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admin | Exercise For Abdomen | 30.09.2015
Ansoff’s matrix suggests four alternative marketing strategies which hinge on whether products are new or existing. Market penetration – This involves increasing market share within existing market segments.
Market development – This strategy entails finding new markets for existing products. Diversification – This involves moving new products into new markets at the same time. Below are external web links provided by Portakabin in relation to their business activities.
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If you learnt more about Achieving growth through product development from this Portakabin case study, why not share it with others? Product development involves thinking about how new products can meet customer needs more closely and outperform the products of competitors.
Market research and further segmentation of markets helps to identify new groups of customers. These are the activities that it has the most experience of and has a reputation for producing. The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new markets.
The more an organisation moves away from what it has done in the past the more uncertainties are created.

For Portakabin this is factory manufactured buildings as this is what its reputation has been built around.
In this way he was helping managers to assess the differing degrees of risk associated with moving their organisation forward. To increase sales Portakabin decided that product development was the best marketing strategy to use.
This strategy would allow Portakabin to provide more choices for its customers in order to meet their needs more closely.

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