He developed a grid that compared strategies for market penetration, product development, market development and horizontal and vertical integration and diversification.
There are many industries in which universal design is having strong market penetration but there are many others in which it has not yet been adopted to any great extent.
The company strategy is focused on further growth through product range extension and diversification, increased market penetration and expansion into new markets.
But at high levels of market penetration it requires careful analysis and management, and additional costs may be required for back-up or system modification.