The document discusses Ansoff's Matrix, a strategic management tool used to direct corporate growth. It presents the matrix as a guide for companies to determine the direction of product growth and market expansion. The matrix includes four growth strategies: market penetration, product development, market development, and diversification. It also provides examples of each strategy. The document provides background information on a courier service company founded in 2018 that delivers packages and receives transportation. It includes questions for an interview with the company regarding expanding advertising, understanding client needs, sales force objectives, and potential effects of government reforms.

1. ANSOFF MATRIX:
RCOURIER
Tutory:
Strategic Planning
Lecturer: Max Galarza
Semester A, 2018
Members: Rene Carvajal and Mario Pacheco.
Grade:
9,5

2. Ansoff Matrix
It is a strategic management and
entrepreneurial tool.
The matrix that today presents a
guide for when a company
decides that it is a moment of
corporate growth and / or a
level of product and is not clear
on the direction to follow.

3. ANSOFF MATRIX
• Market Penetration: Consists of not modifying the characteristics of the
product.
• Striving through the sales force and advertising to achieve increased sales
and penetrate the market.
• Product development: Consists of modifying or adapting our proposal so
that the potential client reconsiders his position with respect to him
• Market development: consists in taking our product and taking it to other
markets different from those that are being exploited.
• Diversification: Consider a new product and a new market

4. The company
was founded in
2018 as a
Courier service.

5. Partners in the
company
Receive package transportation delivery

6. Activities in the
company

7. Relationships

8. Questions for the Interview
•Have you considered
expanding your
advertising via social
networks?
•what are the needs of
the clients that you
want to get your
product (service) to?
•do you believe that
your current sales
force is achieving the
proposed objectives?
•do you believe that
the new government
reforms will affect the
normal functioning of
your company?

9. Referenc
es• https://www.cleverism.com/business-model-
canvas-complete-guide/
• https://www.tutor2u.net/business/reference/an
soffs-matrix
• https://blog.oxfordcollegeofmarketing.com/20
16/08/01/using-ansoff-matrix-develop-
marketing-strategy/
• http://freedomandsafety.com/en/content/blog/
how-make-exponential-business-model-10x-
growth
• https://www.toolshero.com/strategy/business-
model-canvas/
• http://www.g20challenge.com/wp-
content/uploads/2012/06/Reybanpac.pdf
• https://www.mindtools.com/pages/article/new
TMC_90.htm