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Ansoff Examples Starbucks, McDonalds, Coca Cola, and Apple Strategies | Dr. Acar - YouTube
Channel: Dr. Acar Innovation & Digital Marketing
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in today's video first we're gonna learn why聽
ainsop matrix is the most popular strategy tool聽聽
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then we will take a look at the聽
strategies of mcdonald's coca-cola聽聽
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apple and starbucks let's get started so聽
what is the aims of matrix there are two聽聽
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major areas of concern in this matrix the聽
product and the market the word market most聽聽
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of the time represents customers let's now see聽
how multinational brands use the insole matrix
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mcdonald's to attract more customers in the聽
same market mcdonald's launched their mobile聽聽
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application with features for delivery discounts聽
and rewards moreover to entice price conscious聽聽
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customers they consistently offer affordable meals聽
through their value meal menu product development聽聽
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is very common in the fast food industry聽
and mcdonald's often experiments with new聽聽
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tastes and flavors the company recently launched a聽
plant-based burger to increase the availability of聽聽
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healthy meals and to reduce beef consumption聽
mcdonald's continues to develop menus specific聽聽
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to the country in which it's located despite聽
mcdonald's presence in more than 120 countries聽聽
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their market development strategy targets specific聽
segments of the market in order to attract young聽聽
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consumers they introduced a bts meal which was聽
very successful around the world additionally they聽聽
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offer family size menus to cater to large groups聽
furthermore mcdonald's partners with food delivery聽聽
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services like grab and food panda in this way聽
they not only offer their products to different聽聽
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consumer groups but also easily deliver the orders聽
where make delivery doesn't exist to diversify its聽聽
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portfolio mcdonald's recently introduced mccafe聽
here they offer baked goods in addition to the聽聽
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items they were known for it was established to聽
compete with starbucks and other coffee shops
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now let's see what starbucks is up to starbucks聽
has successfully conducted market penetration聽聽
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strategy around the globe and even the pandemic聽
could not stop them starbucks offers discounts聽聽
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continuously especially to members of its loyalty聽
program besides discounts they also offer loyalty聽聽
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points it was the strategy that attracted people聽
to purchase starbucks coffee more often during the聽聽
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pandemic starbucks introduced its curbside service聽
and pickup service to reach more customers with聽聽
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the help of the strong brand image starbucks also聽
adopted product development strategies their menu聽聽
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has recently expanded to include plant-based items聽
and non-dairy drinks starbucks also pioneered the聽聽
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coffee to go traveler kit it's ready to drink聽
coffee in a portable carrier that can hold up to聽聽
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12 cups of brewed coffee this can be injured at聽
home at work or while traveling starbucks keeps聽聽
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growing thanks to its marketing development聽
strategies they're now available on delivery聽聽
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platforms such as grab food and food panda a cup聽
of fresh coffee delivered to your doorstep their聽聽
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coffee beans and other merchandising items are聽
now available on online retailers such as shopee聽聽
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for non-coffee drinkers starbucks also offers聽
alternative drinks instead of diverse flying聽聽
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products related to coffee or food starbucks聽
diversification strategy was focused on partnering聽聽
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with merchandising brands partnerships have been聽
established with starbucks and fila as well as the聽聽
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popular travel bag herschel the starbucks logo is聽
now printed on fila and herschel bags and pouches
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from coffee now let's move to the soft drink聽
category coca-cola continues to penetrate the聽聽
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beverage market through offering bundled products聽
different sizes and organizing contests they focus聽聽
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on expanding their presence while catering to聽
the needs of their market as a major player聽聽
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in the beverage industry coca-cola carries out聽
their product development strategy by continuously聽聽
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creating flavored cola drinks energy drinks聽
caffeine-based cola drinks and new packaging聽聽
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formats each variant offers exciting tastes and聽
benefits to customers aside from their well-known聽聽
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flavor in their market development strategy聽
coca-cola's focus was more on partnerships with聽聽
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other brands by offering bundle menus in order to聽
grow the market share coca-cola also incorporated聽聽
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local flavors into their brand finally in order聽
to appeal to the social media generation they聽聽
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have customized bottle with specific names this聽
strategy is not only buzzworthy but also creates聽聽
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a unique relationship between coca-cola and its聽
customers like starbucks coca-cola strategy for聽聽
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diversification is to incorporate their brand into聽
various merchandising items they make a variety聽聽
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of products by placing their brands on different聽
items such as apparels watches tumblers and so on
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changing gears from the beverage industry聽
let's explore apple's aimsof matrix聽聽
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in order to penetrate the market apple employs聽
discounts special deals and installment plans聽聽
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apple has been a technology leader for many years聽
the brand is consistently introducing new devices聽聽
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new accessories as well as new features聽
the marketing development strategies of聽聽
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apple are focused on partnering with retailers and聽
telecommunication operators in each country these聽聽
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operators offer data plans along with apple's聽
iphone and ipad as a technology trendsetter it's聽聽
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no wonder that apple's diversification strategy聽
is smoothly offered to its customers in addition聽聽
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to the upcoming apple car and apple ar glasses聽
apple is currently offering different services聽聽
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such as apple tv and apple wallet to satisfy聽
customers needs while promoting the apple products聽聽
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now that you have seen the aims of matrix from the聽
four companies are you ready to construct your own
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this matrix was designed by the mathematician聽
and business manager harry igor ansoff it's聽聽
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for this reason he's called the father of聽
strategic management aims of matrix was first聽聽
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introduced in harvard business review in 1957 in聽
an article titled strategies for diversification
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again the aim of the ends of matrix聽
is to grow sales so it's also known as聽聽
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the most famous sales growth strategy now聽
let's explain each quadrant of the matrix聽聽
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for this example we will also presume that we聽
represent the marketing team of a toothpaste maker聽聽
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and try to develop answer matrix for the聽
brand okay we first start with the market聽聽
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penetration strategy as it's a low risk and a聽
low cost approach the idea here is to sell more聽聽
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of the existing toothpaste to the current聽
customers or people who are very similar to聽聽
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the current customers in this way we expand聽
our market share by capturing new customers聽聽
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and the competitors customers we can increase the聽
market penetration by adjusting our marketing mix聽聽
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such as pricing of products offering promotions or聽
offering a loyalty scheme we can also try to make聽聽
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the same customers buy more although is unethical聽
many toothpaste commercials show the user聽聽
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adding so much toothpaste to increase the purchase聽
frequency market penetration has a small risk but聽聽
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it also offers small growth opportunities due聽
to price discounts and promotional expenses聽聽
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for our toothpaste we can educate customers about聽
the benefits of brushing more than one time a day聽聽
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or using more amount of toothpaste next聽
sometimes the market conditions do not聽聽
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favor the market penetration strategy especially聽
in categories where there is tough competition
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in that case we have to consider聽
a product development strategy聽聽
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as part of the product development strategy we聽
can try to increase sales by introducing new聽聽
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or improved toothpaste targeted to our current聽
customers or similar customers for this strategy聽聽
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to be effective we must conduct a detailed聽
study on unmet customer needs we then use our聽聽
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resources for additional research and product聽
development this strategy has a moderate risk聽聽
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although the company is introducing a new聽
product the advantage is that it already knows聽聽
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the market some risks arise from hiring people聽
investing in new technology and causing delays聽聽
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these risks obviously may slow company聽
growth as well as a product development聽聽
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strategy we can choose to sell new toothpaste聽
with caffeine cbd or quick whitening chemicals
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the next option is the market聽
development strategy in this approach聽聽
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an existing product is sold in a new market聽
the new market can be geographically different聽聽
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or it can be a new market segment as well minor聽
changes in the product can be made to adopt to聽聽
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new markets in this strategy additionally聽
the company must adjust its distribution聽聽
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channels as it attempts to enter new markets聽
another approach is by using a new price model聽聽
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to appeal to different customer group some聽
common risks are extra marketing expenses聽聽
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and the risk of alienating our current customers聽
for our toothpaste example we can try to sell our聽聽
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toothpaste in other countries and try b2b sales聽
plans for schools and companies and kindergartens
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lastly diversification strategy this strategy is聽
very common to startup companies when they want聽聽
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to pivot in this way we develop new products and聽
sell them to different types of consumers in new聽聽
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markets diversification can also be achieved by聽
merging or acquiring suppliers or supplementary聽聽
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products among the four strategies diversification聽
presents the greatest risk of failure because聽聽
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many unknowns are involved but if done properly it聽
offers the greatest potential for growth there are聽聽
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various risks such as capital issues and supply聽
chain management problems therefore it's better聽聽
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to conduct trial runs with fictional products聽
to see how consumers think about your new ideas聽聽
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for our toothpaste brand we can diversify our聽
portfolio by incorporating mean for our toothpaste
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here are some questions for you to consider聽
when establishing your in-soft matrix for聽聽
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market penetration how can we make the same聽
customers buy more how can we advertise more聽聽
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efficiently how can we promote more efficiently聽
for development what are our customers unanswered聽聽
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needs what are their pain points what is the聽
easiest way to add variety to our products or聽聽
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improve the product for market development聽
can we use new distribution channels聽聽
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which consumer groups are we ignoring can we聽
sell the same product in different locations聽聽
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and for diversification what else can聽
we launch by using existing knowledge聽聽
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how can we grow vertically such as by buying our聽
suppliers how can we grow horizontally such as聽聽
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buying our competitors or complementary services聽
let's sum up in today's conclusion insole matrix聽聽
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is the most popular strategy framework in business聽
asof matrix emphasizes the low risk of current聽聽
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products and the current markets and the high聽
risk of selling new products in the new markets聽聽
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we can easily increase the sales of any company聽
by using the four quadrants of the aims of matrix聽聽
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i hope you enjoyed this video to learn more聽
about marketing innovation and creativity聽聽
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please don't forget to subscribe to this channel聽
and like and share our video thank you so much
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