Definition: Entering the market toward the tail end of growth phase or during maturity phase. Two modes of entry are feasible: (a) Imitator—Entering market with me-too product; (b) Initiator—Entering market with unconventional marketing strategies.
Objectives: Imitator—To capture that part of the market that is not brand loyal. Initiator—To serve the needs of the market better than present firms.
Requirements: Imitator—(a) Market research ability. (b) Production capability. Initiator—(a) Market research ability. (b) Ability to generate creative marketing strategies.
Expected Results: Imitator—Increased short-term profits. Initiator—(a) Putting market on a new growth path. (b) Increased profits. (c) Some growth opportunities.
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