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

Posted by 뚜와띠엔

댓글을 달아 주세요