Portfolio analysis for coca cola company using ge matrix stratigy. These strategies are market penetration, market development, product development and diversification. Cocacola application of ansoff matrix current products current market. Coca cola company is one of the leading manufacturers of sort drink in the whole world. After reading you will understand the basics of this powerful marketing strategy tool introduction stagnation means decline. Brands make us associate positive values and positive experiences with the products they mark. Diversification information about some of the products produced by coca cola is given below. Oct 09, 20 a framework to help executives, senior managers and marketers devise strategies for future growth. Coca cola application of ansoff matrix current products current market. Mar 22, 2019 ansoff matrix samsungs journey from a grocery store to diversified conglomerate yes. The matrix helps them in best combination of market and product growth strategies.
Ansoff matrix, or otherwise known as productmarket expansion grid, is a strategic planning tool, developed by igor ansoff, to help firms chalk out strategy for product and market growth. The ansoff matrix is a model designed for strategic marketing planning where a business can identify opportunities to increase their revenue by developing new products or services or even acquire new markets. Cocacola has long been committed to a product development strategy. En este caso coca cola logro ingresar su producto hacia nuevas direcciones. Pdf the strategic positioning of cocacola in their. With this type of matrix there will be several options for the company to decide what product to sell to which customers. Marketing strategy of coca cola coca cola strategy. It is a business analysis technique that is very useful in identifying growth opportunities.
If we consider cocacolas global strategy with reference to ansoffs 1957, illustrated in figure 8, it highlights a clear strategic evolution in the case of the cocacola company. Ansoff matrix was introduced in 1957 by igor ansoff, a russian american mathematician. The output from the ansoff productmarket matrix is a series of suggested growth strategies which set the direction for the business strategy. The companies consider this planning tool as an important element for the growth. Bcg matrix for cocacola company bcg matrix analysis. The ansoff matrix has four strategies based on the products and customers. May 21, 2017 the matrix outlines four possible growth strategies available for an organisation. Jun 05, 2014 ansoff matrix on the example of coca cola slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Uber ansoff matrix is a marketing planning model that helps the ridehailing giant to determine its product and market strategy. Diet coke m penetrationsince being introduced in 1982 as a result of a growing trend towards dieting and healthier living, diet coke has been a highly successful product for the coca cola company, selling millions of units per year. Sep 08, 2018 bcg matrix in the marketing strategy of coca cola. Ansoff matrix samsungs journey from a grocery store to.
The success of the company in selling the beverage drink comes from the fact that it has excellent strategies laid down to exploit both existing and new markets. Ansoff matrix a guide to the ansoff product market. Ansoff matrix final the coca cola company coca cola. The ansoff matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future growth. Portfolio analysis for cocacola company using ge matrix. Ansoff matrix presentation with cocacola examples in sleek design. Along with the strategies and their positive implications, there are also few negative factors for these strategies. Ansoffs matrix is a useful tool for examining a companys product range. He reserved the name coca cola in the flowing script that is wellknown today. This allow coca cola to penetrate existing markets with new products due to their high brand awareness. This product was coca colas strategic response to smallscale competitors who.
This product was coca cola s strategic response to smallscale competitors who. It is a very useful tool that businesses can use to devise four alternative growth strategies i. Cocacola is the biggest nontechnology company in the world. Coke has a strong leadership team being lead by ceo e. The 2 questions which the ansoff matrix can answer is how can we grow in the existing markets and what amends can be.
Coca cola launched cherry coke in 1985 the companys first extension beyond its original recipe. At the end, i have given three marketing options and recommended approach after these bibliography. This article explains the ansoff matrix by igor ansoff in a practical way. Additionally a case study of the coca cola company was studied in order for the ansoff matrix model to be more clearer, through swot analysis and the model of ansoff matrix. Furthermore a personal research through a questionnaire regarding the coca cola company is. The ansoff matrix identify your next growth strategy. Furthermore a personal research through a questionnaire regarding the coca cola company is analysed. The article what is ansoff growth matrix offers more insights into the matrix. This allow cocacola to penetrate existing markets with new products due to their high brand awareness. This is a significant starting principle for both profit and nonprofit organizations.
A framework to help executives, senior managers and marketers devise strategies for future growth. Ansoff matrix product market grid management theory. Origionally only selling 7 servings a day, the company has grown slightly, at an estimated rate of more than 1. Here is the detailed ansoff matrix analysis of red bull. Ansoff matrix on the example of coca cola slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Over the years, pepsi has faced stiff competition from cocacola and has also seen its market share take a hit. The ansoff matrix and the bcg matrix has been used to try to explain how it.
The company has to spend millions of dollars on brand awareness and promotional activities in order to maintain its market share. Understanding ansoff matrix an example of cocacola. This is usually determined by focusing on whether the products are new or existing and whether the market is new or existing. Diversification is the most risky since a company starts entering a completely new and unfamiliar market with a new and unfamiliar product. Fall applied research project table of contents overview 3 cocacola brand extension profile 3 defining brand extensions 4 ansoff growth share matrix. The ansoff matrix also known as the ansoff product and market growth matrix is a marketing planning tool which usually aids a business in determining its product and market growth. Bcg matrix also is known as the growthshare matrix is used by organizations to classify their business units or products into 4 different categories. The traditional four box grid or matrix ansoff model. Other reasons of checking the success of the product are also analyzed like the swot, pestel and porters five forces model are used in understanding the way that it has withstood the tough times in the market worldwide. If you continue browsing the site, you agree to the use of cookies on this website. In the case of pepsico, pepsi falls in the star quadrant of the bcg matrix of pepsi. Using coca cola to explain ansoffs matrix ansoffs matrix is a useful tool for examining a companys product range.
Cocacola pursues market penetration as one of its growth strategies. Dec, 2011 using coca cola to explain ansoffs matrix ansoffs matrix is a useful tool for examining a companys product range. Ansoff matrix a guide to the ansoff product market growth. Due to its heavy focus on growth, the model is widely used. Background of coca cola company cocacola company is the worlds largest beverage company with products that include cocacola, diet coke, sprite and fanta. Information about some of the products produced by coca cola is given below. These are market penetration, product development, market development and. Uber ansoff matrix illustrates four different strategy options available for businesses. Ansoffs product market matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets.
Ansoff matrix is used by the companies for their plans towards expansion and growth. Are we soon going to associate other things with cocacola. The matrix outlines four possible growth strategies available for an organisation. To demonstrate usefulness of ansoff matrix, we have applied it to cocacola. With a yearonyear decline in sales of carbonated soft drinks like cocacola, the brand anticipated the drinks market to head towards a lesssugary future, so jumped on board the growing health drink sector. The 2 questions which the ansoff matrix can answer is how can we grow in the existing markets and what amends can be made in the product portfolio to have better growth. Jul 28, 2019 ansoff matrix was introduced in 1957 by igor ansoff, a russian american mathematician.
Ansoff matrix theory examples of business strategies for. Furthermore, it includes porters five forces and ansoffs matrix, bcg matrix and other tools and techniques. The ansoff matrix, also referred to as the ansoff box, can help you take into consideration the implications of using new or existing products to grow business in new or existing. Coca cola is the biggest nontechnology company in the world. Introduction the ansoff matrix presents the product and market choices available to an organization. Cocacola is one of the most wellknown brands in the world. It is named after russian american igor ansoff, an applied mathematician and business manager, who created the concept. This strategy capitalizes on cocacolas favorable trademark reputation. Samsung went onto become a techgiant from such a humble beginning. The ansoff matrix and the bcg matrix has been used to try to explain how it conquers and maintains the lead in the market. The ansoff matrix is also referred to as the ansoff product growth matrix, which is very fitting to its purpose. Brand values are defined by the senior management in the brand matrix.
Ansoff matrix analysis of adidas mba knowledge base. In this article, i share with you the ansoff matrix of samsung to help you understand how samsung went on to achieve this business growth. Ansoff matrix o ansoff matrix or productmarket opportunity matrix is a matrix that focused on present and new products and markets, which has 4 combinations. To demonstrate the robustness and legitimacy of ansoff s matrix, it has been applied to cocacola, the most wellknown trade name in the world and a company today operating in over 200 countries. Unrelated diversification cocacola offering official merchandise like pens. Coca cola has long been committed to a product development strategy. The ansoff matrix refers to a business analysis technique that is intended to provide a framework for the identification of growth opportunities.
Coca cola has been one of the most successful companies in selling soft drinks throughout the world. Ansoff s matrix is a useful tool for examining a companys product range. A revised version of the ansoff matrix featuring a 3. This strategy capitalizes on coca colas favorable trademark reputation. Mar 28, 2015 to demonstrate the robustness and legitimacy of ansoffs matrix, it has been applied to cocacola, the most wellknown trade name in the world and a company today operating in over 200 countries. Ansoffs productmarket growth matrix suggests that a business attempts to grow depend on whether it markets new or existing products in new or existing markets. Results page 2 about aldi ansoff matrix free essays. Ansoff matrix explained with examples b2u businessto.
Oct 08, 2016 the boston consulting group matrix bcg matrix can be used to analyze the different products being sold by the company in terms of their market share, sales generated on an annual basis and the potential for growth. Portfolio analysis for cocacola company using ge matrix stratigy. Market penetration is the least risky of all four and most common in daytoday business. Ansoff matrix helps a firm decide their market growth as well as product growth strategies. To demonstrate the robustness and legitimacy of ansoffs matrix, it has been applied to cocacola, the most wellknown trade name in the world and a company today operating in over 200 countries. Hence, this concludes the definition of ansoff matrix along with its overview. It is available in almost every country and has a history of more than 100 years. Neville isdell, employing about 71,000 people worldwide in over 200 countries.