Horizontal integration refers to a strategy of selling ownership or
increased control over
competitors.
b. Intensive Strategies
Marketing penetration, market development and product development are
referred to as intensive strategies because they require intensive
efforts to improve a
competitive position with exciting product.
Market Penetration
A market penetration strategy seeks to increase market share for
present products or service in present marketing through greater
marketing efforts. This strategy is widely used alone and in
combination with other strategies.
Market Development
Market development involves introducing present products or
services into new geographic area.
3. Product Development
Product development is a strategy that seeks increased sales by
improving or
present products or services.
c. Diversification Strategies
There are three general types of diversification strategies: concentric,
horizontal and conglomerate. Overall, diversification strategies are
becoming less popular as organizations are finding it more difficult to
manage diverse business activities. In the 60's and 70's the trend was to