Ansoff Matrix: Expansion Strategies for International Business

This report examines the Ansoff Matrix, a strategic planning tool used for business expansion. It provides examples of how the matrix can be applied to international business, specifically focusing on market development, product development, and diversification strategies. The report analyzes potential expansion opportunities in Panama, Colombia, and Indonesia, suggesting strategies tailored to each location's unique characteristics. For Panama, it suggests market development by leveraging the country's tourism appeal. For Colombia, the report proposes diversification through mining operations, and for Indonesia, it recommends product development by constructing hotels and resorts. The report also includes references to relevant academic sources.

International Business

Suggested Expansion Strategies
Ansoff Matrix Strategy Type Example Reason
Panama Market Development Emaar Properties can
develop various
building in Panama as
this place attracts a lot
of tourist and they can
easily construct
attractive buildings.
The country is famous
for their bio diversity
and natural beauty of
the country attracts a
lot of tourists. Due to
this it is an opportunity
for Emaar Properties
to expand their market
in Panama with their
existing methodology
of operations. In this
the related risk is
comparatively lower.
Columbia Diversification Emaar properties can
establish plants that
can facilitate
extraction of various
minerals from mines.
Columbia is famous
for mines of Muzo,
Chivor and Coscuez
due to which it is
famous for various
finest emeralds. On the
basis of this it can be
analysed that they
have opportunity to
expand their business
in this location as by
establishing mining
plant they can easily
expand their business.
This diversification
strategy will enable

them in tapping a new
market with new
technology.
Indonesia Product development Emaar properties can
construct more hotels
and resorts in
Indonesia as with this
they can serve
customers in a better
way.
The country Indonesia
provides various
attraction to the
customers due to
which they visit to the
place. Due to this the
company has
opportunity to
construct better hotels
and resorts that can
facilitate them with
better services to the
customer. They
already have their
operations in the
country so it will be
easy for them to
improve their services
by constructing hotels
such as Bhurj Khalifa.

REFERENCES
Books and Journals
Ansoff, H.I., Kipley, D., Lewis, A.O., Helm-Stevens, R. and Ansoff, R., 2018. Implanting strategic
management. Springer.
Khalifa, A.S., 2019. Strategy: restoring the lost meaning. Journal of Strategy and Management.