Thermotic Developments, Ltd, a British company has introduced a safe and reliable self-heating can for consumers to who want hot coffee busy are too busy to stop for a cup. The appropriate marketing strategy for Thermotic is the _____ strategy.
A) defensive positioning
B) trading down
C) market penetration
D) market development
E) product-mix expansion

Question

Quizplus · Accepted Answer

The correct strategy is market development, which involves introducing existing products into new markets. Since Thermotic Developments, Ltd is introducing a self-heating can, a new innovation, to consumers who want hot coffee but are too busy to stop for a cup, they are targeting a new market segment with an existing product, fitting the definition of market development.

Thermotic Developments, Ltd, a British Company Has Introduced a Safe