This strategy will potentially allow you to conquer new markets, new customers and new segments. The market development strategy is used when an organization has excess capacity. It involves using different distribution points and changing the advertising. This also determines the ability of companies to adapt to new markets to evaluate their success. This strategy consists of four forms: exporting, licensing, joint venture and direct investment. Doyle's could use the joint venture strategy, partnering with a nearby grocery store or supermarket so they can get discounts on the resources they need to prepare the food in their restaurant. Doyle's may gain access to new geographic markets and the knowledge they offer. This will also increase their advertising to a wider audience, allowing Doyle's to reach more customers with their