Definition of Market Development

Market development is a growth strategy in which a business seeks to expand its customer base by promoting and selling its current products or services to new markets. This can be achieved through geographical expansion, targeting new segments within existing markets, or creating new use-cases for existing products/services. The ultimate goal is to increase brand awareness, acquire new customers, and boost overall sales.


The phonetic transcription of the keyword “Market Development” is:/’mɑrkɪt dɪˌvɛləpmənt/

Key Takeaways

  1. Market Development involves expanding the potential market through new users or new uses for a product or service, which leads to business growth and increased revenue.
  2. It requires a deep understanding of the target audience and market trends, as well as the ability to adapt marketing strategies and product offerings to meet their needs.
  3. Key strategies for market development include geographic expansion, targeting new segments, creating new product variations or improving product quality, and introducing new distribution channels.

Importance of Market Development

Market Development is a crucial aspect of digital marketing as it involves the exploration and expansion of new market segments, targeted at different customer groups, or introducing new uses for existing products in order to increase sales potential, overall profitability, and business growth.

This strategic approach not only helps in tapping into untouched customer bases but also fosters brand awareness and enhances the company’s reputation.

In a rapidly evolving digital landscape, focusing on market development enables businesses to remain competitive and relevant, while simultaneously fueling innovation and improving their product or service offerings to cater to the diverse needs and preferences of their target audiences.


Market Development is a strategic approach that businesses undertake to expand the reach of their products or services within new or existing markets and enhance their market share, profitability, and recognition. One of the main purposes of market development is to identify untapped opportunities within the market segments and leverage an organization’s existing expertise and resources in order to capitalize on those opportunities. This could include discovering new geographical areas, targeting new customer segments or niches, and uncovering new distribution channels or marketing platforms.

Companies often implement market development strategies to combat saturation or stagnation within existing market segments, or to respond to competitive challenges, ultimately aiming for sustainable growth. Market development enables organizations to diversify their customer base while reducing dependency on a single market segment or demographic. It is crucial in ensuring business resilience and adaptability in the face of changing market conditions.

By exploring different avenues of growth, companies gain insights into emerging consumer needs and preferences, allowing them to tailor their offerings to better resonate with current and future customers. As part of market development efforts, businesses often invest in market research, technological advancements, and customer engagement initiatives, all in the pursuit to stay ahead of the competition and ensure long-term success. The implementation of effective market development strategies can significantly contribute towards capturing new markets, fostering brand loyalty, and solidifying a company’s position within the industry.

Examples of Market Development

Netflix’s International Expansion: One of the most well-known examples of market development in digital marketing is Netflix’s expansion into international markets. Netflix, the popular online streaming platform, initially served customers solely in the United States. However, over the years, the company has rapidly expanded its services into more than 190 countries, adapting its offerings to cater to diverse user preferences, languages, and regulations. This greatly helped Netflix grow its customer base, increase its revenues and expand its global presence.

Spotify’s Launch in India: In February 2019, Spotify, the leading music streaming platform, entered the Indian market as part of its broader market development strategy. Prior to launching, Spotify conducted extensive market research to understand the preferences and habits of Indian consumers, and tailored its platform to blend both local and international content. The company also implemented various pricing and subscription models, as well as strategic partnerships with local telecom providers, to better serve the Indian audience and capture a significant share of the growing digital music market.

Airbnb’s Market Development in China: To tap into the lucrative Chinese travel market, Airbnb decided to re-brand and localize its services for the Chinese audience. In 2017, the global home-sharing platform launched its Chinese version called “Aibiying” (爱彼迎), meaning “welcome each other with love.” It also introduced localized marketing strategies along with partnerships with regional players and influencers to appeal to Chinese travelers. This allowed Airbnb to penetrate the growing Chinese market and compete with local rivals like Tujia and Xiaozhu.

Market Development FAQ

What is market development?

Market development refers to the strategic process of growing an existing product, service, or brand in a new or untapped market, often through marketing and advertising efforts. The aim is to increase brand awareness, customer base, and ultimately, sales and revenue.

What are the key components of market development strategy?

The key components of a market development strategy include identifying and analyzing new markets, evaluating market attractiveness, creating a marketing plan, and implementing targeted marketing and sales tactics to enter the new market and generate growth.

Why is market development important?

Market development is important as it enables a business to expand its horizons, discover new growth opportunities, and increase sales and revenue. It also helps to diversify the business’s portfolio, reduce reliance on a single market, and mitigate risks associated with market saturation.

What is the difference between market development and market penetration?

Market development refers to the expansion of an existing product or service into new markets, whereas market penetration focuses on increasing the market share of a product or service within its current market. Essentially, market development is about reaching out to new customers, while market penetration is about selling more to the existing customer base.

What are the challenges faced in market development?

Some common challenges faced in market development include competition, cultural and language barriers, market entry regulations, understanding and adapting to local market needs, unfavorable economic conditions, and developing an efficient distribution network.

Related Digital Marketing Terms

  • Market Segmentation
  • Market Penetration Strategy
  • Geographic Expansion
  • Product Diversification
  • Targeted Marketing Campaigns

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