ABSTRACT
Next to establishing the products put on the market by enterprise, it is important to know in which markets the enterprise is active. Three important components in this model are: customer needs, customer groups and technologies. The model indicates on which of the three axes expansion can be achieved. This is also the direct objective of Abell's model: determining growth. This chapter presents an example to show the Abell model of a company, of which the primary activity consists in the engineering, manufacture and delivery of storage tanks, gasholders and equipment in stainless steel, carbon steel and other materials, such as duplex. These are produced at the behest of companies in the foodstuffs, (petro)chemicals and related industries. With the model, the enterprise can in the first place demarcate its activities. Moreover, the model also provides the possibility to discover the possibility for expansion of its activities on one or more axes.
