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Research Paper example - Americana Group

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Masters
Research Paper
Marketing
Pages 17 (4267 words)
The paper declares that market development is one of the most effective strategies for those companies that are successful, well penetrated in the domestic market for a long period of time. Americana Group is one of those companies which need to adopt market development strategy. …

Extract of sample

The paper stresses that the company needs to buy stake of the foreign businesses or make partnership with the foreign franchise holders of leading food brands like KFC, Pizza Hut etc to enter into target market. Then it should do partnership business for limited period of time to understand the market potential and the consumption trend of the customers of those businesses. Finally, the company can select the best potential market among the targeted markets and start both manufacturing and selling their own products along with the franchisee business. This would be the best cost effective strategy for the company to diversify into foreign markets. Risk of foreign investment would be minimized through this market testing strategy. Development of effective marketing strategy is also very essential with new product development. So, it needs to invest good amount for promotion of each of new product development. The company can also redesign its old products and introduce them with the new product. it can push a new product with the existing popular product line up to minimize the risk of lower demand.
This report makes a conclusion that market development strategy will help the company to boost its product development strategy through new product launch in a new market. Economies of scale will also increase through new product launch in the existing market as cost of production and cost of promotion will not much increase. Therefore, both the strategies will be most beneficial for future growth of Americana Group. ...
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