Q的a13.安瑟夫矩阵

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1、----------专业最好文档，专业为你服务，急你所急，供你所需-------------文档下载最佳的地方IntensiveGrowthStrategies:Ansoff’sProduct-MarketExpansionGridPostedby Adam onDecember27,2008,filedin: Marketing2 (5 votes,average: 4.00 outof5)Companiesmanagementlookingforthenewopportunitiestoincreasetheirsalesa

2、ndprofits.Ansoff’shasproposedausefulframeworkfordetectingnewintensivegrowthstrategiescalled“product-marketexpansiongrid”.Companyfirstpreferencetocheckwhethertheycangainmoremarketsharewiththeircurrentproductsintheircurrentmarkets(Marketpenetration).Nextitwillfindwheth

3、ertheycanfindnewmarketforthecurrentproducts(MarketDevelopment).Thenitconsidertheirisaplacetogetsharebyintroducingnewproductsinthecurrentmarket(ProductDevelopment).Atlastifallthestrategiesarenotfeasibleincurrentcompanyenvironmentthenproducenewproductsfornewmarketwhich

4、needslotofbudgetandefforts(Diversification).Ansoff’sProduct-MarketExpansionGridNowwe’lldiscussthefourintensivegrowthstrategiesindetail.MarketpenetrationstrategyThefirststrategycompanyislookingtoadaptforincreasingtheirsalesandprofits.Marketingeffortsofthecompanytooffe

5、rtheirexistingproductsinthecurrentmarketsiscalledmarketpenetrationstrategy.----------专业最好文档，专业为你服务，急你所急，供你所需-------------文档下载最佳的地方----------专业最好文档，专业为你服务，急你所急，供你所需-------------文档下载最佳的地方Thebestwaytodo istoattractcompetitorscustomerandlookingforpotentialcustomerforthee

6、xistingproducts.MarketPenetrationFigureThepenetrationthatbrandsandproductshavecanberecordedbycompaniessuchasACNielsenandTNSwhoofferpanelmeasurementservicestocalculatethisandotherconsumermeasures.Inthesecasespenetrationisgivenasapercentageofacountry’shouseholdswhohave

7、boughtthatparticularbrandorproductatleastoncewithinadefinedperiodoftime.ExamplesofMarketpenetrationstrategyRecognizingthatsoftwareasaservicecanbeapotentmarketpenetrationtool, Dell isassemblingaservicesportfoliothatnowincludese-maildisasterrecovery,spam/virusfiltering

8、andarchivingviaitsMessageOneacquisition.Southwestairline inthecurrentmarketbyofferingflightsforthesmalldistancecities.AccordingtoPe