What must the firm do to sustain rapid market share growth?

What will be an ideal response?

To sustain rapid market share growth now, the firm must:
• improve product quality and add new features and improved styling.
• add new models and flanker products (of different sizes, flavors, and so forth) to protect the
main product.
• enter new market segments.
• increase its distribution coverage and enter new distribution channels.
• shift from awareness and trial communications to preference and loyalty communications.
• lower prices to attract the next layer of price-sensitive buyers.
By spending money on product improvement, promotion, and distribution, the firm can capture
a dominant position. It can trade off maximum current profit for high market share and the hope
of even greater profits in the maturity stage.