Ansoff’s Matrix

1. Ansoff’s Matrix A2 Business Studies

2. Aims and Objectives Aim • Understand marketing strategies. Objectives • Recap on Porter’s Generic Strategies. • Describe Ansoff’s Matrix. • Analyse firms strategies in relation to the matrix. • Evaluate a firm who has been able to use all four of Ansoff’s strategies.

3. Starter List 2 businesses for each of Porter’s Generic Strategies, who may use that strategy in practice. • Cost Leadership • Cost Focus • Differentiation • Differentiation Focus

4. M&S Article Task: In groups discuss and annotate on case study the following: • What evidence is there that M&S is aiming to sell new products to its’ existing customers? • Is there any evidence to suggest that M&S is hoping to sell more of its’ current product portfolio to new customers?

5. Ansoffs’ Matrix • Presents the product and market choices/strategies available to a business. • Divides them into four combinations, each shown by a different quadrant in the matrix. • Allows managers to discuss strategies for achieving corporate objectives through the marketing function.

6. Ansoff’s Matrix Products Present New MarketsNewPresent Market Penetration Product Development Market Development Diversification

7. Ansoffs’ Matrix Task Task: • Decide upon which strategy is most appropriate for each business and place them on the diagram. • Justify why you have placed each firm where you have on the diagram.

8. Group Feedback

9. Apple and Ansoff Case Study

10. Apple and Ansoff Case Study Question for Discussion: In groups explain how Apple has been able to use all four of Ansoff’s key sets of marketing strategies.

11. Plenary: Groups Feedback