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)

Published by Deakin University on behalf of CPA Australia Ltd, ABN 64 008 392 452 © CPA Australia Ltd 2014 The contents are for general information only. They are not intended as professional advice, for that you should consult a suitable qualified professional. CPA Australia Ltd expressly disclaims all liability for any loss or damage arising from reliance upon any information in these papers.

Contents
Questions
Ansoff product-market matrix Tasks Task 1: Australian Leisure Resorts Task 2: Life’s Little Luxuries Task 3: You Name It! Equipment Hirers

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Solutions
Task 1: Australian Leisure Resorts Task 2: Life’s Little Luxuries Task 3: You Name It! Equipment Hirers

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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