MKT 100 Lecture : PEST, SWAT, & FORCES

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Porter"s 5 competitive forces: threat of new entrants, bargaining power of buyers, threat of substitute products or services, bargaining power of suppliers, rivalry among existing competitors. Market penetration firm seeks growth with existing products in their current market segments, aiming to increase market share. Firm develops new products targeted to its existing market segments. Market extension firm seeks growth by targeting its existing products to new market segments. Diversification firm grows by diversifying into new businesses by developing new products for new markets.