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CHAPTER 8 - Coggle Diagram
CHAPTER 8
Ansoff Matrix
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Diversification
obtain larger market share and size, but higher risks invovled.
Market Development
Need to know the requirments of new customers, has to ensure the resources are used effectively.
Product Development
may be expensive and high risks, need considerable time. It is valuable if existing products are not growing.
Market Penetration
Low risks as it involves existing market and customers, trying to increase sells of existing products through promotion etc.
Competitive advantages
Differentiation strategy
DISADV. higher costs, change in customer preference（fashion, trend, so research may be ongoing.
ADV. can charge high price due to its unique selling point， brand loyalty, few competition pressure
Cost strategy
DISADV. risky(price war), quality concern
ADV. economic of scale, competitive pricing, set barriers to entry
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Bowman's strategic clock
Position 1-3
Low price , try to control the cost as low as possible
Position4-5
High precevied value, try to maintain its high quality and value.
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