Abc Cheese Factory Using Ansoff Matrix

PART I : INTRODUCTION TO ANSOFF THEORY

Sustainability is the word of wisdom for a company to be established in the 21st century market. With a different market segmentation from baby boomers to gen z, from middle class to a higher class individual, from fresh graduate to higher level management workers it is definitely will seek different kind of approach to market products and services that might suits customer’s needs, want and demand. Massive marketing strategy and plan have been employed to market company’s products to ensure business sustainability. There are few marketing strategies which can be adopted like SWOT, BCG, GE, Porter and Ansoff as a tool for companies to achieve their sales growth thus remain their availability in the market. This marketing strategy can be adopted alone or can be combined with other marketing strategiesas a strategic planning approach for a gap analysis.

Ansoff known as one of the marketing strategies adopted in the market. It was introduced by H. Igor Ansoff, the father of strategic management in the late 1950’s who was a mathematician and a business manager. The concept is to encounter the gap analysis and come out with strategic planning as to fill the gap and encourage company’s sustainability. Businessdictionary.com define Ansoff matrix as a strategic marketing planning tool that links a firm’s marketing strategy with its general strategic direction and presents four alternative growth strategies as a table (matrix). The strategy includes market penetration, product development, market development and also diversification.

* Market Penetration

Healy (2008) mention market penetration refers to growth in sales and/or profit achieved by maximizing the possibilities within the scope of the business’s current products and markets; that is, digging deeper (penetrating) into the existing market potential. The main objective when companies applied market penetration as a market growth strategy is to maintain or increase...