Intensive Strategies

 

Intensive strategies require intensive efforts if a firm’s competitive position with exiting products is wanted to be improved, this is why market penetration, market development, and product development are the main intensive strategies that some companies approach in order to improve their competitive advantage or improve their weakness.

 

Market Penetration

Def:“Seeking increased market share for present products or services in present markets through greater marketing efforts.”(Strategies Management, Fred R. David, page 141)

In the case of JLS soccer club, the most appropriate intensive strategy would the market penetration, for the reason that it would link directly with our objectives (long-term).

The main reasons that JLS are going to take into account to implement this strategy are:

• When the usage rates of present customers could be increased significantly.

• When increased economies of scale provide major competitive advantages.

 

Taking into account the arguments above it can be understood that the industry in which JLS is participating can have some improvements on regards the number of customers, taking as an advantage the current increasingly tendency in Colombia about football interest in terms of playing it, watching it and practicing it, as well as, the revenue, the participation and differentiation of this economies of scale.

The marketing is the area in charge of those strategies, so here are some of the strategies that we are going to implemented:

 

• Publications in children’s web games pages to get known from them.

• Give Flyers in several schools to get recognized.

• We are going to offer a 5% discount to the acquisition of our service,  for the customers who have recommended our service to at least two of their contacts.

• Sale of promotional articles (caps, pens, bags, notebooks, and so on) with the name of the brand.