Business growth and increasing customers is the goal that every company has on the horizon and in line with it there are infinite 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 for the growth of any company, regardless of the type of company size. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayAlthough there are three pillars on which business growth is based, it is essential that the differences between these three levers are known to bring with a good foundation, choose which of them are appropriate for your particular business. Let's look at these three sources of growth. Market growth. The goal of this strategy is to attract new customers who are not currently using the product category to start using it. A right way to think about and graph this is by increasing the “pie” from which you will eat your business's product category. As an important feature, this is one of the most expensive and difficult growth levers because customers will often have to be taught a new way of doing things. A good example of this is the Apple iPad, most people who initially bought an Ipad didn't use it. first with a tablet but probably did it with a laptop. Apple's strategy is to "pay a fee" to attract people to the new Tablet PC category. Typically, companies that focus on this growth lever often have a dominant market share in their group. Of the three growth levers, this is typically not the most appropriate for small businesses in a competitive category. Increase purchase volume with your current customers The goal of this level is to search within the four walls of your business and drive sales volume with 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 brand of mouthwash might encourage your current customers to use toothpaste twice a day instead of just once a day. Stimulate new uses: convince existing customers to use their product for new purposes. For example, a product initially used as a glass cleaner promotes its use in cleaning sports shoes, plastic devices, etc. Reduce customer loss: Prevent existing customers from canceling your service or withdrawing from being users of your company. For example, Internet and cable providers have loyalty programs to catch customers before they expire and offer them attractive promotions to stay. Gain the market share that the competition had. This lever is the simplest to understand. If you're a small player in a competitive market, you'll want to focus your messages and tactics on stealing share from a competitor (or two). Larger competitors have already invested significant resources in educating the market about the category their small business is part of; now you need to define a clear positioning statement, expressing why it is better and why customers should believe and focus their efforts on taking another competitor's market. Please note: this is just an example. Get a custom paper from our expert writers now. Get a Custom Essay Marketing activities are all about making decisions and paying disproportionate attention. You need to make sure you focus on one.