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CA IPCC, Strategic Analysis, Module 11

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Bacha log, Let’s see Ansoff’s Matrix, 4 marks question. Right, so Igor Ansoff’s Matrix, he is
called father of S.M. Now here you can say, he gave Market Penetration, he gave Market
Development, right, Product Development, and Diversification, correct. Existing Product,
New Product or maybe existing Market or maybe New Market. Correct, bacha log, so on the
X axis we have Product and on the Y axis we have Market. So here you can see the blue
square, it represents existing Products in the existing Market. It is called as Market
Penetration. Right. And new Product in existing Market is Product Development. That is
yellow colour. And in green we see New Product in New Market, right, and in light green we
see New Market existing Product that is Market Development. Now, Igor Ansoff’s Matrix,
Market Penetration, to sell existing Products into existing Markets like Maruti Suzuki. Right,
nothing new, more aggressive promotion, advertisement, can be achieved by : More sales
to present customers, increasing the usage frequency, new applications, etc. Penetration is
also done by effort on increasing usage by existing customers.

Next we see, Market Development, Existing products in new markets can be achieved
through, example Micromax. New geographical markets. Right kids.

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