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Ansof Matrix Model

Existing Product New Product


Existing Market Mkt. Penetration Product Development
Mkt.
New Market Development Diversification

The biggest mistake the Indian shrimp export did was concentration on same or
existing market. So when restriction was made through dumping act the export
fell down. In the same time the exports of some other countries like Thailand
Indonesia and china went up considerably. The reason for their growth were

 Existing Product with new market: this strategy helped them to maintain
their sales even after the anti dumping measures imposed on them by US.
Hence India should also find new market for their export.
 New Product with new market: Countries like Thailand, Indonesia, China
focused on the export of other aquatic organisms as diversification
which india was not able to do. E.g. Like crabs, prawns etc. So India
should focus on diversification.