Growth phase strategy

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Product placement phase is followed by intense market growth after the product will is welcomed by the customers. This phase is characterized by a high capital expenditure, although relatively smaller than in the development phase. Therefore, there are proposed different strategies for enterprises with different competitive position.

Proposed actions

The dominant competitive position

  • maintain position and market share
  • invest to sustain growth

Strong competitive position

  • try to improve market position and increase market share
  • invest to increase growth

Average competitive position

  • try to improve market position, selective increase market share
  • selective investment in order to improve situation

Favourable competitive position

  • look for niche and protect it
  • selectively invest

Weak competitive position

  • development or withdrawal
  • investment or disposal