có cơ hội thăng tiến hơn, và nhà phân phối muốn phục vụ một công ty đang phát triển. Tốc độ tăng trưởng năng lượng. Một câu châm ngôn cũ nói: "Nếu bạn đứng yên, bạn nhận được bắn." Các công ty thường lý do thiếu sự tăng trưởng của họ bằng cách nói rằng họ đang có trong một thị trường trưởng thành. | Growth Strategies 71 have more advancement opportunities and distributors want to serve a growing company. Growth is energizing. An old maxim says If you stand still you get shot. Companies often excuse their lack of growth by saying that they are in a mature market. All they are expressing is a lack of imagination. Larry Bossidy CEO of Honeywell observed There s no such thing as a mature market. We need mature executives who can find ways to grow. . . . Growth is a mind-set. If the car market was mature how come the minivan sent Chrysler into a growth spurt If the steel industry is mature how do we explain Nucor If Sears thought that there was no growth in retailing how do we explain Wal-Mart or Home Depot Companies have tried several paths to growth cost and price cutting aggressive price increases international expansion acquisition and new products. Each has problems. Price cuts are usually matched and neutralized. Price increases are difficult to pass on during sluggish economic times. Most international markets are now highly competitive or protected. Company acquisitions are expensive and have not proven very profitable. And the numbers of new product winners are few. What companies fail to realize is that their markets are rarely fully penetrated. All markets consist of segments and niches. American Express recognized this and created the Corporate Card the Gold Card and the Platinum Card. To grow a company can make four segment moves 1. Move into adjacent segments. Nike s first success was making superior running shoes for serious runners. Later it moved into shoes for basketball tennis and football. Still later it moved into aerobic shoes. 2. Do a finer segmentation. Nike found that it could segment the basketball shoe market into finer segments shoes for the aggressive player the high-jumping player and so on. 72 Marketing Insights from A to Z 3. Skip into new segments categories . Nike moved into selling clothing tied to the various sports. 4. Resegment
