Central European Business Review 2013, 2(2):45-50 | DOI: 10.18267/j.cebr.45

Managerial Guidelines for Market Penetration and Expansion: A Case Study of a Medical Devices Manufacturer

Vlastimil Juppa

Vlastimil Juppa, Marketing and Foreign Affairs, ELLA-CS Hradec Kralove, vlastimil.juppa@tiscali.cz

This article brings managerial guidelines for new market expansion and current market penetration on the example of a Czech medical devices manufacturer. We describe the strategy in evaluation of the opportunities in the territories, of setting up the benchmarks, the steps how to deal with partners in current territories and how to approach the acquisition of new territories. We show how significant the sales growth is for financials, and we mention the limit defined in the Theory of Sustainable Growth. We show how important the level is, how the products are advanced and how important it is to have unique products. The objective of the article is to bring a basis for new thoughts to readers who might intend to look for new markets acquisition. The information and facts provided show a real example of an existing company's approach.

Keywords: market penetration; expansion; management; guidelines

JEL classification: M1, M3

Received: January 20, 2013; Revised: June 2, 2013; Published: June 30, 2013  Show citation