Nestle Ansoff Matrix

1801 Words Oct 29th, 2010 8 Pages
Introduction of Ansoff Matrix
This well known marketing tool was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification'. It is used by marketers who have objectives for growth. Ansoff's matrix offers strategic choices to achieve the objectives. There are four main categories for selection.

The market penetration strategy is the least risky since it leverages many of the firm’s existing resources and capabilities. In a growing market, simply maintaining market share will result in growth, and there may exist opportunities increase market share if competitors reach capacity limits. However, market penetration has limits, and once the market approaches saturation another strategy must be
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This may lead to a force for Nestle to improve the quality of their products.

Market development
A market development strategy targets non-buying customers in currently targeted segments. It also targets new customers in new segments. Nestlé seeks to earn consumers’ confidence and preference and to follow and anticipate consumer trends, creating and responding to demand for its products. Nestle have been operate in more over 138 countries in the world. Nestle keep increasing their market and target on non-buying or competitor’s customer.
To achieve market development, the storing and transportation of product, select the best product channel of distribution should be always consider. These factors will affect the success expanding the market. Choosing the right distribution channel is easy for storing and transportation of the product. Thus, the major distribution channel include with geographically consideration with the manufacturing place situated. They prefer to set their market start on the stadium and school. They can target student and athlete. They also could build their factory near by the retailer and consumer. That will brought convenient to them and Nestle Company can get the customer feedback quickly.
Promotional strategy is a plan of optimal use of the elements of promotions that is used by Nestle to promote product in new market. As example, Milo convinced