The document discusses the Ansoff Matrix and provides examples of strategies used by Coca-Cola, Blackberry, and Apple within the matrix. Coca-Cola used product development to create new products for existing markets, product penetration with Diet Coke, and market development by expanding to the UK market. Blackberry used product development to create Android-compatible phones, product penetration to increase sales of existing phone lines, and market development to expand an existing phone line. Apple used product development to create new products like the iPod for existing customers, product penetration through family iPhone promotions, market development by entering the smart watch market with the Apple Watch, and diversification through entering the mobile phone market with the iPhone.

1. Ansoff Matrix
New
Product
Existing
Existing product and service New
Coca cola
Product development: Coca-Cola create new product such as Fanta and sell it to
their present market to increase sales
Product penetration: Diet Coke has been a highly successful product for the
Coca Cola company
Marketdevelopment: Coca-Cola expands its Vanilla flavored version in UK
market after succeeded in the US market.
Diversification: Coca-cola create 1.5 liter bottle to target households that only
contained 1-2 people
Product
development
Diversification
Product penetration Market development

2. Blackberry
Product development: Re-innovate Blackberry device design, introduce phones
that are suitable for Android Platform.
Product penetration: Increase sales of Z and Q series phones among youth and
corporates, and increase service after selling their product.
Marketdevelopment: Increase sales of Curve series phones by re- introducing
them in new markets
Diversification: introduce new tablets and Mobile App for new market.
launch Blackberry apps for android / i-os phones, enter into consumer electronics
items such as Bluetooth devices, handsfree etc.
Apple
Product development: Apple create new products for the existing customers.
Such as iPod. This was the first entertainment tool from Apple for their customers to
use it all the time for hearing their favorite music.
Product penetration: Apple give an advertisements or sales promotion to attract
their customers to buy an iPhone for all the members of their family.

3. Marketdevelopment: Apple introduce Apple Watch, which is an entirely new
product line for the firm. Through Apple Watch, the company develops its reach in
the smart watch market.
Diversification: In 2007 Apple introduced the iPhone, which was the first
mobile phone from Apple. With the specific product, it entered immediately to the
new market which was totally new to them