You will note in the Writing Assignment due this week that you will be finding a product that can benefit from a strategic marketing plan for growth in one of three ways:Marketing penetration (find more customers like your current customers, generally with current products)Market development (find different customers, generally with current products)Product development (make new products for current or new customers) Following is a primer on the model, which you have probably seen in other courses. After you refresh your memory, give us an example of a product/market match that you believe has been the result of one of these strategies. For example, Coke Zero is a product development strategy to further penetrate the male market for diet cola products (increase the product range) as identified in the lower right-hand side of the model.

Market development strategies Diversification strategies . New geographic markets . Diversification into related businesses . New customer segments . Diversification into unrelated businesses . Upstream integration (with suppliers) . Downstream integration (with intermediaries) Market penetration strategies Product development strategies . Market share growth - compete . Adding value to existing products more effectively online . Developing digital products . Customer loyalty improvement - migrate (new delivery/usage models) existing customers and add value to existing products, services and brand . Changing payment models (Subscription, per use, bundling) . Customer value improvement - increase customer profitability by decreasing . Increasing product range cost to serve and increase purchase or usage frequency and quantity Existing products New products Product growth