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Ansoffs and Boston Matrix
Starters plenaries and pupil work sheet
Ansoffs MatrixMarketing Strategies for Growth within a business
Firm seeks to achieve growth with existing products in their current market segments aiming to increase it’s market share
Firm seeks growth by targeting it’s existing products to new market segments
Firm develops new products targeted to it’s existing market segments
Firm grows by diversifying into new businesses by developing new products for new markets
Existing Markets Existing products
New markets Existing products
Existing MarketsNew Products
New Markets New Products
Product developmentDiversificationMarket PenetrationMarket Development
Ansoffs MatrixStrategies for Growth within a business
Firm seeks to achieve growth with existing products in their current market segments aiming to increase it’s market share. 3
Firm seeks growth by targeting it’s existing products to new market segments. 4
Firm develops new products targeted to it’s existing market segments. 1
Firm grows by diversifying into new businesses by developing new products for new markets. 2
Existing Markets Existing products 3
New markets Existing products
Existing MarketsNew Products
New Markets New Products 2
1. Product development
2. Diversification3. Market Penetration4. Market Development
Product Development
Product Development
Market Development
Market Development
Market Penetration
Market Penetration
Diversification
Diversification
Ansoffs MatrixStrategies for Growth within a business
Firm seeks to achieve growth with existing products in their current market segments aiming to increase it’s market share.
Firm seeks growth by targeting it’s existing products to new market segments.
Firm develops new products targeted to it’s existing market segments.
Firm grows by diversifying into new businesses by developing new products for new markets.
Existing Markets Existing products
New markets Existing products
Existing MarketsNew Products
New Markets New Products
Product Development
Product Development
Market Development
Market Development
Market Penetration
Market Penetration
Diversification
Diversification
• http://www.quickmba.com/strategy/matrix/ansoff/
• http://www.dailymail.co.uk/money/article-1308144/Tesco-bids-Carrefours-Asian-stores.html
Existing Products
New Products
Existing Markets
Market Penetration
Product development
New Markets
Market Development
Diversification
Ansoffs Matrix
Existing Products
New Products
Existing Markets
Market Penetration
Product development
New Markets
Market Development
Diversification
Tesco Growth Strategies
Tesco bids for Carrefour's Asian stores in hope to become grocery market leader in SINGAPORE
Existing Products
New Products
Existing Markets
Market Penetration
Product development
New Markets
Market Development
Diversification
Tesco Growth Strategies
Tesco bids for Carrefour's Asian stores in hope to become grocery market leader in SINGAPORE
Boston MatrixProduct Portfolio Analysis
Dog
Excellent products with high growth and high market share; but need constant advertising.
Big investment to develop and advertise to start with but it has big sales potential for the future.
Profits from Cash Cows help fund new products. Sales made with little investment.
Sales are falling and it may be taking profit to keep the dog alive.
High market growth %Low market growth %
High market share %Low market share %
Problem Child
Cash Cow
Rising Star
Boston MatrixProduct Portfolio Analysis
Dog
Excellent products with high growth and high market share; but need constant advertising.
Big investment to develop and advertise to start with but it has big sales potential for the future.
Profits from Cash Cows help fund new products. Sales made with little investment.
Sales are falling and it may be taking profit to keep the dog alive.
High market growth %Low market growth %
High market share %Low market share %
Problem Child
Cash Cow
Rising Star
Dog
Problem Child
Cash Cow
Rising Star
Dog
Problem Child
Cash Cow
Rising Star
Boston MatrixProduct Portfolio Analysis
Dog
Excellent products with high growth and high market share; but need constant advertising.
Big investment to develop and advertise to start with but it has big sales potential for the future.
Profits from Cash Cows help fund new products. Sales made with little investment.
Sales are falling and it may be taking profit to keep the dog alive.
High market growth %Low market growth %
High market share %Low market share %
Problem Child
Cash Cow
Rising Star
DogCash cow
Cash Cow
Rising Star
Rising Star
Dog
Dog
Problem Child
Problem Child
High Market Share Low Market ShareHigh Market growth
Rising Star Problem Child
Low Market Growth
Cash Cow Dog
TescoProduct Portfolio Analysis
Tesco Film Club
High Market Share Low Market ShareHigh Market growth
Rising Star Problem Child
Low Market Growth
Cash Cow Dog
TescoProduct Portfolio Analysis
Tesco Film Club
Existing Products
New Products
Existing Markets
Market Penetration
Product development
New Markets
Market Development
Diversification
Tesco Growth Strategies
High Market Share Low Market ShareHigh Market growth
Rising Star Problem Child
Low Market Growth
Cash Cow Dog
TescoProduct Portfolio Analysis
Writing Up The Evaluation
Look at your Ansoffs GridFor each product say:-• What technique should be used according to Ansoff. • What technique is been used by Tesco• Is this the same, why • If not what is been used and why• Is the current technique been used successful. How do you
know this (evidence(research))• If so why• If not recommend which technique they should use and
justify why this technique is better (Use Ansoff and Boston)
• Get 5 highlighters• Circle where the name of the product isHave you explained• What technique should be used according to Ansoff. (Pink)• What technique is been used by Tesco (Green)• Is this the same, why (Yellow)• If not what is been used and why (Yellow)• Is the current technique been used successful. How do you know this
(evidence(research)) (Blue)• If so why (Blue)• If not recommend which technique they should use and justify why this
technique is better (Use Ansoff and Boston (Orange)Does not have to be in this order so long as it is in the evaluation and makes
sense
Assessment of Your Work
