Ansoff Matrix

Ansoff Matrix
Module: Betriebswirtschaftliche und volkswirtschaftliche Grundlagen Subject: Einführung in die Betriebswirtschaftslehre Semester: 1 semester,
SS 2015 Module Leader: Prof.Dr.Dirk Gunther Trost Assignment title: ANSOFF MATRIX 08/04/2015 Tanju Colak AccountID: 70446465 1
Tanju Colak (70446465) – Betriebswirtschaftliche und volkswirtschaftliche Grundlagen 1. Introduction In 2003, the author Lynch suggested
that the Ansoff Matrix describes the market and product choices available to a company. In this context products may be determined as items sold
to customers and markets as customers. In some cases, the Ansoff Matrix is also defined as the market and product matrix. With the help of this
instrument, companies can also ... Show more content on Helpwriting.net ...
3.2. Product development Another strategy for companies is to develop and provide new products within the same market. This means that the
option of product development occurs when a company develops new products and then provides these within the existing marketplace. It is
important to note that minor changes in existing products are not meant by new product development. This strategy only relates to new products
(Lynch, 2003). In 1998, Watts et al argued that product development involves a certain risk within a market that is already used to an existing
product. In this case, the Apple iPod is an excellent example. Prior to its positioning on the market, some consumers listened to music on the disc
man. There were no devices that enabled consumers to listen to music without a compact disc. Due to this lack of alternatives on the market,
Apple developed their innovative product, which allowed consumers to carry their music on a digital device. 3.3. Market development Market
development is recommended by Ansoff to companies that strive to provide an existing product on a new market. This option often entails the
sale of existing products in new geographical markets by implementing different product dimensions or developing various pricing strategies
(Proctor, 2000). The main target of this strategy is to entice new customers by convincing them of the existing product (Ansoff, 1984). A good
example associated with this strategy
... Get more on HelpWriting.net ...

Bcg Matrix Is A Model Developed Via The Boston Consultancy...
BCG Matrix
The BCG matrix is a model developed via the Boston Consultancy group within the early 1970's. It is a good known device for an advertising
manager. It 's based on the commentary that a company's business models can be categorized into four important categories centered on combos
of market development and market share, for this hence the name growth–share matrix. Market progress represents the industry attractive
attractiveness, and market share stands for competitive knowledge. This helps the advertising manager allocate resources and is used as an
analytical device in company advertising and marketing, product administration, strategic management and so forth. The basic idea in the back of
the BCG matrix is that if a product has a greater market share, or if the product 's market grows faster, it is higher for the company. Products are
classified into four distinct groups, Stars, Cash Cows, Problem Child and Dog. Let's have a look at what each one means for the product and the
decision making process
Dogs (Low share, Low growth)
Dogs have low market share and a low progress rate and accordingly neither generate nor consume a significant sum of money. However, dogs
are cash traps because of the money tied up in a trade that has little competencies. Such companies are candidates for divestiture.
Star (High share and High growth)
Stars function in high growth industries and maintain very high market share. Stars are both cash generators and cash users. They

Marketing Analysis Using Bcg Matrix
Marketing Analysis Using BCG Matrix
Introduction
BCG matrix is also referred to as growth share matrix, Boston matrix, portfolio diagram or product portfolio. BCG matrix is a graph created by
Bruce D. Henderson to help corporations analyze the business units and the product lines being created for Boston Consultation Group. The
matrix helps in the group allocation of resources and is also used as an analytical tool in the product management, brand marketing, strategic
management and the portfolio analysis. Market performance analysis by the firms using the principles has called for the matrix usefulness into the
question. For the use of the matrix, one plots the scatter graph so as to rank the business units and products on the market share basis and the
growth rates. The matrix uses several tools in the analysis process, and these are cash cows, dogs, question marks and stars.
The dogs level
Dogs represent businesses having weak market shares in low–growth markets. Dogs neither create money nor require tremendous measure of
money. Because of low of the market share, these specialty units face cost weaknesses. By and large, conservation methodologies are received on
the grounds that these organizations can pick up piece of the overall industry just to the detriment of contender 's adversary firms. These business
firms have feeble piece of the overall industry as a result of high costs, low quality, incapable promoting, and so on. Unless a dog has some other
vital point,

Sample Resume : Box D
KEY PLAYERS– a) 1.Shareholders including investors, owners, partners, directors, people owning shares or stock, banks and anyone having a
financial stake in the business b) 2. Employees including temporary and permanent staff and managers. KEEP STATISFIED a) Customers
including clients, purchasers, consumers and end users– b) Suppliers including manufactures, service providers, consultants and contract labour
c) Joint Collaborators KEEP INFORMED a) Society including people in the local community, the global community. MINIMAL EFFORT a)
Government The relationships PSA have with the stakeholders in box C, which is keep satisfied will be the most difficult to manage since, whilst
they are considered to be relatively passive, largely due to their indifference to the proposed strategy, a disastrous situation could arise if their
level of interest was underrated. In this case they would shift to box D, which is key player. The acceptability of the proposed strategy to the
current players in box D is a key consideration. The Peugeot clearly need to have open discussions with these stakeholders. By comparing the
position of stakeholders in mapping Figure 4 and identifying any changes and mismatches, PSA could establish a number of tactics to change the
stance of certain stakeholders to a more positive one and to increase the power of certain stakeholders. For example, customers could be
encouraged to champion the proposed strategy and assist PSA by providing media access, or

Portfolio Analysis
chapter two
PORTFOLIO ANALYSIS
INTRODUCTION Organizations market a mix of products or services or both. These constitute the offering that is made through the strategic
window. Central to the success or failure of a business is the health of its product (or service) mix. A starting point is the product life cycle
concept. This is a useful conceptual framework within which to study how firms can vary their marketing strategies–though of course as we shall
see in later chapters they do have to take other factors into account. There seems to be little doubt, however, that at different stages in the product
life cycle certain marketing strategies seem to be more appropriate than others. The life cycle concept also points to the different ... Show more
content on Helpwriting.net ...
One problem that has been found in trying to make use of the product life cycle concept as a management tool is that many products do not
appear to perform in the market place as it suggests. They seem to bypass some stages while getting stuck at other stages. Moreover, they may
even come into vogue again after a period of going out of fashion. These observations have brought about criticisms of the product life cycle as a
useful planning tool.
EXHIBIT 2.1 SWANSEA ENGINEERING–DIFFICULTIES IN USING THE PRODUCT LIFE CYCLE CONCEPT Swansea Engineering makes
wire for industrial uses. Applications range from wire for cables to carry high voltage electricity to wire for winding on small electric motors for
incorporation in both industrial and domestic products. The firm has tried to use the life cycle concept to explain generic sales in the market and
sales of its own products. Difficulties encountered include the defining of product markets and the separation from natural growth and decline in
the market and the effects of recession. Indeed in recent years it has proved extremely difficult to assess exactly where many products and
markets are in relationship to their anticipated life cycles. Ironing out the fluctuations caused by economic recessions and mini–booms causes one
of the major problems. In

Zara's Case Study
1. What is Zara's value Proposition? How does it differ from its Competitors?
"Zara has pioneered leading–edge fashion clothes for budget minded young adults through a tightly integrated vertical structure that cuts delivery
time between a garment's design and retail delivery to under three weeks (against the industry norm of three to six months)" (Grant, 2010, p.212)
According to Clayton Christensen in order to process you Value Proposition you must look at the following (Harvard Business Review)
Zara's value proposition is that it offers its customers cutting edge fashion at very affordable prices. It actively seeks out what styles are "hot" in
the fashion world. After Zara has identified the latest trend it can have the ... Show more content on Helpwriting.net ...
4. Marketing & Sales:
Zara broad offering meets its customer's demands quickly. This is due to management's almost instantaneous response to changes in customers'
needs (Ghemawat et al, 2006).
Zara's prices consider the cost of exporting and market conditions of the store's location (D'Andrea et al, 2003) instead of the traditional
application a cost plus margin.
Zaras inventory turnover is higher than their direct competition (at 10.67% versus H&M at 6.84%) (D'Andrea et al, 2003). Constantly
changing stock encourages sales and increase the average visits to stores per customer (Kotler et al, 2009).
5. Service:
Traditional supply chains take a supplier centric/push view with a focus on what a business is trying to sell rather than a focus on customer's
demands (Kotler et al, 2009). Zara's supply chain adopts a vertical structure which is mainly demand driven with cycle times being kept to a
minimum which allows information to be acted upon quickly (Grant, 2011).
Zara's Supporting Activities (4)
1. Infrastructure
Zara IT supports the interaction between the different departments throughout the entire company.
2. Human Resource Management (HRM)
Zara focus on HRM is evident in their hiring of newly graduated designers with fresh ideas and energy from the local areas.
3. Technology
Highly

BCG Matrix Analysis: Boston Consulting Group
Boston Consulting Group (BCG) matrix analysis is a method to analyze through the market share position and industry growth rate of a business.
The relative market share position means the ratio of a division's own market share in a particular industry to the market share by the largest rival
firm in the particular industry itself.
In travel agency industry, we had found many travel agents that provide more similarity service as well as full package of ticketing o the
consumer. Therefore, the marketers sometime need to use a portfolio analysis to analyze the market share position and rate the industry growth by
using BCG or General Electric (GE).
There are four categories in Boston Consulting Group Analysis:
a. Question Marks– Question marks also can be known as problem child or wildcats which mean the business is in low ... Show more content on
Helpwriting.net ...
Star– Stars in BCG means a high relative market share and high industry growth rate in the market. It can consider as the best long–run
opportunities for growth and profitability for its company and bring benefits to the industry as well. In the future, when the market growth is
slowing down, the Stars can become Cash Cow.
Trivago: Trivago is the online travel and online agency based in Germany. It is founded on 2005 by the parent company Expedia with 758
employees. The Trivago website has totally received around 45 million users for each month from 47 international platforms such as Expedia,
Booking.com and etc. The other platform such as United Kingdom and Spain were launched in 2006 and 2007 and it is continue to expand in
other country for a year later. In December 2014, it has also added on the service from hotel booking to trip itinerary.
c. Cash Cows– It is a high relative market share but it is complete in low–growth industry. The cash has generally excess of their needs and it has
already reached a matured product in product lifecycle. The cash cows usually bring in money more than needed to maintain their market

Case Study On Bajaj Pressure Cookers
Bajaj realized that there are gaps in the pressure cooker category. So it decided to conduct market research for analyzing the gaps in the pressure
cooker category.
The project required speaking to the retailers asking them why the customers are not preferring the Bajaj Pressure Cookers and what are they
expecting. And suggesting some new ideas or initiatives which can improve the sales of Bajaj pressure cookers.
For this purpose the retailers were interviewed. Visits were made to retailing stores in west Nagpur area. Lastly, an analysis of the competitors
like Prestige and Hawkins was also carried out to find out about their activities in the retail direction.
From the findings it was clear that the retailers and customers are no so happy ... Show more content on Helpwriting.net ...
Matching is used to find competitive advantages by matching the strengths to opportunities. Converting is to apply conversion strategies to
convert weaknesses or threats into strengths or opportunities. An example of conversion strategy is to find new markets. If the threats or
weaknesses cannot be converted a company should try to minimize or avoid them.
Internal and external factors
The aim of any SWOT analysis is to identify the key internal and external factors that are important to achieving the objective. These come from
within the company's unique value chain. SWOT analysis groups key pieces of information into two main categories:
1. Internal factors
– The strengths and weaknesses internal to the organization.
2. External

Evaluating A Pharmaceutical Portfolio Using ( Bcg, Eg, And...
1– The purpose of analyzing a pharmaceutical portfolio using(BCG, EG, and others), and describe the characteristics of a "Star" products and its
role in portfolio. The decisions that the companies make are affected by the problem of resource scarcity. With many opportunities but limited
resources, the companies should know what is the best to invest their cash in. Always, there is the question of how and where to invest the cash, it
is a real challenge for those who are responsible for allocating the resources. Pharmaceutical companies may have 10, 30 or 100 products should
be managed. These products differ in potential growth, competitive environment, and performance. The decision is very hard to choose which
products that the company should invest. The BCG matrix or GE compare the products and divide them to the groups that are worth investing in
or the groups that should be harvested or divested. The purpose of these tools is highlighting growth potential, relative market share, and cash
flow potential between different products in portfolio. These differences can indicate which products that can generate investment funds and
which Should, perhaps, be discontinued The Boston Group Consulting Matrix divides the products into four different groups ( Stars, Cash Cows,
Question Marks, Dogs) based on: Market share – the magnitude of the product's sales in the market. Market growth – the demand in the market
its self is growing or not. However, Stars are high growth market and

GM SWOT Essay
MARKETING MANAGEMENT CASE ANALYSIS LECTURER: Boaz K. Ingari General Motors (K) ltd An Introduction General Motors East
Africa Limited was formed in 1975 and is a joint venture between General Motors Corporation (57.8%), Industrial and Commercial Development
Corporation (20%), Centum Investments (17.8%) and Itochu Corporation (4.4%). The vehicle manufacturing plant in Nairobi assembles a wide
range of Isuzu trucks and buses. It is the largest manufacturer of commercial vehicles in the Eastern Africa region with more than fifteen models.
GM East Africa also retails fully built Chevrolet brands. General Motors East Africa Limited is certified to ISO 9001:2008 (quality management
system) and ISO 14001:2004 (environment ... Show more content on Helpwriting.net ...
Maury F. Dieterich was appointed the new managing director of GM (K). Mr. Dieterich had been the financial director for three years prior to
this, and he was therefore already well known by the local staff. Mr. Dieterich, as managing director, is a member of the board of GM (K), which
is presently chaired by Mr. Bernard Hinga. Mr. Hinga and most directors are Kenyans. Company Objectives Discussing the production capacity
of GM (K), Mr. Dieterich recently reported that the Nairobi plant was operating with only one shift (It has a three–shift potential) and forecast
production at 2,300 units – approximately 60% of the capacity of one shift (E.g. 800 medium duty trucks, 600 light duty trucks, 500 pick–ups,
300 utility vehicles and 100 buses). This is reportedly a 50% increase over last year's level of production. Utilizing a greater proportion of the
production capacity would help GM (K) to fulfill a national goal of providing more jobs. Mr. Dieterich also stated that GM (K) had a
responsibility to its customers and to the public to continually improve the quality and safety of its products to meet both strict international and
GMC parent company standards, and to maintain high levels of service. In short, he stated that it is service and quality that really sells products.
Finally, Mr. Dieterich said that he would follow his predecessor's example of an open door policy

Bcg Paper
Strategic Management BCG Matrix Written by : Afringga Qurani A.S. (008201100114) Dery Apriani S. (008201100033) Firdausi Fananiar
(008201100086) Mutmainnah Hauliyah (008201100120) Putri Azizah S. (008201100023) Rizqi Mulia Raya (008201100106) Lecturer : Mr. Irfan
Habsjah Class : Accounting 2 President University Jababeka Education Park, Jalan Ki Hajar Dewantara, Cikarang – Bekasi 17550 BCG Matrix
Definition of BCG Matrix Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA in 1970, to
help corporations with analyzing their business units or product lines. This help the company allocate resources and is used as an analytical tool
in brand marketing, product management, strategic ... Show more content on Helpwriting.net ...
Once it becomes a star, it is profitable. BCG Matrix is helpful for managers to evaluate the balance in the firm's current portfolio of Stars, Cash
Cows, Question Mark, and Dog. BCG Matrix applicable to large companies The model is simple and easy to understand It provides a base for
management to decide and prepare for future actions. Limitation of BCG Matrix The BCG Matrix produces a framework for allocating resources
among different business units and makes it possible to compare many business units at a glance. But BCG Matrix is not free from limitations,
such as– 1. BCG matrix classifies businesses as low and high, but generally businesses can be medium also. Thus, the true nature of business may
not be reflected. 2. Market is not clearly defined in this model. 3. High market share does not always leads to high profits. There are high costs
also involved with high market share. 4. Growth rate and relative market share are not the only indicators of profitability. This model ignores and
overlooks other indicators of profitability. 5. At times, dogs may help other businesses in gaining competitive advantage. They can earn even
more than cash cows sometimes. 6. This four–celled approach is considered as to be too simplistic. Implementation of BCG Matrix PT Sony
Indonesia PT Sony Indonesia conducts sales activities to consumers in Indonesia. Famous products of PT Sony Indonesia issued VAIO
(notebook), PlayStation,

Boston Studying Group: A Matrix Analysis Of Boston...
Boston Consulting Group (BCG) matrix analysis is a method to analyze through the market share position and industry growth rate of a business.
The relative market share position means the ratio of a division's own market share in a particular industry to the market share by the largest rival
firm in the particular industry itself.
In travel agency industry, we had found many travel agents that provide more similarity service as well as full package of ticketing o the
consumer. Therefore, the marketers sometime need to use a portfolio analysis to analyze the market share position and rate the industry growth by
using BCG or General Electric (GE).
Cash cow is that the company has a high market share in a slow–growth industry. These units tend ... Show more content on Helpwriting.net ...
In order to succeed in the market, all industries participants must have a develop strategy as we can see from current situation, the market
conditions are changing. Sometimes it is very difficult to handle these changes. So these changes should be monitored and reacted upon to get
success in the market.
Besides that, an organization must have a good sense in brand awareness. In any industry, brand awareness is very important to stay in
competition. People and those companies' management must always aware with the current new entry brand in market in order to know well
about the competitors how their corporate strategy in order to reduce the threat toward own business as well.
Next, according to new generation, there are getting more and more people who tend to purchase and surfing online to get more information with
their fingertip. So, online presence could gain more advantage in the new generation. The recent trends show, consumers increasingly favoring
online bookings and using the resource to research their holiday and find the best deals. Without online presence, the opportunity could be
underutilized and revenues could

Kroger 's Star Business Units Essay
Kroger's star business units would be nonperishables and perishables. Nonperishables consist primarily of groceries, general merchandise, health
and beauty care and natural foods; this segment accounted for $44.62 billion for the company in 2014. Perishables consist primarily of floral,
produce, meat, seafood, bakery, and deli, accounting for $17.53 billion for the company in 2014 (10–K. Kroger Co. 2014. 41). Consistently, since
2010, the nonperishable business unit has accounted for over 50% of Kroger's sales revenue, and the perishable business unit has accounted for
over 20%. Within the nonperishable and perishable units, corporate brands are a large driver of sales and give the company a competitive
advantage. In 2014, 25.5 % of sales dollars came from Kroger's corporate brands ("Kroger Fact Book 2014"). Nonperishable have seen constant
growth from 2010 to 2014. The most significant jump in sales revenue derived from nonperishables was seen from 2013 to 2014, with an increase
of over $5 billion which can be seen in figure 3–2. The fact that Kroger is seeing such a large market share, over 50% of their revenue, coming
from the nonperishable segment and 20% coming from the perishable segment, means that these are their stars due to their generation of
considerable income. Both the pharmacy segment and the fuel segment of Kroger's company would be considered their cash cows. Kroger is the
fifth–largest pharmacy operator in the United States, and saw over $9 in

The strategic analysis of EasyJet and Easy Group --the...
Introduction
The assignment was based on a strategic marketing analysis of Easy Jet and Easy Group. It will be carried out through two exclusive parts.
In the first part, firstly, we are going to give a general overview on easyJet's assets, then mainly concentrate on its critical capability which formed
its core competence. Essentially, historical comparison approach was adopted to evaluate the organization's relative strengths and weakness.
The second one is by constructing a Growth–share Matrix for the Easy Group to better understand the balance portfolios of its different Easy
companies in it and then the core competence of Easy group will be discussed in detailed.
Part One
1. The overview of easyJet's assets:
1.1 Physical assets ... Show more content on Helpwriting.net ...
Now approximately 90% of all seats are sold over the Internet, making EasyJet one of Europe's biggest Internet retailers. This approach
eliminates the distribution costs charged by the middlemen. (Cranfield School of Management, 2001)
Ticketless travel
easyJet confirm the booking of seats by e–mailing passengers, which cuts the cost of issuing, distributing and processing tickets.. This is going to
be a sustainable basis for easyJet to continue to be as successful as it has been in the year ahead. (biz/ed, 2004)
High utilization of aircraft
easyJet has always bought brand new aircrafts which are believed more reliable and need much less maintenance. Consequently, it allows high
utilization, minimising the cost .per hour flown cheaper than using older ones. (Stellios Harji Ioannou, 2002)
Simple service model
Ending of free on–board catering reduces costs and unnecessary management. It is also a key differentiator, a potent reflection of their low–cost
approach, between easyJet and other airlines. Passengers have choice to purchase food if desired and pay less for the flight. The concept also
reflects a more general point of eliminating other unnecessary, complex–to–manage and costly services, such as pre–assigned seats; interline
connections with other airlines and cargo/freight carriage. ( go–fly.com. 2004f.)
Efficient use of airports
EasyJet flies to main destination airports throughout Europe and uses less congested and less expensive

How Do Customer Relationships Give Companies A Competitive...
1. How do customer relationships give companies a competitive edge? (20%)
Losing a customer means a lot more than losing a sale, it means losing the entire future stream of purchases that the customer would make over a
lifetime of patronage. There are a number of reasons why a customer may stop buying from a company; very often though that reason is linked to
poor customer service as opposed to something inherently wrong with the brand itself. Customer relationships give companies a competitive edge
based on the merit that if consumers are happy more often than not those consumers will continue to do business with said company. A recent
study conducted by TD Canada's customer loyalty poll asked consumers which form of appreciation are ... Show more content on Helpwriting.net
...
(20%)
The business portfolio analysis uses quantified performance measures and market growth to analyze a firm's strategic business units as though
they were a collection of separate investments. The BCG advises clients to locate the position of each of its SBUs on a growth share matrix. The
vertical axis is the market growth rate, which is the annual rate of growth of the specific market or industry in which a given SBU is competing.
The horizontal axis is the relative market share, defined as the sales of the SBU divided by the sales of the largest firm in the industry. Each of the
quadrants are given a specific name and description based on the amount of cash they generate. Cash cows; are SBUs that typically generate large
amounts of cash, far more than they can invest profitability in their own product line. They have a dominant share of slow–growth market and
provide cash to pay large amounts of company overhead and to invest in other SBUs. Stars; are SBUs with a high share of high–growth markets
that mat need extra cash to finance their own rapid future growth. When their growth slows, they are likely to become cash cows. Question marks
or problem children; are SBUs with a low share of high growth markets. They require large injections of cash just to maintain their

Ansoff Matrix Essay
We will now analyze the corporate–level strategy of Patanjali using the Ansoff Product and Market Growth Matrix. There are four components of
Ansoff Matrix – market penetrations, market development, product development and diversification and we will discuss each of them in detail
below.
a) Market Penetration: It focuses on expanding sales of the existing product in firms existing market. This can be achieved by a combination of
pricing strategy , sales promotion and marketing and the objective of the firm is to be the dominant player in that market by driving out the
competitors and increasing the loyal customer base. This would make it less risky and require less market research for the firm to expand as it can
utilize its existing resources ... Show more content on Helpwriting.net ...
This strategy requires the firm to develop products appealing to existing markets and the business will have to develop new competencies. This
strategy emphasis on research and development, market research on customer needs and innovative ideas. This usually happens if the firm has a
huge customer base and the market for existing product is reaching saturation and thus market penetration strategy could not be applied. Patanjali
in its part focused on quality, purity and affordability and the followers of Baba Ramdev formed its core set of customers. Patanjali started
making amla (gooseberry) juice which happened accidently. A group of farmers don't know what to do with excel gooseberries as the price was
very low and there was not much demand. At that Patanjali introduced this new drink – 'Amla Juice' to the market which was an instant hit. The
introduction of new product was little riskier as they didn't knew how the product would be accepted by the customers, but after the drink became
hit, they introduced various varieties of juices likes Aloe Vera Juice, Hing digestive golis and also personal care products like shikakai, sherbets
and spices that Indians otherwise shopped at gramudyog outlets. They also plan to introduce other products from baby care to garments and from
bio–fertilisers to healthy food, and also organic cotton

Ansoff Matrix Model Of Ryanair
Executive Summary
Ryanair is an Irish airlines company set up by the Ryan family in 1985 with a share capital of just £1 and only 25 members of staff. Its first route
was launched in July 1985 from Waterford in the southeast of Ireland to London Gatwick. The expansion of the company started in 1986, when
the company obtained the permission to compete with the duopoly British Airways and Aer Lingus. For many years up to 1990, the financial
performance of the company which was negative, dramatically changed with the appointing of the new Chief Executive Officer Michael O'Leary.
The new management vision was to restructure the company based on the Southwest Airlines prototype business model with a culture of low–
cost / low fare. Thanks to the European Union deregulation air transport in ..., the company opened new routes and bases, increase its market
share and became the first airline in Europe to carry over 100 Million international customers in a calendar year (Ryanair,2016) due to its low cost
competitive advantage. The purpose of this report is to comment at the first part how Ryanair achieve its competitive advantage through the RBV
analysis (Barney,1991), the second part will assess its approach to the diversification through the Ansoff matrix , the third part will discuss the
company's organisational culture using the cultural web modeland last part its internationalization strategy.
1. Introduction
Through the Ryanair's case study (Eleanor O'Higgins), the aim of this

Analysis Of Porter 's Five Forces
Porter's Five Forces
The Treat of Entry
The children's–products and services industry is one of the highly profitable sectors in the UK because the total UK children's wear market alone
worth around £5.91billion in 2011 with a 6.5% growth from the previous years (keynote 2011). This shows that markets such as these are highly
profitable and they can attract new firms easily; on the other hand it can decreases the profitability for all firms within the market and then creates
a higher level of competition. the threat of entry is largely dependent of the barriers to entry within the market itself. Generally when volume of
production increases, the average cost per unit decreases with economies of scale. One of the barriers of entry for Mothercare and its competitors
is the economies of scale which they can exploit in order to provide lower prices to consumers or generate higher profits. Therefore, in order for a
company to compete directly with Mothercare, it would need to have enough capital to produce goods at near the same volume than the market
leaders. But Tesco PLC and other large supermarkets were able to penetrate and become strong competitors in the market because of the large
capital they have. Also, In 1990 ASDA launched its 'George' (Brand republic 2006) range and was instantly able to provide quality clothing at
cheap and affordable price because they had many outlet and capital which gave them advantage of large economies of scale. The Bargaining
Power of

The Evolution Of Mobile Payment Essay
Introduction
Although SmoothPay has grown successfully as a business over a short period of time, many significant challenges have arisen and must be
considered in their next strategic decisions to achieve a sustainable and long term growth. Despite SmoothPay offering a unique product that
allows their users to make mobile payments, the majority of consumers prefer to do cash or credit card transactions. Because SmoothPay is
currently a small business, their brand has not yet been fully recognized or established in their target market. As SmoothPay's rivals continue to
increase, the concept of using mobile payments in Canada continues to be slow.
Evolution of Mobile Payment
In January 2014, SmoothPay was first launched in Toronto, Ontario offering mobile payments with integrated functions such as customizable
loyalty programs and solutions. In addition, this company's network has reached over 5,000 users and 100 merchants in their well connected
partnerships and community in less than two years. Despite this achievement, only a low percentage of consumers are using their smartphones to
make their daily purchases across Canada creating difficulty in further promoting SmoothPay's business. However, SmoothPay has focused in
highly populated areas, such as universities. Therefore, this strategic decision has increased some brand awareness. Since this product lets
consumers to easily connect with their payment accounts, such as Visa, MasterCard, and PayPal, many have

The Ansoff Market Matrix
Question a)
The Marketing environment
To run the business effectively, we need to understand what the outside and inside influences in the business are. Basically the marketing
environment can be divided into three types such as; internal environment, micro environment and macro environment.
Internal environment is the internal to the business. It is made of 5Ms which are; men, money, machinery, material and minutes. It is more
important to manage their business.
Micro environment is the immediate environment. It is made of SPICC factors i.e. Supplier, Public, Intermediaries, Customers and Competitors.
The advertising firm has the control over the small scale environment which will help them to get data keeping in mind the end goal to give ...
Show more content on Helpwriting.net ...
The Ansoff's Matrix is a tool that helps business to decide their product and market strategies. This model describes the four strategies such as
Market penetration, Product development, market development and Diversification.
Markets
The hotel has four vital choices, as indicated by ansoff's model, we can sort the techniques. The first procedure is to offer the hotel and put
resources into an alternate endeavor. It will go under enhancement procedure on the grounds that they plan to put another venture in new market.
This is a dangerous method on the grounds that business is moving into new market with practically no experience.
The second procedure is to do nothing major i.e. the hotel could simply keep on running with the plan of attaining to natural development. It is a
business entrance in light of the fact that they concentrate on the current administration in a current business. They can accomplish the targets
through expansion the piece of the overall industry by valuing techniques, notices and deals advancement or rebuild the developed market by
driving out contenders or expand the use by existing clients through faithfulness

Marketing Analysis Using Bcg And Ansoff Matrices
Marketing Analysis Using BCG and Ansoff Matrices
Name
Institution
Marketing Analysis Using BCG and Ansoff Matrices
Introduction
BCG matrix is also referred to as growth share matrix, Boston matrix, portfolio diagram or product portfolio. BCG matrix is a graph created by
Bruce D. Henderson to help corporations analyze their business units and their product lines being created for Boston Consultation Group. The
matrix help in the group allocation of resources and is also used as an analytical tool in the product management, brand marketing, strategic
management and the portfolio analysis. Market performance analysis by the firms using its principles has called for the matrix usefulness into the
question. For the use of the matrix, one plots the scatter graph so as to rank the business units and products on the market share basis and the
growth rates. The matrix uses several tools in the analysis process, and these are cash cows, dogs, question marks and stars.
In the cash cow tool, a company is analyzed to have a big market share in a slow–growing industry. The unit typically generates excess cash in
the amount needed for the business maintenance. They are regarded as boring and staid in a mature market yet many corporations always value
owning them because of their cash generations. They are milked continuously with the least investment available since the investment is the
waste in the low industrial growth. The dogs are more charitably referred to as pets.

Bcg Paper
Strategic Management
BCG Matrix
Written by :
Afringga Qurani A.S. (008201100114)
Dery Apriani S. (008201100033)
Firdausi Fananiar (008201100086)
Mutmainnah Hauliyah (008201100120)
Putri Azizah S. (008201100023)
Rizqi Mulia Raya (008201100106)
Lecturer : Mr. Irfan Habsjah
Class : Accounting 2
President University
Jababeka Education Park, Jalan Ki Hajar Dewantara, Cikarang – Bekasi 17550
BCG Matrix
Definition of BCG Matrix
Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA in 1970, to help corporations with
analyzing their business units or product lines. This help the company allocate resources and is used as an analytical tool in brand marketing,
product ... Show more content on Helpwriting.net ...
If the question mark does not succeed in becoming the market leader, then after perhaps years of cash consumption it will degenerate into a dog
when the market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment
required to grow market share.
Stars are units with a high market share in a fast–growing industry (High Market Share / High Market Growth). The hope is that stars become the
next cash cows. Sustaining the business unit's market leadership may require extra cash, but this is worthwhile if that's what it takes for the unit to
remain a leader. When growth slows, if they have been able to maintain their category leadership stars become cash cows, else they become dogs
due to low relative market share.
As a particular industry matures and its growth slows, all business units become either cash cows or dogs. The natural cycle for most business
units is that they start as question marks, then turn into stars. Eventually the market stops growing thus the business unit becomes a cash cow. At
the end of the cycle the cash cow turns into a dog.
The overall goal of this ranking was to help corporate analysts decide which of their business units to fund, and how much; and which units to
sell. Managers were supposed to gain perspective from this analysis that allowed them to plan with confidence to use money generated by the
cash cows to fund the stars and, possibly, the question marks. As the

Htc Assessment Essay
| | | | | | | Table of Contents 0.0 Executive Summary.......................................................................................................3 1.0 Company
Overview.......................................................................................................4 2.0 Mission and
Vision.........................................................................................................4 3.0 External Environment
..................................................................................................4 3.1 PESTEL
Analysis......................................................................................................4 3.2 Competitor
Analysis...............................................................................................5 3.3 5 Force
Analysis.....................................................................................................7 4.0 Internal
Resources.........................................................................................................8 5.0 Strategy Option for
HTC...............................................................................................9 5.1 Business Level
Strategies.........................................................................................9 5.2 Corporate level ... Show more content on Helpwriting.net ...
3.1 PESTEL Analysis The PESTEL analysis can be used to analysis the market environment in which HTC operates in, they include: Political
Factors and Legal Factors * Due to the high tech nature of the industry, products from various companies are heavily patented and since similar
technology is used between manufacturers, infringement of these patents can lead to very costly lawsuits against the company. * In 2008 as well
2010, lawsuits were filed against HTC by companies such as Apple and IPCom claiming that HTC infringed upon their patents and demanded
compensation such as to prevent the company from exporting their products into certain countries (Datamonitor, 2011). * Possible infringement
of intellectual property in the future which if proven would result in large compensation in money as well as damaging the brand image.
Economic Factors * Since the company operates on the global scale and since most of their revenue comes from international markets, HTC
would be positively or negative affected by fluctuation in the exchange rates. * Due to high operating expenses overseas, such as high cost of
labour and taxation, HTC's operating margins have dropped from 19.9% in 2008 to 15.8% in 2010. However, these margins are considered low
when compared to their competitors (Datamonitor, 2011). Social Factors * According to several report, the demand of smartphone have amount to
300 million units being sold by the end of 2010 and is

Analysis Of Customer Profitability Analysis For Derrick's...
Customer Profitability Analysis Using BCG matrix for Derrick's Ice–Cream Co.
Derrick's Ice–Cream Company is located in modern premises and manufactures and distributes 30 different ice–cream product lines from its
suburban base in the UK. The products are distributed by Derrick's own fleet of refrigerated trucks to six major wholesale distributors.
Annual sales are currently around the £10m level, distributed among the wholesalers as indicated in Table 1. Derrick's control about 35% of its
metropolitan market, but this shrinks to less than 10% in outlying areas where there are many small competitors.
Market shares for six customers
Customer % Sales
Ardron's Wafers 19
Butler Ices 12
Cahill's Cones 25
Donleavy Ices 09
England Wedges 14 ... Show more content on Helpwriting.net ...
The cold stores cost is approximately £500000 p.a. to run, but excess capacity can be hired out to other non–competing firms.
The requirement of meeting the sometimes uniquely specific requirements of customers has been causing Derrick's management some serious
headaches recently. They recognize the importance of a client–focused approach to marketing and distribution, but are beginning to feel that they
are being exploited by some customers who are never satisfied with the level of service provided, however extensive it may be and this is costing
them a lot of money.
So, to analyze the current situation we will form a BCG matrix and recommend decision on its results.
BCG matrix will help us to examine distributors in he company's portfolio on the basis of their related market share and industry growth rates.
In other words, it is a comparative analysis of business potential and the evaluation of environment.
According to this matrix, business could be classified as high or low according to their industry growth rate and relative market share.
Relative Market Share = SBU Sales this year / leading competitors sales this

Marketing Techniques Used in Marketin Products in Barclays...
(1)INTRODUCTION I am going to describe the marketing techniques used to market products in Barclays Plc and in Diabetes UK as well as
their main activities. (1a)BARCLAYS PLC Sector by activity Barclays is a global profit making service provider that offers retail and
commercial banking,corporate and investment banking,credit cards,wealth and investment management to over 50 countries worldwide. (1b)
DIABETES UK Sector by activity Diabetes UK is the largest charity organisation in the UK that provides products and services such as
retirement,life,travel,motor and home insurances as well as care events,financial services,practical information and safety–net services for people
with diabetes,their family,carers and friends to help ... Show more content on Helpwriting.net ...
Market penetration Barclays was the first bank in the UK to introduce personal bankers, current accounts and bank loans in the late nineties to
some of its branches under a pilote scheme and now Barclays is a worldwide bank that provides these same services to more customers in this
same market. Diversification Barclays corporate offer expert teams across every sector from manufacturing and technology, agriculture, oil and
gas, healthcare, hospitality and leisure, retail and wholesale to restaurants and law firms and was the first bank to introduce industry specialisms
in various sectors. Barclays corporate gives its customers a dedicated relationship director who can structure solutions and deliver appropriate
services to boost customers businesses. (3b) SURVIVAL STRATEGY Barclays survival strategies are strategies they amend or put together to
enable the company overcome financial crisis or problems. For example, when the UK was entering into a recession, Barclaycard's sources of
income were dying up so it ramped up its televisual exposure

P1 P2 Unit 3 Introduction to Marketing
According to, the Ansoff Product–Market Growth Matrix is an instrument in marketing that was developed by Igor Ansoff. In the Ansoff matrix,
it allows the marketers to look at different ways to grow the business through existing products and markets and new products and markets.
Moreover, the matrix is composed of four various strategies:
– Market Penetration– market penetration is composed of existing products and markets, it occurs when an organisation enters an existing market
with current products and services.
– Product Development– product development is composed of existing markets and new products, it occurs when an organisation with a current
or existing market undertakes a strategy of creating a new product which provides ... Show more content on Helpwriting.net ...
This shows that a product development strategy for entry into a new market is successful; it may lead the company into introducing more
innovative products into the same market or parallel markets, such as in the introduction of iPhone into the smart phone market, and most
recently the iPad into the slate PC market.
Apple's branding strategy focuses mainly on emotions. It centers on a person's lifestyle, imagination, his passion, hopes, dreams and aspiration,
and lastly empowering the people through technology. The Apple brand personality emphasizes on making people's lives easier and it is a
company with a genuine connection with its customers. Apple try's to brand the business around customers; every aspect of the customer
experience is relevant. Every contact with the customer must be a reinforcement of the brand's values.The brand is currently expanding by
opening retail stores in high–end shopping districts in major cities around the world. The brand provides expert staff to selected stores; it has
formed alliances with other companies to distribute its products (like with HP for example, who pre–loaded iTunes into its PC's and laptops). The
brand has also increased its accessibility through the expansion of its online stores.Through its retail stores, Apple is able to offer customers a
direct

Pizza Hut
"Should Pizza Hut open a new outlet in Baroda?"
Word count:4059(without abstract)
Abstract
Pizza Hut is the largest restaurant chain with over 123 restaurant crossways in 32 cities. Pizza Hut is planning to open a new outlet in Baroda.
Consequently, Pizza Hut believes that they can increase their growth by forthcoming outlet successfully. Executives at Pizza Hut are currently
investigating various methods in support of opening a new outlet.
This essay aims to answer the following question:
In order to reach a valid conclusion, analysis of both qualitative and quantitative factors were conducted. The primary data was obtained through
... Show more content on Helpwriting.net ...
This essay aims to answering the following question:
1. http://www.pizzahut.com/OurStory.aspx 2. http://www.pizzahut.com/OurStory.aspx 3. http://220.226.195.78/pizzahut.co.in/about_us.php 4.
http://220.226.195.78/pizzahut.co.in/about_us.php 5. http://www.pizzahut.com/OurStory.aspx 6. http://www.pizzahut.com/OurStory.aspx 7.
(Manager of Pizza Hut). Personal interview
RESEARCH QUESTION
Pizza Hut is an established brand all over India. To increase the growth of the new outlet, Pizza Hut recently set up a new market research on the
outskirts of Baroda with the investment of __
Basically, Pizza Hut firms in India send Managers to spread proper awareness about their new outlet among the customers through different types
of advertising and keep the customers informed about their advancements in current outlets 10. Commercially, I expect that the opening of the
new branch will lead to an increase in sales in Baroda, Gujarat, and could increase the market share of Pizza Hut. For this reason, they want to be
able to successfully market their new firm when it is commercially launched.
As previously mentioned, to increase its growth and successfully market their upcoming outlet, Pizza Hut has been reviewing various promotion

Case Study Of BCG And PLC
BCG and PLC In order to achieve a broad understanding of the B&O and the actual product presence, it requires an understanding of how the
various products categories are sorted in the channel. With the Boston Consulting Group model also known as BCG model, we will analyze the
collection of products they have. After that with the Product Life Cycle model also known as PLC, we will show the different stages that product
goes from development to withdrawal. Together with BCG and PLC, we will have understanding and assessment of the company's product range
and what challenges or opportunities could be in this area. B&O has four business areas – Audio/Video, B&O Play, Automotive and ICEpower.
We decided to focus on the Audio/Video section, because the revenue for the second quarter of 12/13 is MDKK 819 and around 58% = MDKK
476 of this was generated from sales of Audio/Video (B&O Financial report Q2 12/13). The categories under Audio/Video section are shown in
Figure 141. From this model, we can see that B&O has four main product groups. Audio and video: Video Loud Speakers Audio Telephones The
shown product groups ... Show more content on Helpwriting.net ...
Top prices, absolute quality, exclusive design and cooperation with luxury car brands have positioned B&O's products in a niche market. The
ownership of B&O products creates a feeling in the customer of belonging to certain social class. By offering BeoPlay–"the products of lower
costs" may affect consumer's perception of "High price = High quality". B&O for attracting the group of young people, should up to date their
technology because the young people are up to date with the innovations and also should make some product differentiation and come out with
high quality products but with more affordable price. Also, have to take under consideration that entering into the lower–price market may
increase the competition from the electronic giants such as Samsung, Panasonic,

Analyse a Case Study `Change at Whirlpool...
Environmental analysis (PESTEL , 5 forces
Political
The political changes are likely to influence Whirlpool only insomuch it can affect the markets the company sells to , causing political instability
that will wreak havoc in the economy . The company has already sustained , for instance , losses in South America – it can suffer more if the
region experiences riots or major political upheavals
Economic
The organization is affected by the prosperity of people in the markets it targets that will translate into changes in both
replacement purchases and level of activity in construction companies
Economic activity will affect the relative weight of upscale brands such as KintchenAid as c compared to Frigidaire or Rapor brands
Social ... Show more content on Helpwriting.net ...
They have to be given new distinct images that will permit customers to take a new look at old things . New promotions have to be developed that
will target consumers who previously would not have thought of buying a Whirlpool appliance
The brand value creation strategy can also be useful to Whirlpool in emerging markets where it will follow Market Development strategy
Whirlpool goods can be introduced into the market in a new light that will parallel the brand image the company creates in its traditional markets
. This will single out Whirlpool products from the rest of the market and make them an impressive novelty in these markets
Strategy selection evaluation (suitability , feasibility accessibility
The strategy of brand value creation can be tested for
Suitability : it can be poorly compatible with the current risk– and change–averse culture
Feasibility : the projected cash generation from the increase in brand value can be mapped out in to see whether this will be appropriate
Accessibility : the company can tests what marketing promotions and other measures it can undertake to make its brands work
Implementation (force field analysis , change kaleidoscope
The force field analysis has identified the

Product Management Using Boston Matrix Tool With Product...
Product Management Using Boston Matrix Tool with Product Life Cycle Management INTRODUCTION: Oil and gas theft and spillage along
pipelines are caused by two major phenomena: damages and ruptures. However, pipeline damages are mainly due to sabotage. Due to diminished
pipeline and aging process of the pipes there will be ruptures in pipeline. In Nigeria oil and gas theft and spillage occurs due to a number of
causes which include corrosion of pipeline and tankers, sabotage, oil production operations and insufficient or non–functional production
equipment. Pipeline rupture is caused due to "very old and lack regular inspection and maintenance".As a result it is causing environmental
pollution and wastage of resources. To over come this problem an Engineering Systems Development Company called Abuja Energy Surveillance
(AES) Ltd has developed a new oil and gas pipeline monitoring system using drones and Geographic Information System. By using Boston
Matrix the company has planned 10 year strategic market share plan that focuses on making the system a market dominant in energy security and
environment pollution management for oil and gas industry sector in many countries. Boston Matrix: "It was developed by the Boston Consulting
Group; it is a tool that allows classifying and evaluating the products and services of a business". By using Boston Matrix a company can decide
what planning should be made in order to balance the activities of a company. Purpose of BCG matrix is to

The Ansoff Matrix: Strategic Choice And Strategy Analysis...
According to Porter, systems permit associations to increase upper hand from three unique bases: cost administration, separation, and core
interest. Watchman calls these bases non specific procedures. Fetched administration underlines delivering institutionalized items at a low for
each unit cost for shoppers who are value touchy. Two option sorts of cost administration systems can be characterized. Sort 1 is a minimal effort
technique that offers items or administrations to an extensive variety of clients at the most reduced cost accessible available. Sort 2 is a best–
esteem procedure that offers items or administrations to an extensive variety of clients at the best value esteem accessible available; the best–
esteem technique intends to offer clients a scope of items or administrations at the most minimal cost accessible contrasted with ... Show more
Strategic Choice and Strategy Evaluation:
The Ansoff framework gives the premise to an association's target setting process and sets the establishment of directional strategy for its future
(Bennett, 1994). The Ansoff matrix is utilized as a model for setting targets alongside different models like Porter grid, BCG, DPM network and
Gap examination and so on. The Ansoff matrix is likewise utilized as a part of advertising reviews (Li et al, 1999). The Ansoff network involves
four conceivable item/advertise blends: Market Penetration, Product Development, Market Development and Diversification (Ansoff 1957,
1989).
Source: Ansoff (1957, 1989)
A business can utilize item portfolio investigation to create incorporated arrangements for its items. The generally utilized "item advertise
network" relates conceivably new exercises and additionally existing exercises as far as freshness in item and business sector. This device is for
the most part utilized for comprehension the general classes in selecting new item and new market exercises. As per Ansoff, the matrix is shown
as

Bcg Growth Share Matrix
Dublin Institute of Technology
MSc COMPUTING SCIENCE
(Information Technology for Strategic Management)
BCG Growth Share Matrix
Research Assignment No. 2 The BCG Growth–Share Matrix
The BCG Growth–Share Matrix is a portfolio planning model that was developed by Bruce Henderson of the Boston Consulting Group in the
early 1970's. It is based on the observation that organisations business units can be classified into four categories based on combinations of
market growth and market share relative to the largest competitor. Market growth serves as a proxy for industry attractiveness, and relative
market share serves as a proxy for competitive advantage. The growth–share matrix thus maps the business unit positions within these ... Show
more content on Helpwriting.net ...
The cash cow generates a relatively stable cash flow; its value can be determined with reasonable accuracy by calculating the present value of its
cash stream using a discounted cash flow analysis.
Under the growth–share matrix model, as an industry matures and its growth rate declines, a business unit will become either a cash cow or a dog,
determined solely by whether it had become the market leader during the period of high growth.
While originally developed as a model for resource allocation among the various business units in a corporation, the growth–share matrix also
can be used for resource allocation among products within a single business unit. Its simplicity is its strength – the relative positions of the
organisations entire business portfolio can be displayed in a single diagram.
Reference:
Internet Center for Management and Business Administration Inc, 2003, BCG Growth Share Matrix, Available [Online]:

Primark Strategic Marketing Audit
Primark
Strategic Marketing Audit
ARTD3039–26820
25613537
Image One
Primark Facebook
Image Two
Primark Facebook
ontents
1. Executive Summary
2. Brand Introduction
3. Brand Onion
4–5. The Consumer
6–7. Internal Analysis
8. Promotional Strategy
9. Price Strategy
10. Product & Price Hierarchy
11. Product Strategy
Appendix
12. Distribution strategy
24. Brand Identity Prism
14. The Competition
15. Brand Positioning Map
16–17. H&M
18–19. Financial Analysis
25. Rogers Theory of Innovation
26. Consumer Segmentation Table
27. Ansoff's Matrix Theory
28. H&M SWOT Analysis
29. Like for Like Comparison
20–21. External Analysis
30. PESTLE Analysis
22–23. Objectives
31–32. Bibliography
This marketing audit will critically analyse the ... Show more content on Helpwriting.net ...
Consumer A
'60% of Primark sales revenue comes from outside the UK. Most of Primark customers are from Europe and the Arab
Nation, with a marginal amount coming from the B.R.I.C Nation,' BBC.
The predominantly female consumer base craves economical, accessible fashion. They conventionally shop in bulk a few times a month or a few

times a week for selective products.
(For Roger's Theory of Adoption see
Appendix Two)
Three consumer types have been identified within Primark.
Consumer B
Consumer C
16–23
24–35
35+
In current education of college, A–Levels or Undergraduate degree
Working professionals and potentially parents
Mainly parents and parttime workers
Purchase less frequently but more in transaction
Mid–low income who want value for money
Early adopters of trends
Tend to buy in bulk and matching outfits
Very digitally savvy with the latest technology
Has few financial outgoings– When they have money these consumers are less thoughtful about the price
Living in busy towns or cities Large demand for innovation and fast fashion
–4–
Mid–High income
Purchase for practicality and long durability
Will shop in many departments within the brand
Less conscious about up to date fashionability
Early/Late Majority
Childrenswear appeals mostly Not conscious about fashionability, more about durability Not digitally aware, but want quick and easy access Late
majority/Laggards
Consumer A is the prime segment that Primark target.

table of proposal target and time scale
Acknowledgment
First and foremost, I would like to thank Allah s.w.t for making things easy for me on doing and completing this assignment. Secondly, I would
like to thank my family and friends for supporting and helping me accomplishing my task. Without their support and trust, I could have never
been able to accomplish this task brilliantly.
Not forgetting my Business Strategy lecturer, Madam Marini Mohamed Azhari for all the help and guidance she had made. If it's not for my
lecturer, I would have never know how to do this task as good as I think I've been. For all the knowledge she had taught and shared, I would like
to say thank you and it has been a great pleasure for me to accomplish this task by using the knowledge I've gained ... Show more content on
Helpwriting.net ...
Pfizer will have to take on retailers such as Target, Walmart, or Rite Aid, which already have programs in place, offering lower–priced generic
drugs to their customers. In 2011, Pfizer will lose the patent for its most widely sold drug, Lipitor, which will have a huge impact on their sales
once generic products enter the market.
2– Global pricing pressure: http://www.ft.com/cms/s/0/8d1a1842–5649–11df–b835–00144feab49a.html#axzz1dt5ys5bp
The increased use of generic drugs as well as the fact that in most countries the government controls the prices of medical products results in
Pfizer facing increased pricing pressure. As government agencies have control over Pfizer 's pricing, this could negatively influence their sales
and revenue. In addition, the proposed legislation to control prices will most likely affect the company 's business.
3– FDA 's regulatory oversight: http://www.google.com.my/#pq=pharmaceutical+pricing+pressures&hl=en&cp=21&gs_id=96&xhr=t&q=fda
's+regulatory+oversight&pf=p&sclient=psyab&source=hp&pbx=1&oq=fda
's+regulatory+over&aq=0n&aqi=qn1&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=a943ccc3a173c5a3&biw=1280&bih=737
Regulations not only threaten to interfere with Pfizer 's international business, but are also imminent for its business in the United States. With the
FDA having increased regulatory power, Pfizer 's costs are

Discussion about the Growth Strategies Available to...
Growing a business is the process of having a greater market share by increasing customer base, thus increasing revenue, having more employees,
and larger premises. Growth strategies are the theories to which a business may utilize to attempt to grow their business. The theories I will be
discussing are evolutionary, classical, Schumpeter and mergers & acquisitions. Overview There are two types of business growth, organic, and
inorganic. Organic growth Organic growth is the process of expanding a business using internal sources. Retained profit is an example of funding
for growth. Another method of Organic growth is through private finds, such as the owner's personal savings. Marks and Spenser's growth is
primarily organic; ... Show more content on Helpwriting.net ...
This is allowing their business to grow even further by selling more products where they wouldn't have otherwise sold. 4 – Diversification
Diversification is when an entity markets a new product to new markets. An example of this is a app company creating a new revolutionary app,
this is a company creating a new product in a field that it understands. Another example is when a business launches into a new market that it isn't
specialized in or, for example Google is creating a contact lens for diabetes patients to monitor their sugar level. Google is launching into two
new markets, first is contact lenses, second in health care/ diabetes, and the third market is one they know well and are specialized in, technology.
The Ansoff matrix is a tool that helps businesses decide their product and market growth strategy. The Ansoff matrix looks at market change and
technical change on the two sides and helps act as a framework to companies to evaluate whether they should be looking for new markets or new
products. Disadvantage of Ansoff The Ansoff matrix is just a tool to help the business look at the markets and their products, it is very simple and
doesn't take into account the external environment. For example it doesn't give the business any market research into if the product will be
successful or not. The Ansoff matrix is most effective when its combined

Examples Of Ansoff Matrix
Market Strategy
In order to determine company's future growth, Ansoff Matrix (1957) has been used as a strategic planning tool by assessing risk from Product
and Market scopes. The figure below shown the four alternatives of Ansoff matrix. The two most appropriate strategies for Sin Yoon Loong is
market penetration and market development. Market Penetration, which is improve the sales of product to the existing customers who age range
from 35 years old and above. On the other hands, Market Development involves selling the existing products to the new market segments, which
is the Malaysian young coffee drinkers who are aged range from 20–30 years old. Both market penetration and market development strategies
seem to be solved to retain and ... Show more content on Helpwriting.net ...
The program, called MyCofe Experience will be introduced and in order to exceed customers' expectation. In the program on MyCofe
Experience, every customer will be greetings with Welcome when they enter to the coffee shop. Staff will help to describe the product of MyCofe
with menu order to the customers who are not familiar with them. Also, in order to improve customer intimacy, staffs are advised to write
customer's given name on the coffee cup and calling customer name politely for drinks collection. Customer Intimacy helped to build customer
loyalty for the long term (Michael & Fred, 1993). The company encourages employees to create a close relationship with each customer by
greeting them while they enter to the shop, introduce and brief them regarding to the product, close to the customers by calling their name
politely, knowing and remember their preferences. Kotler (2008) stated that in order to create customer satisfaction and value, the company
should offer higher than customer expectation and customer satisfaction, which can be created via building valued relationship with its customers.
Employees are playing a very important role in this program, therefore, motivation's program will be introduced to motivate employees with
recognition, promotion opportunity and best employee

Vivendi (a): Revitalizing a French Conglomerate
MAPPING THE BUSINESS LANDSCAPE
General Environment:
For CGE, the 1980s were a period of "unprecedented opportunity" in France in which it could make the "great leap forward". The French
economy as a whole was growing rapidly and the hopes of an expanded market with the European Community were attractive opportunities for
the firm.
In CGE, one form of diversification was "cross shareholdings". The origin of this cross–shareholdings can be traced to the period 1986–1988
during a time of "cohabitation" in French government between a social president, Francois Mitterand, and a more conservative Prime Minister,
Jacques Chirac. Afraid of the inability of the French weak capital markets to absorb large quantity of shares domestically and ... Show more
In 1984–85, several highly talented engineers were hired away from France Telecom, the government owned monopoly. CGE 's construction
subsidiary, purchased for the apparent synergy of a similar customer base, was bought as a "poison pill" after St. Gobain, the French glass and
material company, attempted to take over CGE in 1981.
When new CEO, Jean–Marrie Messier took over the charge of the company, he started managing the company in his own way. Central to Messier
's new operating principles was that CGE must return to its core activities. Looking forward, his plan was to reduce the importance of
Construction and Property while building the role of communications. Complete divestment from real estate had been eliminated as an option in
the near term because Messier believed that the market would not allow a quick liquidation of these assets. Messier created alliances with cash
rich partners to supplement CGE 's resources in fast growth areas with high capital requirements.
Structure:
Structure of the firm was quite different in the period of two different CEOs. Both Dejouany and Messier had different way of managing the
company with different level of experience and understandings.
In the tenure of Dejouany, number of employees grew significantly with the growth of the company. By 1995, number directly reporting to him
was 70. He diversified the whole business into real estate development, healthcare, transportation, and

Marketing Design And Innovation : Questions Essay
Marketing Design and Innovation
Contents
Introduction and Context of the report 4
Task One 5
1 The benefits and value derived by the clients or customers or recipients 5
1.1 SMART analysis 5
1.2 SWOT analysis 7
1.3 Ansoff growth matrix: 8
1.4 Cost– benefits analysis: 9
1.5 Benefits in general: 9
2 Highlight the challenges of the ideas: 10
2.1 Porter's five factor analysis: 10
2.2 SWOT analysis: 12
2.3 Challenges regarding marketing strategies: 12
2.4 Challenges regarding marketing mix: 13
2.5 Challenges in general: 14
Conclusion: 14
References: 16
Introduction and Context of the report
Pen–drive, now–a–days, is very important and significant device to carry data and other types of media. With the demand of the customers and
the inconvenience of carry data or only a small file through floppy drive the idea of pen–drive has come to the developers mind. So, it is the
contemporary product that replaces the usage floppy drive and caters the demand of present customers. The only problem is its connectivity
system with other devices. If the pen–drive can be connected with the present USB system as well as it can be added with Bluetooth connectivity
system to establish connection also with smart phone, tablets, smart TV, Laptop and other devices with the use of Bluetooth. It will be easy and
convenient for the use of Pen–drive if the Bluetooth facilities will be ensured. So, in this assignment the details analysis of the benefits and values
derived by the

How Do Customer Relationships Give Companies A Competitive...
Question 1: How do customer relationships give companies a competitive edge?
Through sustaining the customer relationships, leaders of the company have realized that "becoming nearer to the consumer" is vital for the
progression.
Together consumers and buyers of the trade have extra options through authorization from mobile and online channels that create more options to
purchase, get and give suggestions, and converse back with the companies.
Currently consumers freely turn away from any well accepted company if it does not fulfill their necessities. Through the consumer associations,
companies get the response regarding their services and products from the consumers. From this response, companies get the difficulties or the
concerns of the consumers as regards to their product such as quality concerns, difficulty to usage, and etc.
From the response of the consumers, companies make enhancements in their products as per the necessities of the consumers. From the approach
or the associations with the consumers, companies get a chance to gratify their consumers and build up a competitive edge. This mechanism
facilitates companies to stay with and goes ahead from their competition. Therefore, consumer relationships help the companies to make a
competitive edge. (How to build a customer–centered organization to gain competitive advantage)
Question 2: Describe the methods for marketing planning, including business portfolio analysis, the Boston Consulting Group market

Ansoff Matrix

Recommended

Recommended

More Related Content

Similar to Ansoff Matrix

Similar to Ansoff Matrix (10)

More from Leanne Hooper

More from Leanne Hooper (20)

Recently uploaded

Recently uploaded (20)

Ansoff Matrix