How to expand? DeBeers Diamond Ring Example

			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