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The Ansoff Matrix

The document discusses Ansoff's matrix, a strategic planning tool used to analyze market opportunities and select growth strategies. It describes the four strategies in the matrix: market penetration, market development, product development, and diversification. The document then discusses using an Ansoff matrix analysis to understand a company's weaknesses and identify initiatives to address them. Finally, it proposes introducing vegetable ice cream as an innovative product that can boost health benefits while meeting market demands.

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May Jovi Jala
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83 views2 pages

The Ansoff Matrix

The document discusses Ansoff's matrix, a strategic planning tool used to analyze market opportunities and select growth strategies. It describes the four strategies in the matrix: market penetration, market development, product development, and diversification. The document then discusses using an Ansoff matrix analysis to understand a company's weaknesses and identify initiatives to address them. Finally, it proposes introducing vegetable ice cream as an innovative product that can boost health benefits while meeting market demands.

Uploaded by

May Jovi Jala
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Ansoff's matrix is a model of market analysis of a company's strategic capabilities, comprising

four marketing tactics: market penetration strategy, market development strategy, product
development strategy, and diversification strategy. It organizes the existing data on the
market and the company's goods, facilitating the selection of the optimal path for business
growth, while considering the enterprise's available resources and capabilities

Every firm, regardless of its size, must select impactful tactics in order to achieve success. In
addition, it is necessary to do more than just economic assessments in order to effectively
govern the company's destiny. An annual operational plan is a crucial management tool for all
companies (Tsatsoula, 2018). Also, Tsatsoula claim that performing and utilizing an Ansoff
matrix table can enhance the understanding of the company's shortcomings, so enabling a
more targeted approach to addressing these drawbacks through particular initiatives,
ultimately leading to increased success.

Ansoff Matrix is an universal marketing strategy with different problems which can
be sorted out by proper strategic planning (Clarissia, 2020).

The surge in global population presents several issues, including the


demand for increased food production. Technological and chemical
advancements have facilitated food production regulation, enhancing its
accessibility. Nevertheless, there is an increasingly evident correlation
between modern agricultural techniques and the decline in overall health.
Consumers need information about their food's origin and production methods
(Pereira, 2019). The customer value proposition considers the company's
move into a new and less competitive market and the perceived increase in
value generated for its existing customers. Ice cream enhanced with
specified nutrients are in agreement with contemporary dietary trends. An
interesting concept to boost the health value of ice cream may be the
incorporation of vitamins, mineral preparations and dietary fiber into their
composition.

Moreover, this feasibility study is about accepting vegetable ice cream


to be adapted and saleable to the target market. A strategic tool emphasizing
the value proposition supports vegetable ice cream with its unique heath
benefits to the market. This business strategy essential for meeting quality
standards and efficiently adapting to market dynamism. The Value Proposition
is an innovation, service, or feature intended to make a company or product
attractive to customers. It is based on a review and analysis of the benefits,
costs, and value that an organization can deliver to its customer. It is the
reason why customers turn to one company over another. Something to keep
in mind is your value propositions can change, as you gather more data from
customer interviews

Introducing vegetable ice cream is an interesting concept to boost the


health value of ice cream may be the incorporation of vitamins, mineral
preparations and dietary fiber into their composition.

The conceptual artifact, derived from literature, identified four dimensions of a


business model: value creation, value delivery, value capture, and customer. It
was hypothesized that these dimensions could be connected through a value
proposition, which could be expressed in terms of tangible, intangible, and
monetary flow components. Expanding upon the conceptual model, we
conducted in-depth interviews with many participants from the chosen case
study to examine the dimensions and establish five configurational attributes
for each of the flow components of the value proposition.

Moreover, this feasibility study is about accepting vegetable ice cream to be adapted and saleable to
the target market. Emphasizing adoption of a new idea, behavior, or product "innovation" a
process whereby some people are more apt to adopt the innovation than others.
Researchers have found that people who adopt an innovation early have different
characteristics than people who adopt an innovation later. When promoting an innovation
to a target population, it is important to understand the characteristics of the target
population that will help or hinder adoption of the innovation. There are five established
adopter categories, Innovators are people who want to be the first to try the innovation

Through vegetables, ice cream can be innovative food product to consider. Adoption of a new idea,
behavior, or product "innovation" is a process whereby some people are more apt to
adopt the innovation than others. According to Rogers, innovativeness is “the degree
to which an individual or other unit of adoption is relatively earlier in adopting new
ideas than other members of a social system.”(García-Avilés, 2020)

Adtu pagbase sa theory then search for supportive arguments.

https://sk.sagepub.com/foundations/ansoff-matrix
https://sphweb.bumc.bu.edu/otlt/mph-modules/sb/behavioralchangetheories/
behavioralchangetheories4.html
https://core.ac.uk/works/87469599
https://bimskol.org/pdf/E-copy-BIMS-Journal-Management-Kolkata-Vol5-Issue-1-July-
2020.pdf#page=26
https://repository.ihu.edu.gr/xmlui/handle/11544/29144

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