Gartner Research

Marketing Essentials: Nine Ways to Grow Your Business

Published: 25 March 2011

ID: G00210521

Analyst(s): Rolf Jester


Are you rushing to follow a competitor into China or to create a cloud computing service because it's today's hot topic? Wait a minute. The best growth strategies are built on a full understanding of all available options.

Table Of Contents
  • Overview


  • Introduction
    • Challenge
    • Implications
  • Background and Context
    • Definitions
    • Gartner's Growth Strategies Research
  • Strategic Alternatives
    • Considering the Nine Alternatives
    • Option 1 — Market Penetration
    • Option 2 — Product Extension
    • Option 3 — Product Development
    • Option 4 — Market Extension
    • Option 5 — Targeted Differentiation
    • Option 6 — Development for Market Extension
    • Option 7 — Market Development
    • Option 8 — Extension for Market Development
    • Option 9 — Diversification
  • Evaluating the Alternatives
  • Researching the Entire Growth Landscape
  • Conclusion

Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.