Business growth and increasing the number of customers are the goal that every company has on the horizon and, depending on This one, there are endless marketing tactics, campaigns and messages that can be used. to achieve this fundamental objective for the existence of the company. However, there are only three strategic sources of growth for any business, regardless of its size type. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original EssayAlthough there are three columns on which business growth rests, it is essential that the differences between these three levers are known to bear on good foundations, choose the ones that are particularly suitable for your business. Let's look at these three sources of growth. Market growth. The objective of this strategy is to attract new customers who at the moment do not use the product category to start using it. A good way to think about and represent this graphically is the increase in the “pie” from which you will eat your company's product category. As an important feature, it is one of the most expensive and difficult growth levers, as it will often require teaching customers a new way of doing things. A good example of this is Apple's iPad, most people who initially bought an Ipad didn't use it. a tablet before, but I've probably done it with a laptop. Apple's strategy is to "pay tuition" to attract people to the new Tablet PC category. Typically, companies that focus on this growth lever often have their dominant market share in their group. Of the three growth levers, this one is generally not the most appropriate for small businesses in a competitive category. Increase purchase volume from your current customers. The goal of this level is to search within the four walls of your business and drive sales volume from your existing customers. There are three ways to do this: Increase current usage: That is, get existing customers to use your product more or use it more frequently. For example, a mouthwash brand could encourage your current customers to use toothpaste twice a day instead of just once a day. Stimulate new uses: encourage existing customers to use their product for new purposes. For example, a product initially used as a window cleaner favors its use in cleaning sports shoes, plastic appliances, etc. Reduce customer churn: Prevent existing customers from canceling your service or withdrawing as users of your business. For example, Internet and cable providers have loyalty programs to catch customers before they expire and offer them attractive promotions to keep them around. Gain market share previously held by the competition. This lever is the simplest to understand. If you're a small player in a competitive market, you'll want to focus your messaging and tactics on stealing share from a competitor (or two). Larger competitors have already invested significant resources in informing the market about the category to which their small business falls; you now need to define a clear positioning statement, expressing why it is better and why customers should believe and focus its efforts on the action of..