PL GSL - Learning task - Ansoff product-market matrix (M4)

Topics: Marketing, Australia, Markets Pages: 16 (2796 words) Published: April 25, 2014
CPA Program—professional level

Global Strategy and
Leadership
Product and market options:
Ansoff product-market matrix
Case scenarios
2014
Authors: Delyth Samuel and Samantha Winter (updated by Anne Gleeson)

Published by Deakin University on behalf of CPA Australia Ltd, ABN 64 008 392 452 © CPA Australia Ltd 2014
The contents are for general information only. They are not intended as professional advice, for that you should consult a suitable qualified professional. CPA Australia Ltd expressly disclaims all liability for any loss or damage arising from reliance upon any information in these papers.

Contents
Questions

5

Ansoff product-market matrix

6

Tasks

6

Task 1: Australian Leisure Resorts

7

Task 2: Life’s Little Luxuries

8

Task 3: You Name It! Equipment Hirers

9

Solutions

10

Task 1: Australian Leisure Resorts

11

Task 2: Life’s Little Luxuries

13

Task 3: You Name It! Equipment Hirers

15

Questions

PRODUCT AND MARKET OPTIONS: ANSOFF PRODUCT–MARKET MATRIX

Ansoff product-market matrix
A model for assisting in the identification and assessment of strategic options is the Ansoff product-market matrix.
The Ansoff product-market matrix looks at options from an organisation’s perspective based on two dimensions: product focused and market focused. The term product may refer to a service rather than a physical item, as well as physical products. The market dimension considers geographic markets, as well as customer markets and customer groups. The four quadrants of the Ansoff product-market matrix are:

 Market penetration
 Market development
 Product development
 Diversification.

Tasks
The following tasks require you to:
 Classify the strategic options into the correct quadrant of the Ansoff product-market matrix.  Provide an explanation for the rationale for the classification.

GLOBAL STRATEGY AND LEADERSHIP
6

PRODUCT AND MARKET OPTIONS: ANSOFF PRODUCT–MARKET MATRIX

Task 1: Australian Leisure Resorts
Alan Brown is the founder of a hotel and leisure company, Australian Leisure Resorts. The company owns a number of hotels and holiday resorts around Australia and its main business is selling rooms and holidays to individual consumers and consumer groups in Australia. One of the key success factors for this industry is to keep occupancy rates high. Currently, Brown’s hotels and resorts manually key in any vacancies into a number of last minute holiday and accommodation booking websites. Given the number of venues the company owns, it is very time consuming to maintain up-to-date information about available rooms on as many websites as possible. This up-to-date information is important to enable the company to optimise its occupancy rates and therefore maximise its profitability.

Brown is considering developing new software for his chain of hotels and holiday resorts that will reduce the time taken to keep vacancies updated. The booking records information of the hotels and resorts will be linked to various last minute websites, thereby automatically uploading any vacancies in real time onto these websites.

Required
1. Classify each of the following three options by marking the corresponding number into the correct quadrant of the Ansoff product-market matrix:




Option 1: Develop the proposed software for use in the company’s currently owned hotels and resorts.
Option 2: Sell the proposed software to other hotels and resorts in Australia not owned by Australian Leisure Resorts.
Option 3: After successfully selling the software to other hotels and resorts in Australia not owned by Australian Leisure Resorts, Australian Leisure Resorts sell it to the Medical Guild of Australia for use by doctors for scheduling patient appointments. Ansoff

productmarket matrix

Products
New products

Existing
markets
Markets

Existing products
Market penetration

Product development

New
markets

Market...
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