We accept

Strategic options to globalisation

Different organizations around the world strive to expand and increase. Igor Ansoff's matrix is a tool that helps businesses decide their product and market expansion strategy. Ansoff's product/development matrix suggests that a business' endeavors to grow depend on whether it markets new or existing products in new or existing marketplaces. The productivity from Ansoff's matrix is some suggested growth strategies a set path for the business strategy. They may be the following:

Market penetration. Advertising existing products existing marketplaces.

Product development. Offering new products to existing marketplaces.

Market development. Existing products for sale to new market segments.

Diversification. Selling new products to new market segments.

The record explores the strategies mentioned above in detail and provides types of global firms which may have used the strategies.


Globalisation is the gradual integration and growing interdependence of natural economies. It allows businesses to view the globe as a built-in market place. Firms use different solutions to expand.


The contents of the report were attained by research, that is, by reading different books as well as the internet.


This strategy applies to selling a preexisting product in an existing market. It really is suitable in an evergrowing market which is really as yet not saturated. Market penetration looks for to achieve four main targets:

Maintain or boost the market share of current products- this is attained by a mixture of competitive rates strategies, advertising, sales promotion as well as perhaps more resources dedicated to personal advertising.

Secure dominance of development markets

Restructure a mature market by driving out competitors, this would require a a lot more aggressive promotional advertising campaign backed by a pricing strategy made to make the market unattractive for rivals.

Increase consumption by existing customers, for example by launching loyalty schemes.


An exemplory case of market penetration is recognizing that software as something can be considered a effective market penetration tool, Dell is assembling a services portfolio that now includes e-mail catastrophe recovery, spam/pathogen filtering and archiving via its messageOne acquisition. (www. soopertutorials. com). It really is unlikely because of this strategy to require much investment in new general market trends as it is likely that the organization will have good information on competition and customer needs.

The typical threat of market penetration is that it may lead to price wars with opponents with the same strategy and low prices could be detrimental to the identified brand value and to the business reputation.


This involves producing new products to sell in existing marketplaces. It is usually applied with top quality goods so the characteristics of the new product are linked to the customer's self-assurance in the founded brand. This plan may require the development of new competences and builds on customer devotion.

New product development is definitely an amendment of existing products in order to produce products that are "new" to the marketplace or it can totally be progressive. The Booz Allen Hamilton model describes the phases of new product development the following:


Ideas are collected from perhaps the sales force, vendors and customers. The business actively looks for opportunities, and new products can be produced in reaction to a identified, or recognized demand. Ideas must be collected, considered feasibility and eventually passed to individuals who are responsible for testing.


The company will placed a certain conditions, for example the product must fit with the rest of the range; there must be a recognized degree of demand; it must provide a stated level of profit. Assuming some ideas meet the criteria, they are simply then offered to people responsible for the next level.


This is not a product test but a concept test. The idea is taken up to audience as well regarding the internal processing people to check on make, packaging, circulation.


The results of the idea screening can help an organization to decide just how it will market the product. Discussions made at this time depend a great deal not only on the results of the concept tests but also o the data of the marketplace and the look skills of the marketers included. Knowledge of industry is something which requires research.


It is here now that potential gains are compared to the development and marketing costs to see if its worthwhile proceeding. It really is at this stage that products tend to be rejected as they do not illustrate enough potential earnings in confirmed time frame, whereas given the appropriate support they may really be products which could give huge revenue over a longer time of the time.


To begin developing a new product is a dangerous venture. Because of this some manufacturers will choose to produce a prototype, or small batches, to be able to test success before they give full determination to production. The effort in producing in small quantities adds to the expenditure and time involved, not to mention the probability of the competition becoming aware of what the business does.


The product is launched to a representative sample of the potential market. Although it could be expensive, it is best to use several tests area so that evaluations can be produced. Different prices, adverts, methods of distribution as well as perhaps even packaging may be used in different areas so the company can see which methods are most reliable. The problems that come up at his stage include:

Buyers - people often buy something just to check it out. They may enjoy it and tell a researcher so, but will often revert back to their normal purchases because of brand devotion.

Distributors and suppliers - they might be willing to give a fresh product publicity because of an introductory motivation, but once the incentive is withdrawn they may not be so eager to cooperate.

Competition - if they have relatively similar products, opponents may take defensive action and add promotional activity that will undermine the testing.


This is the full scale make and release of the product onto industry. If most of he levels have been carried out correctly, the product should have a good potential for success.

An exemplory case of a firm which used the merchandise development strategy is Hewlett and Packard who employed allocating work period to encourage new designs. Another example is the Apple iPhone has been such successful and the company now dominates the smart phone world. (Michael Malone) The potential risks of product development are uncertainty of new technology, teething troubles of the new products and time pressure due to competition.


This involves offering an existing product in a fresh market. This plan is used when a regional business wants to develop, or when new market segments are opening up. Market development might take three forms:

New segments. For instance in the public services, a college might offer its educational services to more mature students than its traditional intake, perhaps via evening courses.

New users. Here a good example would be aluminium, whose original users packaging and cutlery manufacture are now supplemented by users in aerospace and automobiles.

New geographies. The primary exemplory case of this is internationalization. The four hazards of internationalization are commercial risk, currency risk, country risk, cross-cultural risk. When choosing an accessibility strategy, managers should consider the next six parameters:

The goals and objectives of the company, such as profitability and market share.

Unique conditions in the target country such as legal, cultural, financial circumstances, as well as the nature of business infrastructure, such as circulation and carry systems.

The mother nature and amount of competition from existing rivals and from businesses that may go into the marketplace later.

The characteristics of the merchandise or service to be offered to customers on the market.

The financial, organizational, and technical resources and features available to the firm.

The risks natural in each suggested foreign venture with regards to the organizations and objectives in pursuing internationalization.

A firm can use the following strategies when coming into new market segments geographically.


Exporting is the strategy of producing products (usually the companies home country), and offering and distributing them to customers positioned in other countries. You can find two types of exporting

Indirect exporting which is accomplished by contracting with intermediaries located in the firms market.

Direct exporting that is achieved by contracting with intermediaries positioned in the international market.

Firms venturing overseas for the very first time usually use exporting as their admittance strategy. Exporting is also the entry strategy most favored by small and mid-sized enterprises.

Advantages of exporting

Increased overall sales amount, improve market share, and generate income that tend to be more favorable than in the home market.

Diversify customer basic, reducing reliance on home marketplaces.

It minimizes risk and maximizes versatility when compared with other access strategies.

It avoids large costs of establishing manufacturing procedures in the variety country.

Increases economies of level therefore and reduces per-unit cost of developing.

Lower cost of market entrance since the firm doesn't have to invest in the mark market or maintain a physical presence there.

This is how Sony came to dominate the global Tv set market, how Japanese automakers made inroads in the U. S market and exactly how South Korean firms such as Samsung gained market talk about in computer recollection chips.

location to all of those other world.

The more lucrative professionals use a organized approach to enhance the firm's potential customers by assessing the markets, arranging the firm to attempt exporting, acquiring appropriate skills and competencies, and applying export procedures.


This can be an internationalization strategy where the firm establishes a physical occurrence in another country through acquisition of fruitful belongings such as capital, technology, labor, land, vegetable and equipment. Foreign immediate investment is characterized by six key features.

It represents increased resource commitment. They have far more taxing on the resources and capabilities than any access strategy.

It means local existence and businesses.

It allows the organization to accomplish global range efficiency, which helps improve the performance of the organization.

It entails substantial risk and doubt because creating a permanent resolved occurrence in a overseas country makes the company vulnerable to specific circumstances for the reason that country.

Investors must deal more intensively with particular sociable and cultural factors presenting the sponsor market.

Multi national organizations increasingly strive to react in socially accountable ways in number countries.


Strategic alliances refer to cooperative contracts between potential or genuine competitors. Proper alliances range between formal joint ventures, in which firms have high collateral stakes (Fuji-Xerox), to short-term contractual agreements, where two companies agree to cooperate on a specific task.

Advantages of strategic alliances

Strategic alliances accomplish entry into international markets.

Alliances allow businesses to share set costs of expanding new products and procedures.

Alliances are a means of bringing together complementary skills and possessions that neither company could easily develop alone.

Disadvantages of tactical alliances

They give rivals an inexpensive path to new technology and markets. Unless a company is careful it can provide away more than it gets.


A joint venture entails establishing a company that is jointly managed by two or more otherwise independent businesses. The firm benefits from the local associates understanding of the number country's competitive conditions, culture, words, politics, systems and business systems. When dangers and costs of starting a overseas market are high a company might gain by sharing these costs or risks with an area partner.

A firm entering into a joint venture risks giving control of its technology to its partner. However, jv agreements can be contracted to minimize this risk.


A licensing contract is an layout whereby a licensor grants the protection under the law to intangible property to another entity (the licensee) for a specified period and in exchange receives a royalty charge from the licensee. Intangible property includes patents, inventions, formulas, functions, designs, copyrights and trademarks. High scientific firms routinely license their patents and know-how to overseas companies. For example, Disney licenses the to use its toon heroes in the creation of tops and hats to clothing manufacturers in Hong Kong. Disney also licenses its hallmark brands and logos to manufacturers of clothing, toys and pieces on the market worldwide.

Coca-Cola has qualified its famous trademark to clothing manufacturers, which have incorporated the design into clothing.

Many organizations have made the problem of thinking they could maintain control over their know-how within the framework of the licensing arrangement. RCA company for example, once licensed its colour TV technology to Japanese businesses including Sony. These organizations quickly assimilated the technology, improved upon onto it, and used it to enter in the united states market, taking substantial market share away from RCA.


This refers to an arrangement where the focal organization or a consortium of businesses plans, finances, organizes, manages, and implements all phases of a job in foreign countries and then hands it over to a foreign customer after training local workers. Turnkey assignments are most typical in the substance, pharmaceutical, petroleum refining, and metallic refining industries, which use intricate, expensive production technology.

For example, many Traditional western businesses that sold oil-refining technology to firms in Saudi Arabia, Kuwait, and other gulf states now end up competing with these firms on the globe oil market.


Franchising is an advanced form of licensing where the focal firm allows a business owner the right to use a whole business system in trade for reimbursement. The franchisor will most likely assist the franchisee to run the business on an ongoing basis. McDonalds is a good example of a company that has grown by using franchising strategy. McDonald's strict guidelines concerning how franchises should operate a restaurant prolong to control in the menu, cooking methods, staffing insurance policies and design and location. McDonalds also organizes the supply chain for its franchises and management training and financial assistance. Another example is the curves health and fitness center which was positioned the quantity two franchise in 2004 by the businessman magazine.



Diversification is the name given to the progress strategy in which a business markets new products to new marketplaces. It has the advantage of preventing the business from relying too much on its existing tactical sections. Diversification might be chosen for a variety of reasons, even more value creating than others. Potential value creating known reasons for diversification areas practices.

Efficiency gains can be made by applying the organizations existing resources or capacities to new market segments and products or services. These are also known as economies of range.

Stretching commercial parenting capacities into new marketplaces and products or services can be another source of gain. In a sense, this reaches a spot above about applying existing competences in new areas.

Increasing marketing electric power can result from using a diverse range of businesses.

There are two types of diversification they are related diversification and unrelated diversification.


This is when a company grows beyond its present product and market whilst remaining in the same area. This form of diversification may appear by:

Backward diversification, when activities related to inputs available are developed further backing the value chain.

Forward diversification, when activities are further onward in the worthiness chain.

Horizontal diversification, whenever a company develops interests complementary to its current activities. A good example, internet search company Yahoo has spread horizontally into reports mages and maps and other services.


This is used to describe a business moving beyond its present passions, that is, it goes beyond its current capabilities and value network. Unrelated diversification is often referred to as a conglomerate strategy because there are no obvious economies of opportunity between the several businesses. Examples of unrelated diversification include:

the easy Group which consists of easy Jet, easy internet caf, easy car, easyValue. com and easy. com.

Virgin marketing which moved from music producing to trips and cell phones.

Walt Disney which moved from producing animated videos to theme parks and holiday properties.

The typical hazards of diversification include

It requires a company to acquire new skills, new systems and new facilities

Insufficient know how

Insufficient management period of control

May require risky acquisitions

Loss of brand focus or credibility


Market penetration is generally the cheapest strategy to adopt. It is the least risky and is especially ideal for small and mid-sized firms that might not afford to develop services and/or enter in new marketplaces.

Before taking up product development or diversification, a firm should ensure extreme research and development that the new product and/or project is practical as it is costly to develop new products as new technologies need to be purchased and employees would need to learn on the new routines. It takes time to work.


In conclusion it can be seen that global organizations can apply anybody of Ansoff's strategies in an attempt to expand and develop whether it be in their existing marketplaces or new ones, and their current product offering or new ones.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment