Assignment on Business Strategy - Ansoff Matrix Market Penetration

Running head: BUSINESS STRATEGY
Business Strategy
Name of the Student
Name of the University
Author notes

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BUSINESS STRATEGY
Ansoff Matrix
Market Penetration
 The company has started to invest in technological field to penetrate new markets
 Online selling, social media campaigns and E-commerce has increased
 Re-launching famous garment for existing markets
Product Development
 Accessories and handbags development for customers
 Products are developed to increase the uniqueness and brand identity
Market Development
 Opening their product selling for new markets like China, Middle East and India
 Increasing business in luxury sectors
Diversification
 5% of the runway collection of the brand would be available in the stores
(marketline.com. 2020)
 Monogramming and other exclusive product to sell the products in new markets
BCG Matrix
Stars
The company’s star product is the trench coat that is in trend from its initial days. The
customers consider the trench coat to be prestigious.
Question Mark

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BUSINESS STRATEGY
The accessories of the company are the question mark as they do not have a string market
share. This part of the business helps the company with 39% revenue but has not been able to
achieve much in past few years.
Cash Cow
The growing section of the company is the scarfs in the accessories section (marketline.com.
2020). The demand of the scarfs are growing as no other reputed companies have brand like
Burberry’s.
Dogs
The products like tablecloths, eyewear and some products like that do not require substantial
investment. But the company need to liquidate these cash as there is no big market share for
the company products.
Porter Five Forces
New Entrants
The treat of new entrants in the luxury cloths and accessory sections are comparatively low.
Mainly the new companies are been supported by the capital investors and other e-companies
are a challenge for company.
Customers
The bargaining power of the customers are not strong. The luxury products and trench coats
of the company are sold in their stated price.
Suppliers
The distributors of the company has been changed a bit that possess certain management of
the suppliers’ issues.