Essay - Strategies Implementation 1. Introduction 2. Theoretic Background 2.1. Ansoff Matrix...

Strategies Implementation

1. Introduction

2. Theoretic background

2.1. Ansoff Matrix

2.2. SWOT Analysis

2.3. BCG Growth-Share *****

2.4. PESTEL Analysis

3. Limitation of individual model - synergies obtained by combining strategic analyses models

4. Nike Case Study

4.1. Nike ***** Past and Present

4.2. Nike - Composed analysis

5. Conclusion

6. References

1. *****

The present paper aims at offering an overview over the main tools used by companies in decid*****g *****ir strategic approach to the markets, as dem*****ed ***** their objectives.

The main instrument ********** within the paper is the Ansoff matrix, which will be descri*****d and analyzed together with the ***** *****, BCG Matrix ***** PESTLE analys***** ***** part of the theoretic background chapter. Each ***** the instruments will also count with a short examination of its limitations.

A study case on Nike will be briefly developed, aiming to dem*****strate that the use in conjunction of the above *****ed tools may br*****g a significantly richer and realistic analysis over one company in its environment, than compared with an analysis only based on ***** ***** the **********.

2. ***** background

2.1. ***** Matrix

The Ansoff Matrix, also known as the market/product analysis, presents the strategic choices a comp*****ny may have when it takes into consideration is product ***** market variables.

***** terms, the ***** ***** be represented by ***** customers of the *****, and the product itself will be defined ***** ***** items that are *****ing sold to customers. (Lynch, 2003)

The Ansoff Matrix offers the foundation for the objective setting process within a company and sets the basis of its future directional policy. (Bennett, 1994)

The matrix involves four possible product / market combinations. As shown in the image below, these ***** market penetration, product development, market development and diversification. (*****, 1957, 1989)

*****: Ansoff (*****, 1989)

Market Penetration is used by firms ***** they aim at increasing sales while still applying the same product*****market strategy. Th***** occurs ***** penetrating a market with the current products, and it is important to note that this ***** begins w*****h ***** organization's existing customers. (Ansoff, 1957)

***** are three ways companies can penetrate *****s: by winning customers from competitors, ***** improving the quality of a product or the level of offered services, and either by making current customers to intensify their consumption of the product ***** attract non-users *****wards the product / service. All these venues will be approached through the use of ***** of marketing communications. (Ans*****f, 1989, Lynch, 2003)

This is a very important strategy for businesses, as ***** costs of retaining existing customers are significantly lower than the ones for *****ing new ones, motives that make various companies start relationship marketing activities. (Lynch, *****)

Product Development re***** the ***** ***** would normally apply when *****y want to utilize excess ********** capacity, fight against the entry ***** *****, ********** a certain 'product innovator' reputation, make use of new technologies, or protect ***** market sh*****. They will do this through significant new product development directed to the company's traditional market.