Chapter 13 Market Strategies A Market-Scope Strategy (TM 13-1) Single-Market Strategy Multimarket Strategy Total-Market Strategy B Market-Geography Strategy (TM 13-2) Local-Market Strategy Regional-Market Strategy National-Market Strategy International-Market Strategy C Market-Entry Strategy (TM 13-3) First-In Strategy Early-Entry Strategy Laggard-Entry Strategy D Market-Commitment Strategy (TM 13-4) Strong-Commitment Strategy Average-Commitment Strategy Light-Commitment Strategy E Market-Dilution Strategy (TM 13-5) Demarketing Strategy Pruning-of-Marginal-Markets Strategy Key-Markets Strategy Harvesting Strategy 74 75 CHAPTER 13: Market Strategies 13-1 MARKET-SCOPE STRATEGY Market-scope strategy deals with the coverage of the market It may incorporate: • Single-market strategy • Multimarket strategy • Total-market strategy CHAPTER 13: Market Strategies 76 13-2 MARKET-GEOGRAPHY STRATEGY Geography is a strategic variable in shaping market strategy Market-geography strategy may incorporate: • Local-market strategy • Regional-market strategy • National-market strategy • International-market strategy 77 CHAPTER 13: Market Strategies 13-3 MARKET-ENTRY STRATEGY Market-entry strategy refers to the timing of market entry It may incorporate: • First-in strategy • Early-entry strategy • Laggard-entry strategy CHAPTER 13: Market Strategies 78 13-4 MARKET-COMMITMENT STRATEGY Market-commitment strategy refers to the degree of involvement a company seeks in a particular market It may incorporate: • Strong-commitment strategy • Average-commitment strategy • Light-commitment strategy 79 CHAPTER 13: Market Strategies 13-5 MARKET-DILUTION STRATEGY Market-dilution strategy works well when the overall benefit a company derives from a market, either currently or potentially, is less than it could achieve elsewhere It may incorporate: • Demarketing strategy • Pruning-of-marginal-markets strategy • Key-markets strategy • Harvesting strategy ... incorporate: • Local -market strategy • Regional -market strategy • National -market strategy • International -market strategy 77 CHAPTER 13: Market Strategies 13- 3 MARKET- ENTRY STRATEGY Market- entry strategy...75 CHAPTER 13: Market Strategies 13- 1 MARKET- SCOPE STRATEGY Market- scope strategy deals with the coverage of the market It may incorporate: • Single -market strategy • Multimarket strategy... Multimarket strategy • Total -market strategy CHAPTER 13: Market Strategies 76 13- 2 MARKET- GEOGRAPHY STRATEGY Geography is a strategic variable in shaping market strategy Market- geography strategy