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Market Development

Market Development

Market Development is a crucial concept in the realm of marketing that involves expanding the reach and appeal of existing products or services in order to enter new market segments or geographical areas. This strategy aims to unlock additional growth opportunities by tapping into untapped markets or by enticing new customer segments to adopt the offering. It is characterized by a focus on existing products in new contexts rather than developing entirely new products.

Market Development can take various forms, including geographical expansion, demographic targeting, or finding new uses for existing products. In essence, it’s about finding fresh avenues for growth without reinventing the wheel. Companies often employ market research to identify promising opportunities and tailor their marketing efforts accordingly.

TL;DR What is Market Development?

Market Development is the strategic approach of expanding the market for existing products or services by targeting new customer segments or geographical areas. It aims to drive growth without the need for creating entirely new offerings.


Market Development plays a pivotal role in the marketing landscape as it offers several key advantages:

  1. Growth Potential: By venturing into new markets or demographics, businesses can tap into unexplored revenue streams, which can significantly boost their bottom line.
  2. Risk Mitigation: Relying solely on existing markets can be risky, as market conditions can change rapidly. Market Development diversifies a company’s customer base, reducing vulnerability to market fluctuations.
  3. Cost Efficiency: It is often more cost-effective to expand within existing product lines than to develop entirely new ones. This makes Market Development an attractive option for companies looking to maximize profits.
  4. Competitive Edge: Being the first to enter a new market or cater to an underserved customer segment can provide a competitive advantage, as it establishes brand presence ahead of competitors.
  5. Customer Insights: As businesses delve into new markets, they gain valuable insights into consumer preferences and behavior, which can inform future product development and marketing strategies.

Examples/Use Cases

Market Development is a versatile strategy employed by many companies. Here are some real-life examples:

  • Apple: Apple initially targeted the premium smartphone market. However, it expanded its reach by launching more affordable models, making its products accessible to a broader audience, thus venturing into a different market segment.
  • Starbucks: Starbucks, known for its coffee shops, entered new markets by offering a range of products in grocery stores, including packaged coffee and ready-to-drink beverages. This diversification helped Starbucks reach consumers who may not visit their physical stores.
  • Netflix: Originally a DVD rental service, Netflix ventured into streaming video content, effectively reaching a global audience and revolutionizing the entertainment industry.
  • Coca-Cola: Coca-Cola adapted its products to cater to local tastes worldwide. In doing so, they extended their market presence by tailoring their beverages to regional preferences.
  • Tesla: Tesla started with high-end electric vehicles but expanded its market by introducing more affordable models, making electric cars accessible to a broader demographic.


Market Development falls under the following categories in marketing:

  • Product Strategy
  • Market Expansion
  • Business Growth
  • Market Research
  • Market Segmentation



  • Market Expansion
  • Market Penetration
  • Market Growth
  • Market Extension
  • Market Diversification



Key Components/Features

The primary components/features of Market Development include:

  • Market Analysis: Thoroughly researching and understanding the target market’s characteristics, needs, and preferences.
  • Product Adaptation: Tailoring existing products or services to suit the new market or customer segment.
  • Marketing Campaigns: Developing targeted marketing campaigns to introduce the product or service to the new audience.
  • Distribution Channels: Establishing or modifying distribution channels to reach the new market effectively.

Related Terms

  • Market Segmentation: The process of dividing a market into distinct segments based on characteristics such as demographics, behavior, or needs.
  • Market Expansion: A broader term that encompasses various strategies, including Market Development, aimed at expanding a company’s market reach.
  • Product Diversification: Introducing new products into the existing market to cater to different customer needs.
  • Market Research: The systematic gathering and analysis of information about markets, customers, and competitors to guide marketing decisions.

Tips/Best Practices:

When implementing Market Development strategies, consider the following best practices:

  1. Thorough Research: Invest in comprehensive market research to understand the new target market’s nuances and preferences.
  2. Product Adaptation: Modify your product or service to align with the needs and expectations of the new market. Localization is key.
  3. Focused Marketing: Create targeted marketing campaigns that resonate with the specific audience you’re trying to reach.
  4. Distribution Strategy: Ensure your distribution channels are efficient and suitable for the new market.
  5. Monitoring and Adaptation: Continuously monitor the market and consumer feedback, and be ready to adapt your strategy as needed.

Further Reading/Resources

For further insights into Market Development, you can explore these resources:


1. What is the primary goal of Market Development?

Market Development aims to expand the market for existing products or services by entering new market segments or geographical areas, thereby driving growth without the need for creating entirely new offerings.

2. How does Market Development differ from Market Penetration?

While Market Development targets new markets or customer segments, Market Penetration focuses on increasing sales of existing products in existing markets. Market Development involves entering new territory, whereas Market Penetration seeks to capture a larger share of the current market.

3. What role does market research play in Market Development?

Market research is fundamental in Market Development. It helps businesses understand the characteristics, preferences, and needs of the new target market, enabling them to tailor their products and marketing strategies effectively.

4. Can Market Development be a risky strategy for businesses?

Market Development carries some risks, as entering new markets or demographics may not guarantee immediate success. It requires careful planning, adaptation, and ongoing monitoring to mitigate potential challenges.

5. Are there any industries where Market Development is particularly effective?

Market Development can be applied to various industries. However, it is often highly effective in industries with rapidly changing consumer preferences, emerging markets, or untapped customer segments.

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