Ansoff's Matrix and SWOT Analysis

The report presents a comprehensive analysis of Goodman Fielder's strategic development using Ansoff's matrix and SWOT analysis. It provides an understanding of the company's internal marketing strategies, including product development and diversification. The document also references various studies and research papers on strategic development in different industries.

STRATEGIC
DEVELOPMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Goodman Fielder.............................................................................................................................1
SWOT analysis:..........................................................................................................................1
Ansoff Matrix Analysis:..............................................................................................................2
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Strategic development is simply defined as planning for strategies that is significant for
running or operating an organisation. Strategic development also refers as an organisational
activity that focuses on energy and setting priorities (Babkin, Karlina and Epifanova, 2015). It is
a process that is tailored to the requirements of each company. This report is based on Goodman
Fielder (agriculture industry) situated at Australia. This report covers SWOT analysis, Ansoff
matrix for determining further expansion of this company.
Goodman Fielder
Goodman Fielder is an Australian based on agriculture industry and it provides dairy and
agriculture products such as Cereals, Foods, Poultry, Flour and various food ingredients. It is
owned and operates in both Singapore and Hong Kong and it is operated by New Zealand,
Australia. It was established in 1986 and it includes several brands for example Crisco, La
Famiglia, Irvines, Country life Bakery, Cornwell's etc. This organisation is well known in
Australia for different quality products of agriculture and gain competitive advantages
(Birkinshaw, 2016). Its major competitors are Nestle Australis Ltd., National Foods Ltd. And
George Weston Foods Ltd. In this context, its internal environmental strategies are further
described for accomplishing its overall goals and objectives.
SWOT analysis:
Strength – It has better distribution network that is well established. Management also
works for its diversified product portfolio that represents its presence in all meals of the day. Its
management team has an effective and aggressive marketing campaign that stands at the top
level product categories. It has more than 30 food and beverages brands with its 1000 product
line in 25 different markets.
Weaknesses – This company earns a huge profit in its target market segment but it has
lack of presence in emerging markets in various other countries (Byeand and et.al., 2016). Its
major weakness is limited market share because in Australia, there are an intense competition in
agriculture industry.
Opportunities – Marketers of this organisation have a vast opportunity for gaining more
profits in its target market segment. Management can expand its business activities in frozen
foods line. Expert says, it has strategic acquisitions that must work for its strengthen its position
in several products lines. Its management team also expand in several small bakery goods.
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Threats – This organisation has an emergence for health and safety issue in almost all
foods categories. In the Australia, there are increased awareness for public health care and
company has small customised bakeries and patisserie.
In agriculture industry, the company focuses on packaged food in Australia and expands
its business. Its management team wants to expand more in its business for achieving several
profits and achieves all desired goals and objectives (Good and et.al., 2015). Its managerial team
can understand that if this organisation is growing in long term then management should apply
several strategies by using the Ansoff's matrix.
Ansoff Matrix Analysis:
In this context, it provides corporate growth strategies in existing and new product lines.
This matrix also discusses about two categories that are further classified in four different
sectors. These are market penetration, product development, market development and
diversification. These are describes as below:
Market Penetration – This strategy is a systematic process of choosing least risky and it
maintains market shares with growth. This organisation seeks to accomplish targets and achieve
growth through existing services and products in its present market segment and have aim to
expand its market share.
Market Development – It contains pursuit of the additional geographical segment. It is useful
for the Goodman Fielder in its business expanding and new product development in different
market segments (Gorlovskaya and Ivanova, 2016). It is riskier for attempting its presence with
present market share.
Product Development – It is used for the leverages of its strengths and is only developed by a
new product targeting to its existing and innovative market. In such criteria, the company will
able to developing new products targeted to its existing market segments.
Diversification – This is refers as it is a riskier element for developing its market penetration and
it might be chosen as a reasonable choice if there are high risk compensated by rate of return
(Good and et.al., 2015). This organisation also gets more advantages of diversification with
including attractiveness by its potential customers.
For the analysis of the market condition of a particular sector or industry, there must be a
clear analysis about Ansoff's matrix. In this context, an organisational management can use it to
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understand its target market and it’s all marketers also make this company's presence. So for this
reason it will able to attract more customers towards its products and services.
CONCLUSION
In this presented report, it concluded various strategic developments of an organisation of
agriculture industry. In this context, It included SWOT analysis and Ansoff matrix analysis for
the Goodman Fielder so that management can able to understand its internal marketing
strategies.
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REFERENCES
Books and Journals
Babkin, A.V., Karlina, E.P. and Epifanova, N.S., 2015. Neural networks as a tool of forecasting
of socioeconomic systems strategic development. Procedia-Social and Behavioural
Sciences, 207, pp.274-279.
Birkinshaw, J., 2016. Multinational corporate evolution and subsidiary development. Springer.
Byeand and et.al., 2016. The advantages to students, staff and the university in the strategic
development of networks and connections within a first year tutoring team. 2016 Student
Transitions Achievement Retention and Success Handbook and Proceedings.
Good and et.al., 2015. Strategic development of the conserved region of the M protein and other
candidates as vaccines to prevent infection with group A streptococcus. Expert review of
vaccines, 14(11), pp.1459-1470.
Gorlovskaya, I. and Ivanova, L., 2016. Problems of strategic development of regional and meso-
regional securities markets in Russia. Strategic Management, 21, pp.3-12.
Kablov, E.N., 2015. Innovative developments of the All-Russian Scientific Research Institute of
Aviation Materials within the project “Strategic development of materials and
technologies of their recycling until 2030,” Aviats. Mater. Tekhnol, (1), pp.3-33.
Tikhomirov, B.I. and Frenkel, A.A., 2017. On Unified Socio-Economic Policy and Strategic
Planning. Economic Policy, 4, pp.82-117.
Uraev and et.al., 2016. Methodological aspects of strategic development of regional socio-
economic system (following the example of radio-electronic industry enterprises in the
Republic of Tatarstan). International Journal of Environmental and Science
Education, 11(12), pp.5094-5108.
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