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

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)

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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