Corporate Ventures

Growth Paths for Corporate Ventures in Terms of Markets and Products
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Discuss and Analyze Growth Paths for Corporate Ventures in terms of Markets and Products.
Introduction
The growth path for corporate venture with reference to product and market is well explained through a market-product mix. Figure 1.1, of the text perfectly outlines four key quadrants that represent different growth strategies. The four distinct quadrants are: Market Penetration, New Market Development, Diversification, and Developing New Products (Tsatsoula, 2018). Each of the four quadrant offers ventures a unique approach necessary to navigate the complex business landscape.
Greater Market Penetration
In this quadrant, the focus for companies is to increase the market share using an existing but established product. Often times, a market penetration strategy is done changing the existing marketing mix, for example, by adjusting companies pricing tactics or even increasing promotional efforts (Gurcaylilar-Yenidogan & Aksoy, 2018). A real-world example is Coca-Cola’s strategy to continue maintaining and growing its market dominance in soft drink business. Even though it is an old company, the company continually implements innovative marketing and branding campaigns that has seen it sustain and expand its market share.
Developing New Markets
In this quadrant, the goal is to introduce a new product(s) to an existing market. This