Strategy Analysis #4: Growth & Diversification using the Ansoff Product-Market Growth Matrix

Purpose

The purpose of this analysis is to bring together course concepts to figure out how your company can best grow.

Overall Reminders

These instructions are written with the assumption that you have read, studied, and understood all of the course materials BEFORE you work on this assignment. Information about concepts is included here as a reminder, *not* as a substitute for the course materials.

Also, as a reminder, these strategy analyses are not research assignments. You should not need to look up anything on the internet. Use what you already know, and what you have learned so far in this class, to apply the course concepts to your company and industry.

Complete the following table for your company.

Then, use the Ansoff Matrix (printed on the next page as a reminder), and the information in the table to answer the following questions.

1. What your company is doing right now:
   1. What is your company’s current target market?
   2. What are you company’s main categories of products and/or services?
2. How can your company grow through diversifying? For each category (box) in the Ansoff product-market growth matrix, use your imagination to think of at least one specific action your company could take to help it grow. Make sure that you are imagining things that your company is NOT CURRENTLY DOING. Then, explain to me how the action matches the type of growth.
   1. Market Penetration
      1. Action
      2. Explanation of how this is market penetration
   2. Product Development
      1. Action
      2. Explanation of how this is product development
   3. Market Development
      1. Action
      2. Explanation of how this is market development
   4. Diversification
      1. Action
      2. Explanation of how this is diversification
3. How well do these actions match your generic strategy and resources? Once you have four possible ways to grow, analyze them using the chart above. Please include the specific actions themselves, not the category, when you are writing this.
   1. Which ideas follow the same generic strategy that your company already uses?
   2. Which ones use existing resources? What are they?  
   3. Which would require developing or acquiring *new* resources? What resources would you need?

Ansoff Matrix, aka Product-Market Growth Matrix

Please see Blackboard for more information about this concept.