The Board acknowledges your analysis and agrees with your conclusion. They are now curious about how Charles Schwab can use strategies of a mature industry to increase its revenue. You present them two options. One is to implement a product proliferation strategy to establish a presence in the niches that the new entrants are targeting. This strategy has proven to be very successful in the past and can be a very timely advantage. Another plausible strategy is product development to enhance current products. Research shows that the current product line is still fresh in the consumers’ eyes. Which is the wiser choice?

Analyzing the two strategies, the wisest choice would be the product proliferation strategy to establish a presence in the niches that the new competitors are aiming for.

This strategy consists of increasing a company's product mix, in order to increase its positioning in the market through the conquest of new market shares, which consists in the increase of consumers and a greater competitiveness for the company in entering new niches.

The other product development strategy to improve current products may not be a good strategy at the moment, as we have information that the current product is still fresh in the eyes of consumers, so the product is growing, which means that consumers already know the product and there are growth rates in the purchase and repurchase of the product.