Ansoff Matrix Analysis for Emaar's Global Expansion Strategy

This report provides an analysis of Emaar's potential for global business expansion, focusing on the application of the Ansoff Matrix to three countries: Panama, Columbia, and Indonesia. The analysis leverages the PESTLE framework to assess the political, economic, social, technological, legal, and environmental factors influencing each country's suitability for Emaar's expansion. The report explores market development, market penetration, product development, and diversification strategies, highlighting the unique opportunities and challenges presented by each country. Panama is considered suitable for market development due to its stable legal framework and economic growth. Columbia is seen as an opportunity for market penetration, and all three countries are assessed for product diversification and development potential based on their technological advancements and governance structures. The report concludes by emphasizing the strategic implications of the Ansoff Matrix for Emaar's decision-making process in expanding its global presence.

Running head: ANSOFF MATRIX ANALYSIS
Ansoff Matrix Analysis
Name of the Student
Name of the University
Author Note

1ANSOFF MATRIX ANALYSIS
Introduction
The Ansoff Matrix gives marketers around the world a format with which to think about
the risk of growth in quick and simple ways (Schawel & Billing, 2018). It was developed by Igor
Ansoff in 1957 (Yin, 2016). It will be used in this assignment to reflect and analyze how a
company by the name of Emaar can undertake business expansion in three different countries,
namely Panama, Indonesia and Columbia. The basis for the Ansoff Matrix analysis is the
PESTLE analysis that has already been undertaken for the three countries.
Ansoff Matrix Analysis for 3 countries.
Market Development – Panama proves to be a sound location for market development where
Emaar is concerned, as it is characterized by a stable legal framework and consistent GPD
growth with a low rate of inflation, all the factors necessary for an existing product to sell well in
a new market (based on PESTEL analysis).
Market Penetration – Since society is quite stratified in Columbia, market penetration is likely
to prove to be effective in Columbia, with products and services being introduced here at low
prices, so as to enable all sections of society to access them. The diversified economy with
prospects of long term growth and the democratic nature of government in Columbia assures
good business prospects for Emaar (based on PESTEL analysis).
Diversification – Technological innovation is high in all the three countries of Panama,
Indonesia and Columbia, while governance and legal frameworks are stable as well.
Diversification of products can be introduced with ease in all the three countries, as the people
are likely to embrace diversified products (based on PESTEL analysis).

2ANSOFF MATRIX ANALYSIS
Product Development – The thirst for technological innovation, and stability in governance and
law in all three countries implies that product development can take place without the fear of risk
in Indonesia, Panama and Columbia, in equal measure (based on PESTEL analysis).

3ANSOFF MATRIX ANALYSIS
References
Schawel, C. and Billing, F., 2018. Ansoff-Matrix. In Top 100 Management Tools (pp. 31-33).
Springer Gabler, Wiesbaden.
Yin, N. (2016). Application of AHP-Ansoff matrix analysis in business diversification: The case
of Evergrande Group. In MATEC Web of Conferences (Vol. 44, p. 01006). EDP Sciences