GEOGRAPHIC EXPANSION-STRATEGIC ALTERNATIVES IN GLOBAL MARKETING SECTOR

Companies can grow in three different ways. The traditional methods of market expansion including the further penetration of existing markets to increase market share and the extension of the product line into new-productmarket areas in a single national market are available. 

In addition a company can expand by extending its existing operations into new countries and areas of the world.THIS METHOD OF GEOGRAPHICAL EXPANSION IS ONE OF THE MAJOR OPPORTUNITIES OF international marketing.To pursue geographic expansion effectively a framework for considering alternatives is required.when a company has a single or multicountry product/market base it can select from five strategic alternatives to extend this base into other geographic markets.
(1)Product-Communications Extension.
(2)Product Extension-Communications Adaptation.
(3)Product adaptation-Communications Extension.
(4)Product-Dual Adaptation.
(5)Product-Invention.

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