A company may choose to use diversification strategy, which examines the opportunities for developing or buying new products for new markets. Thus, it involves new brands and new markets since product modifications may develop new uses for products, which may create a different market. Nevertheless, this strategy is the final option to use if only the other three were unable to produce expected results. Since with diversification strategy, a company enters into unknown businesses and markets, and this makes it the most dangerous of all strategic choices.