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Ansoff Matrix

What is it?

It is a marketing planning tool that helps a business determine its product and
market growth strategy

Market Penetration

Market Penetration - a growth strategy where the business focuses on selling

existing products into existing markets

-Focuses on markets and products it knows well

-Likely to have good information on competitors and on customers needs

-Doesnt require much investment in new market research

Market penetration seeks to achieve these main objectives:

Maintain/Increase the market share of current products

Competitive pricing strategies, advertising, sales promotion
Secure dominance of growth markets
Restructure a mature market by driving out competitors
Aggressive promotional campaign
Pricing strategy designed to make the market unattractive for competitors
Increase usage by existing customers
Introducing loyalty schemes

Market Development

Market Development - a growth strategy where the business seeks to sell its existing
products into new markets

-It is a more risky strategy than market penetration because of the targeting of new

Ways to approach market development:

New geographical markets

Exporting the product to a new country
New product dimensions/packaging
New distribution channels
Moving from selling via retail to selling using e-commerce
Different pricing policies
To attract different customers
Create new market segments
Product Development

Product Development - a growth strategy where a business aims to introduce new

products into existing markets

-Requires the business to develop modified products which can appeal to existing

-It is suitable for a business where the product needs to be differentiated in order to
remain competitive

Product development places the marketing emphasis on:

Research and development and innovation

Detailed insights into customers needs
Being first to market


Diversification a growth strategy where a business markets new products in new


-More risky strategy because the business is moving into markets in which it has
little/no experience

-Must have a clear idea about what it expects to gain from the strategy and the risks
it involves

Application to Supergroup

Likely to be under DIVERSIFICATION

New Products
Luggage, fragrance

New Markets
French markets