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Concentric Diversification - Diversification strategies
Corporate Level Strategies
Prepared By
Kindly restrict the use of slides for personal purpose.
Please seek permission to reproduce the same in public forms and presentations.
Manu Melwin Joy
Assistant Professor
Ilahia School of Management Studies
Kerala, India.
Phone – 9744551114
Mail – manu_melwinjoy@yahoo.com
Diversification strategies
Diversification strategies
• Firms using diversification
strategies enter entirely new
industries. While vertical
integration involves a firm
moving into a new part of a
value chain that it is already is
within, diversification
requires moving into new
value chains.
Examples of Diversification strategies
• Avon's move to market
jewellery through its
door-to-door sales force
involved marketing new
products through
existing channels of
distribution.
Concentric Diversification
• When an organization takes up
an activity in such a manner
that is related to the existing
business definition of one or
more of firms businesses, either
in terms of customer groups,
customer’s functions or
alternative technologies, it is
called concentric diversification.
Example of Concentric Diversification
• The addition of tomato
ketchup and sauce to the
existing "Maggi" brand
processed items of Food
Specialities Ltd. is an
example of technological-
related concentric
diversification
Concentric diversification   diversification strategies - corporate level strategies - Strategic management - Manu Melwin Joy

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Concentric diversification diversification strategies - corporate level strategies - Strategic management - Manu Melwin Joy

  • 1. Concentric Diversification - Diversification strategies Corporate Level Strategies
  • 2. Prepared By Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations. Manu Melwin Joy Assistant Professor Ilahia School of Management Studies Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com
  • 4. Diversification strategies • Firms using diversification strategies enter entirely new industries. While vertical integration involves a firm moving into a new part of a value chain that it is already is within, diversification requires moving into new value chains.
  • 5. Examples of Diversification strategies • Avon's move to market jewellery through its door-to-door sales force involved marketing new products through existing channels of distribution.
  • 6. Concentric Diversification • When an organization takes up an activity in such a manner that is related to the existing business definition of one or more of firms businesses, either in terms of customer groups, customer’s functions or alternative technologies, it is called concentric diversification.
  • 7. Example of Concentric Diversification • The addition of tomato ketchup and sauce to the existing "Maggi" brand processed items of Food Specialities Ltd. is an example of technological- related concentric diversification