development of multi-type production in large and medium-sized companies has led, in time, to the need for some reference strategies in business, characterizing the optimal direction of growth of the enterprise.If we consider the classification of these strategies, it can be divided into three areas:
- so-called strategy is a concept of growth as an element of sustainable strategies, not implying in essence any major sudden changes, both in development and in the field of quantitativegrowth of the firm.
- growth strategy of internal and external (integrated growth strategy) aimed, on the horizontal, and vertical growth.This may be involved and the external and internal resources of the organization.
- diversified growth strategy.At its core - is the spread of the activities of a company in the markets where it is not already present, both in production and in services, as well as the introduction of new production facilities.This growth strategy is inherent in the first place, fast-growing companies.
basic growth strategy, primarily stable orient the company to focus these efforts on the existing kinds of business vision with their further gradual development and strengthening.As a rule, they resorted to similar strategies rather large companies that are able to form a specific point in a dominant position in its market segment and try to minimize the impact of government regulatory bodies, including the anti-monopoly on its activities.On the other hand concentrated growth strategy can be applied to those companies that have adequate stable income and do not see the prospects of a throw-finance rapid development, both vertically and horizontally.
In a more narrow sense of the concentrated growth strategy involves the revitalization of a firm exclusively on one activity.This kind of solution has essentially two sides of the coin.Firstly, specialization always has an advantage due to the improvement of technology, skills, and as a result, the ratio of price and quality.On the other hand, this company is a priori less resistant to market fluctuations, primarily on the demand of the proposed product or service.In addition, the company, which is inherent in this growth strategy, vulnerable to attack from aggressive competitors and can be pushed out of the market because they do not have sufficient maneuverability in choosing the overall strategic direction.
concentrated growth strategy can be represented by the so-called strategy of internal (qualitative) growth.Its essence lies in the renewal of existing products or services, as well as the development of new, but the same line.It is used to effectively working enterprises profitable, but have some potential for development.This type of concentrated growth strategy is aimed at a more substantial market penetration of a particular product or service by increasing the number, and in view of the modernization and quality of products.It is worth noting that the strategy of internal growth makes sense if the market is still not fully saturated with this type of product or can be expanded with the help of marketing tools.
Whatever the selected basic growth strategy of the company, as long as they had both theoretical and practical study, allow solve the problem of the organization and strengthening its position in the market.
