The correct answer is: Cheaper unit costs.
Market development would see a reduction in unit costs as the company sells larger volumes of the same product.
It is for this reason that this direction of growth is very popular with cost leaders.
R&D effort could be minimal as the product would remain essentially the same. Customer retention would not be a major issue as the aim would be to sell to new customers. Product risk would remain the same as there would not be any new products.
