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This report attempts to examine the Ansoff Matrix with a view of how this tool can be applied to a private organisation to help it develop strategic options. The report, while examining the findings from the matrix, will explore the strategic management tool under consideration…
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Prior to the publication of this book, many organisations at that time had little guidance on how to plan and make decisions for the future; many still relied on conventional forms of planning that involved decisions based on an extended budgeting system which in turn is derived on a projected budgetary outcome to some point in the future (Chartered Institute of Management, 2003).
Recognizing the needs of business organisations during his time, Ansoff stated that, "a firm needs direction and focus in its search for and creation of new opportunities and the fact that it is to the firm's advantage to see entries with strong synergistic potential" (Ansoff 1965, p. 104 - 105). Furthermore, Levitt (1960) suggested that in order for an organisation to be successful and grow then an organisation would require a "definitive description" of their role within their environment.
However, Ansoff have his own share of critics. Ansoff and Henry Mintzberg have differing views on strategy. In particular, Mintzberg's is averse to Ansoff's view on strategy that is built upon planning (Ansoff 1965, p. 1207).
Levitt (1960) elaborated that organisations should have some form of "natural extensions" of the firm's products and markets explaining "natural extensions of the firm's product-market position, derived from some core characteristic of the present business." explaining that businesses in one particular industry, for example railroads, could in fact class themselves as in the 'transportation business (Ansoff 1965).' Ansoff (1965, p. 105) proposed that, in fact, this idea was "too broad" and didn't take into account stakeholders or the "investment Community" understanding or relationship of organisations' future product-market direction or "common thread. He further expanded on this, stating that "a relationship between present and future product-markets which would enable outsiders to perceive where the firm is heading, and the inside management to give it guidance." The common thread in fact was based on three factors according to Ansoff. These are the following: Product-market scope-which identifies the industries to which an organisation limits its product/market position; Growth vector-which is the direction or is an indication of the direction that an organisation is moving towards or with respect to its current product, market position; and Competitive advantage-which is an attempt to understand the properties of individual products markets that will allow an organisation to remain or sustain a competitive advantage. It was through this explanation of the growth vector which elaborates the common thread and the prospective direction of an organisation that becomes the foundation and led to the creation of the Ansoff Matrix otherwise known as the market/product matrix (Ansoff 1965). The Ansoff's Matrix Present New Present Market Penetration Product Development New Market Development Diversification Source: Ansoff, 1965 The matrix as proposed by Ansoff attempts to indicate the direction of organisation product/market posture, through four possible product/market combinations: market penetration; product development; market development; and
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... decisions. One such model is the Ansoff’sMatrix which is also called the Product Market Expansion Grid. Developed in 1975, this matrix largely depends upon the product as well as the industry in which a firm operates and resultantly offers different choices to a firm in order to deal with different strategic challenges. Ansoff’sMatrix suggests four important strategic alternatives available to a firm to successfully operate under a given competitive scenario. These strategies include market penetration, product development, Market Development as well as diversification. This paper will attempt to first explain and explore Five Forces Model along with three generic strategies as suggested by Porter to successfully outperform other firms...
...international fashion brands, Zara which is operating in 59 countries successfully. This part of the report will then discuss AnsoffMatrix and how the matrix can be applied on Zara as it has expanded in different parts of the world. Then the report will highlight the problems faced by Zara as it expands and then the report concludes the topic along with giving recommendation to Zara.
ANSOFFMATRIXAnsoff model was introduced in 1957 by H Igor Ansoff. Ansoff model helps managers to understand the barriers and opportunities in existing and new markets with existing and new products. According to...
...The BCG Growth Matrix for BSkyB
Assignment Question: You are required to critically examine the BCG growth/share matrix for an organisation of your choice. This may be a domestic organisation or a multinational company. It can be a service provider or a manufacturer. The specific question is what are the benefits and limitations of companies using this matrix as a competitive tool, in terms of potential effects on their competitive position and the reaction of competitors. Use examples from the organisation to demonstrate the benefits and pitfalls of using this approach. You can draw on primary and/or secondary sources of information about the organisation.
The development of business activities around the world has...
The AnsoffMatrix is an effective tool for organizations gearing-up for growth strategies. I am going to skip the first three strategies as M/s. McBride Financial Services is seeking the “Horizontal Integration” – one of the kinds of diversification.
Horizontal Integration: The acquisition of additional business activities at the same level is referred to as horizontal integration. It could be both related and unrelated. Horizontal expansion can be achieved through mergers and acquisitions of firms offering similar products or services, e.g. merger of many pharmaceutical companies; banks, etc.
Strengths/Opportunities: (1) Achieve geographic expansion by means of selling more of the same product; (2) Use joint resources to different...
...The Matrix One of the seminal philosophical texts of Greek antiquity is Plato’s ‘Allegory of the Cave.’ This dialogue presents a hypothetical situation wherein individuals are seated in a cave and only able to view reality through shadows flickering on a wall. While diametrically opposite in most ways to Plato’s dialogues, the ‘Matrix ‘is a major contemporary work that also explores a number of philosophical questions. This film places the protagonist, Neo, in a future world where reality is also hidden from direct access. Through an examination of these texts, this essay contends that in many regards the ‘Matrix’ can be considered a modern day version of Plato’s ‘Allegory of the Cave’.
When examining Plato’s dialogue and the film...
...The Matrix Number Number Teacher’s Due The Matrix The Matrix was a movie that changed the way movies are made foraudiences and especially the way in which visual effects were conceptualised. The exceptional stunts that were a part of the movie enabled it to achieve a cult status among the masses. Apart from this, it also managed to gain a great deal of applause from critics and its allegorical structure came in for great praise from reviewers. The movie’s critique of the industrialized world of today was something that touched a chord with the masses and the critics alike.
The Matrix was the result of the combination of the views that were held by many cultures. The movie borrowed heavily from eastern philosophy in general and philosophy...
...ooking services need to be incorporated in the business to stay relevant in the market.
Internal analysis: British airways score very low on innovation. Communication inefficiencies stem from bureaucratic structures within the system. Lapse of security measures, luggage handling procedures, low customer service and flight entertainment hampered the reputation. Despite all this, it has successfully maintained an international customer base, internet facility, training competencies and Heathrow Terminal five Hubs.
MARKETING GROWTH STRATEGY
In order to examine the strategic growth options for British Airways, Ansoffmatrix will be used and the options are revealed as under:
1. MARKET PENETRATION:
This strategy will work on enhancing the...
... Article Matrix and Publication and Journal Purpose of Research Study Research Methodology Research Findings
Strengths and Limitations of Study
Implications for Nursing Leadership
Yaser Mansour Almansour (2012)
The Relationship Between Leadership Styles and Motivation of Managers Conceptual Framework.
Journal of Arts, Science & Commerce
To explore the existing relationship between the styles of leadership and the managers’ motivation in the organizations
The study is in the form of a review of written literature on the issue on leadership styles and its relationship to managers motivation
Motivation is that which drives a specific action.
The drive is due to a potential reward or escape from harm.
Different styles of leadership offer...
Ansoffmatrix analysis aims to indicate the potential areas of growth for companies within the market segment. It does this by examining the existing and future product and establishing the existing market or creates new market by developing new product.
-search , advertising
New product development
-, alerts, calendar, news, image, checkout, maps, Google, Gmail, docs, Picasa
-Google has made numerous products available easily thus are able to reach to more customer.
Google has diversified through alliance and acquisition
Fig 1. The Ansoffmatrix (Stimpson, P. (2008)
...Marriott Hotel AnsoffMatrix Almost every business desires to grow and expand its activities (Waters, 2006). Marriot Hotelhas over the past years expanded its operations to numerous regions both within United States and across the world (Burkitt, 2012). It is anticipated that the company will set up 200 additional hotels across nations outside United States (Marriott News Center, 2014). This growth can be attributed to the development and adoption of the Ansoff’smatrix strategy. The Ansoffmatrix is employed as a model for setting goals within the company. A review of Marriot’s expansion strategy shows that the company has adopted “market penetration, market development and diversification” strategies.
Market penetration refers... Hotel...
...the individual businesses.
The other kind of market segmentation is the country or the geographical region wise segments. In this basis, Microsoft has a near monopolistic advantage in all the regions in the North American zone as well as the other regions around the globe. Microsoft enjoys leadership in all the market segments and its support offerings span the entire segmentation divide. As we shall see in the section related to strategic options, Microsoft can do more in some of the segments that cater to web applications and the market for browser based software.
If we apply the Ansoff’smatrix to Microsoft, we get the following segmentation and division according to the criteria used (Quick MBA.com,...
...Using an extended example critically examine whether the ‘sector matrix’ framework gives a better strategic understanding of product markets than the concepts of ‘product’ or ‘commodity’ chains.
The objective of this essay is to investigate the relevance of three tools for analysing and prescribing remedies for improving company performance; Porter’s Value Chain, Gereffi and Korzeniewicz’s Global Commodities Chain framework and finally the Sector Matrix approach as described by Froud.The Business case approach will be focussing commodity value chain Jubilant Organosys which is a one of the largest custom research and manufacturing services companies in India. Jubilant has a presence across the pharmaceutical value chain...
The presentation of ethics and significance by contemporary filmmakers reveals society’s beliefs today. As we reflect on our beliefs, filmmakers who mold these beliefs may eventually influence our lives. Filmmakers strive to convince us that these experiences are more than just perceptions.
The filmmaker’s use of Christian symbolism challenges the religious imagination of viewers. To prove this point, this paper will analyze two movies with different themes, The Sixth Sense being a horror film, and The Matrix is an action film, both movies equally depicting spiritualism. First, let me start by discussing symbolism in films and an analysis of its spirituality.
... operators of Panamax and Handymax bulk carriers. Recently the company has entered the segment of Post-Panamax. In addition to dry cargo, the company is present in the tanker segment and has almost 36 tanker vessels (DS- Norden, n.d.). There are three business departments of the operational activities of Norden which are tanker department, dry cargo and technical department. Technical department operations are in the technical management of crewing, fleet, inspections and purchase, safety and environment (DS- Norden, n.d.)
The matrix developed by Ansoff, defines two crucial factors of marketing. These are what to sell and whom to sell (Stone, 2001). It is entirely related to the markets and products. In this matrix...
...Financial Ratio for Krispy Kreme and BCG Matrix for McDonald
Name of ratio Ratio measurement Ratio evaluation
Total assets turnover 1.9 Strength
Debt to equity 1.05 Neutral
Return on equity 3.5% Weakness
Net profit margin 0 Weakness
Revenue per share 5.52 Strength
Net income growth 0 Weakness
Source for all above ratios: ADVFN, PLC website at www.advfn.com
http://www.advfn.com/p.php?pid=financials&symbol=NYSE%3AKKD = Krispy Kreme specific Ratio Data
This paper examines 6 different financial ratios of Krispy Kreme Doughnuts, Inc. along with a brief analysis of each ratio measured. Also examined are industry competitor ratios. Finally, discussion is made if Krispy Kreme Corporation would be a good...
... function of organs, tissues and cells in the human body by virtue of replacing them or regenerating them. Regenerative medicine stimulates the body’s own repair mechanism and helps in the healing process of tissues and organs which can be ruled out as irreparable. Regenerative medicine has aided the scientific development and growth of tissues in a laboratory. These tissues are implanted in patients whose bodies cannot heal themselves. This method is referred to as the extra-cellular matrix technique. Many approaches are being developed by scientist so that extracellular matrices and supportive tissue can be recreated (Hyndman, et. Al, 2012).
The severity of injuries that physical trauma patients suffer from will differ from situation...
They inform him that what they have been experiencing as the world around them was actually a form of Virtual Reality that was created to restrict humanity into lives of blind obedience to the system they refer to as the “matrix”. The rebels inform Neo that he is the “One” that is going to save humanity from the enslavement by the machines by cracking the frame that holds The Matrix (1999) in place. It is from that point that Neo starts to comprehend reality and try to change the situation as part of the rebel team. In the production design of The Matrix (1999), there is the inclusion of the code that makes up the Matrix itself and is mostly depicted as green characters flowing downwards. The code is m...
The sustenance of the security efforts against the destruction, intrusion or sabotage of marine resources means that there are cross border issues that must be addressed. This is necessary to ensure that there can be a free movement of the marine security agencies and the navies across the territorial borders to enhance security, where the need arises (Collins:). In this respect, the marine security concept encompasses numerous other security subsets, all of which are drawn together as principle elements for achieving the security of the marine resources. The security of any one country’s marine territory highly depends on the security of the marine territories on a global scale. In the event that the global coastlines and i...
... During phase of the KISR/PEC project, the necessary advancement in technologies was chosen for treating the oil slit and the soil affected by the oil spillage. There were three categories for the technologies to be in use for the project, in situ, ex situ and excavation and off-site disposal. For the project to be effective, technologies that were better in working extensively were under highlight from the Remediation Technologies Screening Matrix and Reference guide. The guides were under publication through the Environmental Protection Agency of the United States (EPA 542-B-93-005; 1993). However, in order to avoid having defective technologies in the project, all necessary information about them were put together and the information...
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