1. 1 Pertemuan Keduapuluh Satu Marketing Strategies for New Market Entries

2. 2 The Degree of Newness New-to-the world- products; true innovations New product lines; Additions to existing product lines Improvements in or revisions of existing products Re-positionings Cost reductions

3. 3 Strategic Objectives of New Product and Market Development Defend market share position Establish foothold in new market Preempt market segment Maintain position as product innovator Exploit technology in new way Capitalize on distribution strengths Provide cash generator Use excess or off season capacity

4. 4 Pioneer Strategy Sources of competitive advantage: –First choice of market segments and positions –The pioneer defines the rules of the game –Distribution advantages –Economies of scale and experience –High switching cost for early adopters –Positive network effects –Possibility of preempting scarce resources and suppliers

5. 5 Follower Strategy Sources of advantages: –Ability to take advantage of the pioneer’s positioning mistakes –Ability to take advantage of the pioneer’s marketing mistakes –Ability to take advantage of the latest technology –Ability to take advantage of the pioneer’s scarce resources

6. 6 Strategic Marketing Programs for Pioneers Mass-market penetration Niche penetration Skimming and early withdrawal

7. 7 Conclusions Being the pioneer in a new product or service category gains the firm a number of potential advantages A pioneering firm stands the best chance for long term share leadership and profitability