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Ansoff Matrix Analys

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Annie Hsieh

on 27 September 2014

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Transcript of Ansoff Matrix Analys

Ansoff's Matrix Analysis


Starbucks

of
By Annie Hsieh & Kathy Sheng
Ansoff Matrix
Product
Penetration
Product
Development
Market
Development
Diversification
Products
Markets
Present
New
Present
New
Market Penetration
Product Development
Market Development
Diversification
Products that are existence and that are also existent in an existing market.
What's Great about it?
Less risks
Familiarity
Stability
Promotion (various pricing policies to attract more clientele)
Taking part or all of a competitor's market share
Competition!
But...
e.g. Espresso: Costa: 14 RMB
Starbucks: 17 RMB
Espresso, Americano, Latte, Macchiato, Mocha
The Classics!!
And they all look like this.
AROUND THE GLOBE
New products introduced into existing markets.
Green Tea Frappuccino
with Additional Red Beans
Chocolate
Frappuccino
Caramel
Frappuccino
classics
Modify/ Improve/ Modify
Differentiation:
Introduction to
different customer base/ market segment.
Frappuccino: Children
Risk
Coffee Beans
"Market Extensions"
Sells existing products to new markets.
e.g.1
New Distribution Channels
Meaning: New Customer Base!
e.g.2
New Product Packaging
Meaning: Different price+Different occasions =New Customer Base
e.g.3 New Geographical Markets
Again, meaning new market segments & customer base!
Starbucks in
China
Korea
In Russia
In England
In Middle East
But its risky...
Inexperienced Segments
Unknown Cultures
Massive Investments
Selling new products to new markets!
1. Related Diversification
2. Unrelated Diversification
2. Unrelated Diversification
Product remains in the same industry.
Products from different industry
Signature?
Most risky alternative
More Competitors
Customer Convenience

Multi-line business (safe)
Risk
Reward
Full transcript