Ansoff Matrix on the example of Coca Cola

1. Ansoff
Matrix
Prof. N.I. Ivashkova

2. Ansoff Matrix
• The Ansoff Matrix classifies and explains different
growth strategies for a company.
• This matrix is used by companies which have a growth
target or a strategy of specialization.
• GOLDEN RULES

3. The Coca-Cola Company: An Overview
• founded in 1886
• non-alcoholic beverage
concentrates and syrups
• operates in over 200 countries
• 230 different brands
• headquarters Atlanta, Georgia
• 30,000 people around the
world
• 70% of the company volume
and 80% of the company profit
come from outside the USA

4. Ansoff Matrix applied to Coca Cola
Market Penetration
Strategy
(single core product, US only)
Market Development
Strategy
(foreign markets with new segments)
Product Development
Strategy
(NPD in US)
Diversification Strategy
(new products on new markets)

5. Some examples of Coca Cola Products
Diet Coke
Powerade
Coca Cola
Share Size
1.5l Bottle
Winnie the Pooh
Roo Juice

6. CONCLUSION
• Coca-Cola is using a number of strategies:
 Market Penetration Strategy
 Market Development Strategy
 Product Development
 Diversification Strategy
• Coca-Cola has a comprehensive product
portfolio in each market which is well managed
and enables the best fit
• Coca-Cola has strong competitive position of
the firm in a highly attractive market
• Coca-Cola should maintain its marketing not
only in its strategic approach but also in its
tactical day-to-day operations.