Market placing phase strategy

Market placing phase strategy
See also
Growth phase strategy Market maturity Innovation process Market expansion Maturity phase strategy Market follower Low cost strategy Product development strategy Horizontal diversification strategy

Stage of the product placing on the market is characterized by high expenditure on research and development and to promote a new product. In this phase, the risk of failure is very high, due to the possible actions of competitors.

Proposed actions

The dominant competitive position

• vigorously push for market growth, maintain position
• invest slightly faster than market growth

Strong competitive position

• try to improve market position, vigorously increase market share
• invest in a market rate of growth

Average competitive position

• selectively or vigorously increase market share, selectively improve market position
• invest selectively

Favourable competitive position

• selectively improve market position
• invest very selectively

Weak competitive position

• development or withdrawal
• disinvestment or disposal

References

• Bång, A., & Roos, C. (2014). Digital Marketing Strategy.