Strategic Analysis of Casio: Ansoff Matrix and Product Positioning

This report examines Casio's strategic approach to growth and development, primarily focusing on the Ansoff Matrix and product positioning strategies. The Ansoff Matrix, a strategic management tool, is used to explore potential growth avenues for Casio in the global market, including market penetration, product development, market development, and diversification. The report highlights Casio's current strategic stance, suggesting a reliance on market penetration, leveraging existing products in existing markets. Furthermore, the analysis delves into product strategic positioning, particularly concerning Casio's new product, the FX-CG 50, emphasizing the importance of creating a distinct product image to gain a competitive edge. Desklib offers a wealth of similar solved assignments and study resources for students.

Ansoff Matrix
CASIO

Ansoff Matrix
Ansoff Matrix can be defined as the strategic management tool that helps top
management of a business organization to prepare growth and development
strategies. This strategy can be very helpful for Casio to expand its product and
services in global market. following are the primary strategies used in Ansoff matrix-
 Market Penetration
 Product development
 Market development
 Diversification (Hussain et.al, 2013)

Product strategic positioning
 Product positioning can be defined as a
marketing strategy that helps in creating
a particular image of product and services
offered by a business organization among
customers (Dawes, 2018).
 This is one of the strategy that is used to
gain competitive advantage over
competitors.
 In this case project product strategic
positioning will be concerned with the
new product of Casio i.e. FX-CG 50.

Current strategic stance of Casio
 As it is already discussed that there
are four strategies in Ansoff matrix.
 It can be said that the management
of Casio has been using market
penetration strategy for growth and
development on a global level
(Donzé and Borel, 2019). This is
due to the fact that management of
the organization is currently
focused on existing markets and
existing products.

References
 Hussain, S., Khattak, J., Rizwan, A. and Latif, M.A., 2013. ANSOFF
matrix, environment, and growth-an interactive triangle.
Management and Administrative Sciences Review, 2(2), pp.196-
206.
 Dawes, J., 2018. The Ansoff Matrix: A Legendary Tool, But with
Two Logical Problems. But with Two Logical Problems (February
27, 2018).
 Japutra, A., Nguyen, B. and Melewar, T.C., 2019. A Framework of
Brand Strategy and the “Glocalization” Approach: The Case of
Indonesia. In Brand Culture and Identity: Concepts,
Methodologies, Tools, and Applications (pp. 340-364). IGI global.
 Donzé, P.Y. and Borel, D., 2019. Technological Innovation and
Brand Management: The Japanese Watch Industry since the
1990s. Journal of Asia-Pacific Business, 20(2), pp.82-101.