MANAGEMENT

Assignment

Strategic management

Strategic management

Task 1

Ansoff Matrix was introduced by an American/Russian mathematician named Igor Ansoff, who used his experience and knowledge in designing well established strategies that would be used by the entrepreneurs or businesses in enhancing their position in the market. Ansoff Matrix can be effectively used by the organisations such as Unilever in maintaining prominent position in the market and in capturing market share for growth. The main purpose of this matrix was to help out the managers of the organisations in considering the facts and figures that can be used for bringing growth in their businesses with the help of new or existing products in the new or existing markets. Igor Ansoff has helped the managers in assessing various degrees of risks that are linked with the growth of an organisation.

While, considering the case of “Unilever: Focusing on East for Growth” it was found that Unilever is considering Eastern portion of the world for getting growth. The strategic management of the Unilever (Anglo-Dutch Multinational organisation) can effectively use Ansoff Matrix in gaining control and managing growth in the east. The Marketing managers and the entrepreneurs of Unilever organisation can use the marketing strategies suggested by the Ansoff Matrix in managing the needs and wants of the market in an effective way. Basically, Ansoff Matrix has suggested four alternative marketing strategies that can be used by the organisation in managing its business demands. The products of Unilever organisation such as Lipton Tea, Dove, Rexona, Brooke Bond, Lux and Knorr Soups etc. can be effectively managed in the countries such as India and China, which are considered as the emerging markets in an effective way by using the Ansoff Matrix.

The marketing managers of the Unilever can understand the need for marketing activities in an effective and well organized way by using Ansoff Matrix. In this way the organisation can save a lot of marketing expenses that would be useless if incurred by the organisation. Ansoff Matrix makes the managers of the organisation more focused on the marketing activities of the new or existing products and makes then think about the marketing needs of each of the organisational product in an effective way. The managers can understand and analyse the risk level attached to each quadrant.

An organisation such as Unilever can understand the risks that can be faced by each of its brands and it can plan for using the marketing strategy in reviving and improving the presence of the products in the market. The four marketing strategies that are introduced by the Ansoff Matrix are Market Penetration, Product development, Market development and Diversification (Batini, 2011, p.467).

Market Penetration

The main aim of Unilever Organisation is to go for growth worldwide and especially in the eastern markets as these markets is considered as the most potential market for growth. Market penetration strategy can be used by Unilever Company in managing and increasing the market share of its existing products or brands such as Lux or Lipton ...