Business development solutions with GfK: Unlocking growth opportunities

Welcome to the Business Development Solutions page by GfK, your trusted partner in unlocking growth opportunities for your company. In today's competitive business landscape, having a robust business development strategy is crucial for organizations across industries. By understanding the intricacies of business development, identifying strategic models and strategies, and leveraging data-driven insights, companies can gain a competitive edge, expand their market reach, and achieve sustainable growth.

What is business development and why is it important for companies?

Business development encompasses a set of proactive activities focused on identifying and pursuing growth opportunities, building strategic partnerships, and creating long-term value for the organization. It involves aligning commercial, marketing, and operational efforts to drive revenue growth, enhance customer relationships, and foster innovation.

Business development is crucial for companies because it enables them to adapt to changing market dynamics, capitalize on emerging trends, and stay ahead of the competition. It provides a structured approach to expanding market presence, exploring new revenue streams, and optimizing existing business operations.

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Is there a difference to strategic business development?

While business development and strategic business development share similarities, the latter takes a more comprehensive and future-oriented approach. Strategic business development involves aligning business objectives with market opportunities, leveraging a deep understanding of the competitive landscape, and formulating a long-term roadmap to achieve organizational goals.

Strategic business development emphasizes the identification of high-potential markets, development of innovative products and services, and the establishment of strategic alliances and partnerships. By integrating strategic thinking into business development efforts, companies can foster sustainable growth, enhance brand equity, and navigate complex market dynamics effectively.

Which business development models exist?

A variety of business development models exist, providing frameworks and methodologies to analyze market potential, assess competitive forces, and identify key success factors. Some prominent business development models include:

Market penetration model

The market penetration model is a strategy that focuses on increasing market share by aggressively promoting and selling existing products or services in the current market. The goal is to capture a larger portion of the existing customer base and outperform competitors. This model typically involves various marketing and sales tactics, such as price discounts, advertising campaigns, loyalty programs, and improved distribution channels. By attracting more customers and increasing sales, companies can strengthen their position in the market and potentially achieve higher profits.

Market expansion model

The market expansion model involves expanding into new geographic markets or targeting new customer segments to drive business growth. This strategy recognizes that there may be untapped markets or customer groups that have not yet been targeted by the company. To implement this model, a company may explore new regions, countries, or cities where there is demand for its products or services. Alternatively, it may identify underserved customer segments within the existing market and develop tailored marketing approaches to appeal to their specific needs. The objective is to reach new customers and increase revenue streams by expanding the company's market reach.

Product development model

The product development model focuses on creating and launching new products or services to meet the evolving needs of customers. This model recognizes the importance of innovation and staying competitive in the market. It involves conducting market research to identify customer preferences and then using that information to develop new offerings that address those preferences. This can involve improving existing products or completely developing new ones. The company invests resources in research and development (R&D), product design, testing, and marketing to introduce the new products successfully. By offering new and improved products, companies aim to attract existing customers, win over new ones, and potentially increase market share and revenue.

Diversification model

The diversification model involves entering new industries or markets that are different from the company's existing operations. This strategy aims to diversify revenue streams and reduce risk by expanding the company's business portfolio. Diversification can occur through two main approaches: related diversification and unrelated diversification. Related diversification involves entering industries or markets that are somehow connected or synergistic with the company's existing operations. Unrelated diversification, on the other hand, involves entering entirely new industries or markets that are unrelated to the company's current offerings. The goal of diversification is to reduce dependence on a single industry or market, increase business resilience, and tap into new opportunities for growth.

Each model offers distinct approaches to growth, enabling companies to tailor their strategies based on market conditions and organizational objectives. By understanding and leveraging these models, businesses can make informed decisions and allocate resources effectively.

Which business development models apply to B2B and B2C companies?

The applicability of business development models varies based on the target audience and industry. B2B companies often benefit from the Market Expansion Model, as it focuses on expanding market share and forming strategic partnerships to penetrate new industries or geographies. On the other hand, B2C companies often find the Market Penetration Model effective, which emphasizes customer acquisition and retention strategies to increase market share.

However, it's important to note that the choice of business development models should be tailored to specific business objectives, industry dynamics, and customer behavior. GfK's expertise in consumer and shopper intelligence enables us to provide valuable insights and guidance in selecting the most appropriate models for your organization.

Which business development strategies exist?

Business development strategies are actionable approaches that organizations adopt to achieve their growth objectives. These strategies encompass a range of activities such as market research, lead generation, strategic partnerships, and customer segmentation. Some common business development strategies include:

Market segmentation and targeting

Market segmentation and targeting involve dividing the market into distinct customer segments based on demographic, geographic, psychographic, or behavioral characteristics. By understanding the unique needs, preferences, and behaviors of each segment, businesses can tailor their marketing efforts to effectively reach and engage specific groups of customers. This strategy allows companies to focus their resources and messaging on the most promising customer segments, improving customer acquisition and retention rates.


Relationship management

Relationship management refers to building and nurturing strong relationships with customers, partners, and stakeholders. It involves providing excellent customer service, engaging in regular communication, and addressing customer concerns and feedback. By fostering positive relationships, businesses can increase customer loyalty, generate repeat business, and benefit from positive word-of-mouth referrals. Additionally, maintaining strong partnerships with suppliers, distributors, and other strategic stakeholders can lead to mutually beneficial collaborations and opportunities for growth.


Strategic alliances and partnerships

Strategic alliances and partnerships involve forming collaborative relationships with complementary businesses to expand reach and capabilities. By joining forces with other organizations, businesses can leverage shared resources, expertise, and networks to achieve common goals. This strategy can lead to increased market penetration, access to new markets or customer segments, shared distribution channels, and cost savings through economies of scale. Strategic alliances and partnerships can take various forms, such as joint ventures, licensing agreements, co-marketing campaigns, or co-development of products/services.

Innovation and new product development

Innovation and new product development involve investing in research and development (R&D) to create and launch innovative products or services. This strategy focuses on continuously improving and expanding the organization's offerings to meet evolving customer needs and preferences. By introducing new and improved products, businesses can differentiate themselves from competitors, attract new customers, and retain existing ones. Innovation can take various forms, including technological advancements, process improvements, or novel business models.

Geographical expansion

Geographical expansion involves expanding into new geographic markets to tap into new customer bases and revenue streams. This strategy recognizes the potential for growth in untapped markets and aims to extend the company's reach beyond its current geographical boundaries. Expansion can occur through various means, such as opening new physical locations, establishing distribution networks, or entering new international markets. Geographical expansion enables businesses to access new customers, benefit from different market dynamics, and diversify their revenue sources.

By implementing these strategies, companies can capitalize on market opportunities, enhance brand awareness, foster customer loyalty, and drive revenue growth.

Which business development strategies apply to B2B and B2C companies?

The choice of business development strategies also depends on the target audience. B2B companies often focus on relationship management and strategic partnerships to drive growth by providing tailored solutions and value-added services to their clients. B2C companies, on the other hand, emphasize market segmentation, brand building, and innovation to attract and retain customers in a highly competitive consumer market.

However, the selection of strategies should consider the unique characteristics of the industry, customer preferences, and competitive landscape. GfK's expertise in consumer and shopper intelligence equips us to provide tailored strategies that align with your business goals and target audience.

Which type of data is needed to develop a business?

Data plays a crucial role in developing a business effectively. To make informed decisions and drive growth, organizations need access to various types of data, including:

Market Research Data

Insights into market trends, customer behavior, and competitive landscape.

Consumer Insights

Understanding customer preferences, needs, and purchase behavior.

Competitive Intelligence

Analyzing competitors' strategies, strengths, and weaknesses.

Trends and Forecasting

Identifying emerging trends and predicting future market conditions.

Demographic and Psychographic Data

Understanding the characteristics and motivations of target audiences.

By harnessing these data sources, businesses can gain a deep understanding of consumer preferences, market trends, and competitive forces. GfK's advanced data analytics capabilities enable us to provide actionable insights and help you leverage data to make strategic business decisions.

How can GfK help you improve your business development strategy?

At GfK, we specialize in consumer and shopper intelligence, empowering organizations to enhance their business development strategies. Our comprehensive suite of solutions, including gfknewron Consumer and GfK Consumer Life, offer valuable insights into consumer behavior, market dynamics, and target audience analysis.

With gfknewron Consumer, you can gain deep insights into consumer preferences, attitudes, and purchase behavior to refine your market segmentation, develop targeted marketing campaigns, and drive customer loyalty. GfK Consumer Life provides powerful target group analysis and segmentation capabilities, enabling you to optimize your strategies and maximize the effectiveness of your marketing efforts.

Partner with GfK to elevate your business development efforts, drive growth, and achieve sustainable success.


Business development is a critical driver of success in today's rapidly evolving business landscape. By understanding the nuances of business development, leveraging strategic models and strategies, and harnessing data companies can ultimately drive business success. With GfK's expertise and comprehensive solutions, we can help you unlock the full potential and achieve your business objectives.