Igor Ansoff presented a matrix that focused on the firm's present and potential products and markets (customers)
RELEVANCE OF IGOR ANSOFFS PRODUCT
MARKET MIX IN SHOE CASELET
XYZ (P) Ltd. manufacturing and selling leather shoes
targeted mainly for the male buyers, nurtured themselves in
shoe business in Kolkata in mid sixties.
Eventually they had to face a tight market situation as Bata
shoe company and other shoe makers were entering the
As a result to retain the identification in shoe market this
XYZ company started exploring the areas to get a suitable
market condition. They selected a spot like Nagaland where
by market research the company found a huge demand of
well protected gumboot type shoes.
In order to increase the sale of the product ( thick leathered
boots for male, comfortable shoes for women) we can
introduce shoes of different sizes, shapes and colours.
Rate of usage is upto at least 6 months if not a year.
We can open new outlets at different areas subject to the
availability of easy transport, market area in order to push
up the sales.
Instead of focusing only on leather shoes for the male
population we can shift our focus on the thick leathered
boots for males( for the woodcutters), comfortable and fancy
shoes for women and children that will protect them from
We will concentrate mainly on the production of thick
leathered gumboots for males and comfortable shoes for
women as well as young people. We can also focus on
manufacturing the shoes specially designed for the people
treading the slippery rocky area.
NEW PRODUCT DEVELOPMENT
Referring the scheme to R & D wing of the
company for producing specially designed shoes.
To utilise the existing labour and the machineries
with minimum alteration and amendment.
To promote sale in the long run we can
concentrate on offering a discount ( keeping the
profit margin stable).
We may provide different kinds of offers or
incentives in booming period to the distributors.
We may also give incentives to the commission
agents if they reach to the targeted sales.
VERY LONG TERM
CONCENTRIC- We may concentrate on selling of
thick leathered boots mainly for the safety of the
woodcutters in respect of venominous insect bites.
NON CONCENTRIC- We may concentrate on the
comfortable as well as fancy shoes for women and young
Strength- Safety, comfort, durability as well as
WEAKNESS- If market availability of the shoes do not
meet the growing demand.
OPPURTUNITIES- Sale may increase as the specially
designed boots will cover most of the demand of
THREATS- Competitors may enter the market. Sale
may come down.
PRESENT MARKET- PRESENT PRODUCT
Leather shoes targetted only for the adult male
PRESENT MARKET – NEW PRODUCT
Leather boots designed for protecting the bites from
poisonous insects. Comfortable and fashionable
shoes for women and young people.
NEW MARKET – PRESENT PRODUCT
Male leather shoes will not be accepted in the new
market of Nagaland.
NEW MARKET- NEW PRODUCTS
Thick leathered boots will have greater market
accessibility in Nagaland Area.