Igor Ansoff presented a matrix that focused on the firm's present and potential products and markets (customers)
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The document discusses the strategies of XYZ Ltd., a leather shoe manufacturer, to adapt to a competitive market, particularly focusing on the demand for gumboot-type shoes in Nagaland. It outlines short-term, medium-term, and long-term plans for product development and sales optimization, highlighting the importance of market research and adapting offerings to meet consumer needs. A SWOT analysis is also presented, indicating strengths, weaknesses, opportunities, and threats related to the company's market positioning.
Igor Ansoff presented a matrix that focused on the firm's present and potential products and markets (customers)
- 1. RELEVANCE OF IGOR ANSOFFS PRODUCT MARKET MIX IN SHOE CASELET PRESENTED BY PANKAJ AGARWAL PRETAM LAHA POUSALI MUKHERJEE SOURAV TIBREWAL NAYAN SAHA
- 2. INTRODUCTION XYZ (P) Ltd. manufacturing and selling leather shoes targeted mainly for the male buyers, nurtured themselves in shoe business in Kolkata in mid sixties. Eventually they had to face a tight market situation as Bata shoe company and other shoe makers were entering the market. As a result to retain the identification in shoe market this XYZ company started exploring the areas to get a suitable market condition. They selected a spot like Nagaland where by market research the company found a huge demand of well protected gumboot type shoes.
- 3. SHORT TERM Sales Optimisation In order to increase the sale of the product ( thick leathered boots for male, comfortable shoes for women) we can introduce shoes of different sizes, shapes and colours. Rate of usage is upto at least 6 months if not a year. We can open new outlets at different areas subject to the availability of easy transport, market area in order to push up the sales. Instead of focusing only on leather shoes for the male population we can shift our focus on the thick leathered boots for males( for the woodcutters), comfortable and fancy shoes for women and children that will protect them from insect bites.
- 4. SALES OPTIMISATION We will concentrate mainly on the production of thick leathered gumboots for males and comfortable shoes for women as well as young people. We can also focus on manufacturing the shoes specially designed for the people treading the slippery rocky area.
- 5. MEDIUM TERM NEW PRODUCT DEVELOPMENT Referring the scheme to R & D wing of the company for producing specially designed shoes. To utilise the existing labour and the machineries with minimum alteration and amendment.
- 6. LONG TERM MARKET DEVELOPMENT To promote sale in the long run we can concentrate on offering a discount ( keeping the profit margin stable). We may provide different kinds of offers or incentives in booming period to the distributors. We may also give incentives to the commission agents if they reach to the targeted sales.
- 7. VERY LONG TERM CONCENTRIC- We may concentrate on selling of thick leathered boots mainly for the safety of the woodcutters in respect of venominous insect bites. NON CONCENTRIC- We may concentrate on the comfortable as well as fancy shoes for women and young people.
- 8. SWOT ANALYSIS Strength- Safety, comfort, durability as well as attractive. WEAKNESS- If market availability of the shoes do not meet the growing demand. OPPURTUNITIES- Sale may increase as the specially designed boots will cover most of the demand of the consumers. THREATS- Competitors may enter the market. Sale may come down.
- 9. FOUR SEGMENTS PRESENT MARKET- PRESENT PRODUCT Leather shoes targetted only for the adult male population. PRESENT MARKET – NEW PRODUCT Leather boots designed for protecting the bites from poisonous insects. Comfortable and fashionable shoes for women and young people.
- 10. FOUR SEGMENTS NEW MARKET – PRESENT PRODUCT Male leather shoes will not be accepted in the new market of Nagaland. NEW MARKET- NEW PRODUCTS Thick leathered boots will have greater market accessibility in Nagaland Area.
- 12. www.unitedworld.edu.in Campus Ahmedabad Campus: Karnavati Knowledge Village, A/907,Uvarsad, S.G.Highway, Gandhinagar Kolkata Campus: Infinity Benchmark Tower 10th Floor, Plot - G1, Block - EP& GP, Sec - V, Salt Lake, Kolkata. Reg. Office: 407, Zodiac Square, 4th Floor Opp. Gurudwara, S.G. Road, Bodakdev, Ahmedabad.