Market penetration is one of the four alternative growth strategies in the Ansoff Matrix.

A market penetration strategy involves focusing on selling your existing products or services
into your existing markets to gain a higher market share.
The activity or fact of increasing the market share of an existing product, or promoting a new
product, through strategies such as bundling, advertising, lower prices, or volume discounts.

Market development is a growth strategy that identifies and develops new market segments for
current products. A market development strategy targets non-buying customers in currently
targeted segments. It also targets new customers in new segments.
Market development is a business strategy whereby a business attempts to find new groups
of buyers as potential customers for its existing products and services. In other words, the goal
of market development is to expand into untapped markets.

Product development, also called new product management, is a series of steps that includes
the conceptualization, design, development and marketing of newly created or newly rebranded
goods or services.

A process that takes place when a business expands its activities into product lines that are
similar to those it currently offers. For example, a manufacturer of computers might begin
making calculators as a form of related diversification of its existing business.

Definition. A term which refers to the manufacture of diverse products which have no relation to
each other. An example of unrelated diversification in a business could be a toy manufacturer
that is also manufacturing industrial wiring for the construction industry.

Definition: The Retrenchment Strategy is adopted when an organization aims at reducing its
one or more business operations with the view to cut expenses and reach to a more stable
financial position.
A strategy used by corporations to reduce the diversity or the overall size of the operations of
the company. This strategy is often used in order to cut expenses with the goal of becoming a
more financial stable business. Typically the strategy involves withdrawing from certain markets
or the discontinuation of selling certain products or service in order to make a beneficial

turnaround.

A divestiture is the partial or full disposal of a business unit through sale, exchange,
closure or bankruptcy. A divestiture most commonly results from a management decision
to cease operating a business unit because it is not part of a core competency. However, it
may also occur if a business unit is deemed to be redundant after a merger or acquisition,
if the disposal of a unit increases the resale value of the firm, or if a court requires the sale
of

business

unit

to

improve

market

competition.

Disposition or sale of an asset by a company. A company will often divest an asset which

is not performing well, which is not vital to the company's core business, or which
is worth more to a potential buyer or as a separate entity than as part of the company.

In finance and economics, liquidation is an event that usually occurs when a company
is insolvent, meaning it cannot pay its obligations as and when they come due. The
companys

operations

are

brought

to

an

end,

and

its assets are

divvied

up

among creditors and shareholders, according to the priority of their claims. Chapter 7 of
the U.S. Bankruptcy Code governs liquidation proceedings; solvent companies can also file
for Chapter 7, but this is uncommon. Not all bankruptcies involve liquidation; Chapter 11,
for example, involves rehabilitating the bankrupt entity and restructuring its debts.

Forward integration is a business strategy that involves a form of vertical integration whereby
business activities are expanded to include control of the direct distribution or supply of a
company's products.

Backward integration is a form of vertical integration that involves the purchase of, or merger
with, suppliers up the supply chain. Companies pursue backward integration when it is
expected to result in improved efficiency and cost savings.
Type of vertical integration in which a consumer of raw materials acquires its suppliers, or sets
up its own facilities to ensure a more reliable or cost-effective supply of inputs.

Horizontal integration is the process of a company increasing production of goods or services

at the same part of the supply chain. A company may do this via internal expansion, acquisition
or me

The merger of companies at the same stage of production in the same or different industries.
When the products of both companies are similar, it is a merger of competitors. When all
producers of a good or service in a market merge, it is the creation of a monopoly. If only a few
competitors remain, it is termed an oligopoly. Also called lateral integration. See also vertical
integration.