| Existing Products | New Products | |||
| Markets | Existing Usage Application | Existing Customers | Man buy for woman for engament/wedding | <-- Diamond casket |
| - for engagement/wedding | Different Customers | Woman buy for man for engagement/wedding | <-- | |
| New Usage Application | Existing Customers | Man buy for woman to celebrate 10th wedding anniversary | <-- | |
| - for celebrating some anniversary | Different Customers | Children buy diamonds for their parents to celebrate 20th wedding anniversary. | <-- |
Mixture of market expansion and product(complementary, substitute, independent products) expansion.
Casket can be regarded as complementary product in terms of product expansion.
Honda expanded its business from at first motor-cycle to auto-mobile, lawn-mower and even to boat engine.
Product purchase share : Spend 50% for Starbucks and 50% for another brand coffee
Need share : Spend some amount for Starbucks and the others for another drinks including another brand coffee
Wallet share : Spend a lot of money on Starbucks including coffee and other items from Starbucks. Do not spend on other drinks or another coffee brands.
2010년 7월 29일
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