Diversification is when a business introduces a new product to a new market. It is one of the great ways to seek the profit by introducing new products and hoping to sell. Diversification is part of the four main growth strategies defined by the Product/Market Ansoff matrix. The matrix is shown on the right hand side of the paper. Market penetration is attracting more and more people from market. The companies enter the market in the aim to conceive more customers from their chosen segments to buy certain products/service
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Ford operates in the US auto mkt‚ a huge‚ but not a high growth market. Growth in last 7 yrs – 1% US players losing share to foreign players. Firms consolidating. Targeting smaller segments – large no of models‚ low sales volume / model Focus on fuel efficiency‚ alternate fuels. All firms targeting US mkt. Chrysler merged with Daimler Benz‚ breaking off now. Focussed on clean diesel Power - BLUETEC GM focussing on hybrid vehicles‚ tying up with Toyota. Toyota caught up with Ford in sales volume
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SPEEDO INDEX Sr. No | Topic | Pg. no | 1. | Marketing Objectives | 1. | 1.2 | Ansoff Matrix | 1. | 1.3 | Unique Selling Proposition | 3. | 1.4 | Point of Difference | 4. | 1.5 | Point of Parity | 4. | | | | 2. | Marketing Program | 5. | 2.1 | Product | 5. | 2.1.1 | Lines to be introduced | 5. | 2.1.4 | Quality | 11. | 2.1.5 | Packaging | 12. | 2.2 | Promotion Strategies: | 14. | 2.2.1 | Online and Print Media Promotion | 14. | 2.2.1 | Outdoor Promotion | 16
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As the airline industry is especially increasing and highly competitors so‚ there are many market share in the industry. Moreover‚ the airline industry is affected by the environmental (e.g. political‚ economics and etc.) that decreasing the number of passengers. At this point‚ there are many reasons‚ which have an affect on the airline industry to competitive among industry‚ so many airline companies need have developed their strategies to be more effectively in order to lead the market area.
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GLENISK SWOT ANALYSIS By Raymond Traynor and Jamie Skelton Company Background Name: Glenisk Industries served: Food Retail Geographic areas served: Ireland Headquarters: Killeigh‚ Co Offaly‚ Ireland Current CEO: Vincent Cleary Revenue: 18 Million euro Profit: 0.2 Million Euro Employees: 43 as off 2011 Main Competitors: The Little Milk Co and Avenmore STRENGHTS WEEKNESSES Main Organic Dairy seller in Ireland Organic products are slightly more expensive than normal products.
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Diversification is a corporate strategy to enter into a new market or industry which the business is not currently in‚ whilst also creating a new product for that new market. This is most risky section of the Ansoff Matrix‚ as the business has no experience in the new market and does not know if the product is going to be successful. Restructuring is the corporate management term for the act of reorganizing the legal‚ ownership‚ operational‚ or other structures of a company for the purpose of making
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Company and its Beliefs (1963) Thomas Watson Jr. A Behavioral Theory of the Firm (1963) Richard Cyert & James March My Years with General Motors (1963) Alfred P. Sloan The Managerial Grid (1964) Robert Blake & Jane Mouton Corporate Strategy (1965) Igor Ansoff The Will to Manage (1966) Marvin Bower Marketing Management (1967) Philip Kotler The Age of Discontinuity (1969) Peter F. Drucker The Peter Principle (1969) Laurence Peter The Seventies Up the Organization (1970) Robert Townsend The Nature
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Table of Contents Task One 2 1.1 Strategic context of Lafarge Tarmac 2 Introduction 2 Visions‚ Objectives and Goals of the company 2 1.2 Issues in Strategic Planning at Lafarge Tarmac 3 1.3 Planning Techniques in context with Lafarge Tarmac 4 Directional Policy Matrix 4 Space Matrix 5 Task 6 2.1 Organizational Audit for Lafarge Tarmac 6 Benchmarking Audit 6 SWOT Analysis 6 Value Chain Analysis 6 Scenario Planning 7 Strategic Positioning of Lafarge Tarmac 7 2.2 Environmental Audit for Lafarge Tarmac
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Management Wolf A.J. and Pett T.L‚ 2000‚ Internationalization of small firms: An examination of export competitive patterns‚ firm size and export performance‚ Journal of Small Business Management Young S.‚ Hamill J.‚ Wlieeler C Source: Adapted from H. Ansoff‚ Corporate strategy‚ Penguin‚ 1988 PRODUCTS
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Scenario – Project Overview You are employed as a Marketing Consultant for a company in the UAE to analyze its existing products and offerings. You then have to suggest changes to the company’s marketing strategies. Each group must select a unique sector (examples are provided in Appendix A). The company has asked you to investigate the current marketing situation‚ products or services and customer approaches through secondary and some primary data research if needed. Based on your research you
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