0 Bewertungen0% fanden dieses Dokument nützlich (0 Abstimmungen)
103 Ansichten28 Seiten
Igor Ansoff was a Russian/American mathematician who applied his work to the world of business. His most famous work is the Ansoff Matrix. The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new markets.
Igor Ansoff was a Russian/American mathematician who applied his work to the world of business. His most famous work is the Ansoff Matrix. The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new markets.
Igor Ansoff was a Russian/American mathematician who applied his work to the world of business. His most famous work is the Ansoff Matrix. The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new markets.
Product Class :The group of products that are homogeneous or generally considered substitutes for each other. The class is considered narrow or broad depending on how substitutable the various products are. Product Assortment The collection of goods or services that a business provides to consumers. The main characteristics of a company's product assortment are: (1) its length or number of products, (2) its breadth or number of product lines, (3) its depth or number of product varieties within a product line and (4) its consistency
Product Attributes Characteristics of a raw material or finished good which make it distinct from other products. Attributes include size, color, functionality, components and features that affect the product's appeal or acceptance in the market.
IGOR ANSOFFs MATRIX Market Produ ct EXISTING NEW EXIST MARKET PENETRATION Increase sales to existing market Penetrate existing market more deeply MARKET DEVELOPMENT Existing products sold to new markets NEW NEW PRODUCT DEVELOPMENT New products developed for existing markets DIVERSIFICATION New Products sold to new markets Market Penetration Maintain increase market share in current market with current products Selling more of the same to the same people In saturated market - Difficult In stagnant market grab market share from others intense competition
Market Penetration Increase usage by existing customers Encourage increase in frequency of use Attract customers away from rivals / Gain market share at expense of rivals Devise and encourage new applications Encourage non-users to buy
Use Market Penetration when - When the market is not saturated When there is potential of growth When competitors share is falling When increase in volume leads to economies of scale When there is scope to sell more to existing users Market-Penetration Strategy Why ? To dominate market How ? To increase usage or get new customers; reduce price; expand distribution or increase promotional activities When ? When market is growing What to look out for ? Competitive reaction; cost of conversion Example: Airlines used reduced fares & promotion various family travel packages to penetrate market
A product- (new offering-) development strategy dictates that an organization create new offerings existing markets. PRODUCT-MARKET STRATEGIES Developing totally new offerings. Adding different features, sizes, etc. to broaden the existing line. Enhancing the value to customers of existing offerings. PRODUCT-DEVELOPMENT STRATEGY Product Augmentation Product Innovation Product Line Extension This strategy involves: Product Development Strategy New product to replace old product New innovative products Product improvements Product line-extensions New products to complement existing Products at a different quality level from existing product Factors to consider when adopting this strategy: The market size and volume needed for profitability. The magnitude and timing of competitors responses. The impact of the new product on the sales of existing offerings (cannibalization). The capacity of the organization to deliver the offerings to the market(s). PRODUCT-DEVELOPMENT STRATEGY Product-Development Strategy Why ? To satisfy buyers need How ? New or improved product; innovate or augment product When ? Customer has a need or a problem What to look out for ? Market size/volume competitor reaction effect on existing products resources to deliver new products A market-development strategy dictates that an organization introduce its existing offerings to markets other than those it is currently serving (existing offerings new markets). PRODUCT-MARKET STRATEGIES Market Development Strategy Selling the same product to different market Entering new markets, segments with existing products Gaining new customers, new segments, new markets Requires changes in marketing strategy, distribution, pricing policy, promotional strategy
Use market development when Untapped market is beckoning The firm has excess capacity Attractive channels to access new markets
This strategy involves: Adjusting the marketing mix, such as: Analyzing competitors strengths, weaknesses, and potential for retaliation. Modifying the basic product offering Using different distribution outlets Changing the sales effort or advertising MARKET-DEVELOPMENT STRATEGY This strategy involves (continued): Identifying the number, motivation, and buying patterns of new buyers. Determining the organizations ability to adapt to new markets to evaluate success. MARKET-DEVELOPMENT STRATEGY Internationally, this strategy has four forms: Licensing Joint Venture/ Strategic Alliance
Exporting
Direct Investment MARKET-DEVELOPMENT STRATEGY Licensing
Exporting
Direct Investment Involves marketing the same offering in another country through sales offices or intermediaries. Is a contract where one firm (licensee) is given the rights to patents, trademarks, etc. by the owner (licensor) in turn for a royalty or fee. Involves investment by both a foreign firm and a local company to create a new entity in the host country. The two forms share ownership, control, and profits of the entity. Involves investing in a manufacturing and/or assembly facility in a foreign market. Is the most risky and requires the most commitment. Joint Venture/ Strategic Alliance MARKET-DEVELOPMENT STRATEGY Market-Development Strategy Why ? To venture into new markets How ? Sell existing products in new markets; modify product; use different distribution; use different advertising/sales strategy When ? Present market is saturated What to look out for ? Competitive reaction; understand new buyers; adaptability Diversification New products sold to new markets New products sold to new customers Select based on growth prospects which the two new variables offer that the present product-market does not Diversification Types Related Beyond present product market, but within present industry Synergistic diversification Lesser risk
Unrelated Entirely new product and market Conglomerate diversification
Market Penetration Advertise - to encourage more people within your existing market to choose your product, or to use more of it Introduce a loyalty scheme Launch a price or other special offer promotions Increase your sales force activities Buy a competitor company (particularly in mature markets)
Product Development Extend your product by producing different variants, or packaging existing products it in new ways Develop related products or services In a service industry, shorten your time to market, or improve customer service or quality
Market Development Target different geographical markets at home or abroad Use different sales channels, such as online or direct sales if you are currently selling through the trade Target different groups of people, perhaps with different age, gender or demographic profiles from your normal customers.
NDP Is A Process Which Designed To Develop, Test and Consider The Viability of Products Which Are New To The Market in Order To Ensure The Growth or Survival of The Organisation
Marketing Management for Beginners: How to Create and Establish Your Brand With the Right Marketing Management, Build Sustainable Customer Relationships and Increase Sales Despite a Buyer’s Market