Penetration into New Market Segment – A Review
Sen Subhasis and Rajagopal Kannan
Market penetration has always been a vital challenge
for the companies targeting a new segment. Samsung has outnumbered Nokia by introducing
dual-sim technology and Android operating system in mobile-phones. Haldiram has
been a dominant player in fast-food category in spite of the presence of McDonald’s,
KFC, Domino’s in Indian Market. Sensodyne and Colgate Sensitive are the two brands
struggling to make a mark in the midst of low-pricing oral care segment. Bajaj Scooters
in India has experienced marketing myopia in spite of being a fast-mover in the
two-wheeler segment. Keeping in view the problems faced by different sectors in
the industry, a multiple qualitative case analysis has been done considering the
innovative practice cases as previous knowledge. A site-ordered effects matrix model
has been derived out of the cases about established market-players in the industry
for finding out solutions to problems related to market penetration faced by the
companies in FMCG, Automotive, Banking, Consumer Electronics, Real Estate, QSR segments.
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