1. Learning Objective To know and be able to define the various business- and corporate- level strategies that a company may pursue.

2. Strategies in Fragmented Industries Focus on customer group, customer need, or geog. region Chaining Franchising Horizontal Merger Internet

3. Strategies in Embryonic and Growth Industries The changing nature of market demand Strategic implications: Crossing the chasm Strategic implications of market growth rates Factors affecting market growth rates Strategic implication of differences in growth rates

4. Navigating Through the Life Cycle to Maturity Embryonic Strategies Growth Strategies Shakeout Strategies Maturity Strategies

5. Embryonic Strategies Share building strategy

6. Growth Strategies Investing in extensive R&D to support product development Increasing amount of market segmentation for broad differentiation Market concentration

7. Shakeout Strategies Share increasing strategy Harvest strategy

8. Maturity Strategies Product proliferation Price cutting Maintaining excess capacity

9. Strategies to Manage Rivalry Price signaling Price leadership Nonprice competition - Market penetration - Product development - Market development - Product proliferation Capacity control

10. Strategies in Declining Industries Leadership strategy Niche strategy Harvest Strategy Divestment strategy