Indholdsfortegnelse
1. Give examples of how GoBoat could make use of the growth strategies - consider all options. 1
- Market penetration 2
- Product development 2
- Market development - new segment 2
- Market development - geographical expansion 2
- Diversification - concentric 3
- Diversification - conglomerate 3
- Horizontal integration: 3
- Vertical integration: 3
- Strategic alliance: 3
2. Analyze GoBoat's generic strategy. 4
3. Identify GoBoat’s export motives and triggers 4
- Internal triggers: 4
- External triggers: 5
4. Assess the Entry Mode(s) used by GoBoat abroad 5
5. Relate the concept of Glocalization to GoBoat when internationalizing 5
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Uddrag
Market penetration
A way for GoBoat to penetrate the market and gain more economic growth, could be improving their marketing mix.
To be clear, market penetration is not doing anything new, but making stuff better. An example of how they’ve already improved their marketing mix with “product” was to upgrade their motors in the boats , better quality and electric non-noisy motors.
This makes the experience better for customers, and they could be more likely to return another time building up some loyalty for a good product.
Another way of getting more growth could be to improve their “promoting” to focus more on their sustainable boats. Powered by solar energy, and made out of recycled plastic bottles.
Product development
GoBoat are already in the making of two new kinds of boats: A boat with a transparent dome for when it rains, and a boat that’s made for the sea and not harbor.
This is a way to improve the actual product, by covering more customer needs, in this case going on a boat trip even when it’s raining and getting away from the harbor in the middle of the city.
In this way of making more new boats, they can increase product development with almost no limits, any kind of boat is possible to make.
Market development - new segment
GoBoat has already expanded with new segment such as kids can get a net and catch trash in the water, and when they return they get free ice-cream , this developed more segments for kids to come and join.
As well as a “star fish mission” for kids where they get to know how to behave when sailing a boat in the harbor.
Market development - geographical expansion
GoBoat are already expanding to new cities around the world, with boats already in Copenhagen, London, and Melbourne .
GoBoat still have lots of opportunities to develop to even more cities, both in the Nordic cities such as Stockholm, but also in cities like Paris, generally cities with canals.
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