Expert marketing advice on Strategy: what are the critics of Ansoff matrix posted by Anonymous, question Limitations of using Ansoff’s Matrix as a decision-making tool. Ansoff’s Matrix is often criticised for being too simplistic as it doesn’t taken into consideration the. Analysis Of Risks And Rewards Marketing Essay. ASSESMENT. Colin Price. Word count: 3,1. Critically evaluate how the Ansoff matrix might be used to assist .

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Critically evaluate how the Ansoff matrix might be used to assist Unilever’s strategic decisions. Using examples from matrlx case study and other relevant sources, explain how the Ansoff matrix integrates with other frameworks for external environmental and competitive analysis.

What do you conclude? On the other hand according to Alkhafaji 2.

Therefore strategic management is simply appropriate analysis of matrid organisation. Furthermore to improve the standard of living by meeting the demands of the people related to personal care, hygiene and nutrition, so they feel fresh and make the most of their lives. This matrix has enabled many business managers and leaders to make criticizm swift and accurate outcomes who consider growth in their organisations.

Therefore in case of Unilever, continuous growth and development has been the spine of the business since it has begun its operation Bhaskaran, 2. Hence this model is certainly related to and crucial criticcism Unilever and will analyse the situation of Unilever and provide the management with informed decision for further growth. It can be analysed the following: Moreover Lifebouy was for matriix people with low earning especially labour Bhaskaran, 2.

It was low profit margin product but however with increased number of market share. Not just that, the packaging of the margarine was made available in tubes and was also possible to buy spreadable margarine for an ease of easy spread. Unilever acquired India and China resulted as key markets for the organisation where continuous growth has been seen.

It also aimed to price up the products and increases the profit targets despite the hard marix in the market of India but mainly because of the quality of goods. Unilever also earlier had expanded to most of Europe and main developing countries and achieved maximum growth in North America.

Ansoff’s Matrix

While on the other hand Europe scored 6. Finally it also succeeded in formation of Germany market in the early 1. Maintenance and development of consumer goods according to people needs have always been a success for any business. It further introduced fish fingers and recyclable products which were successful in Mateix and UK. To portray alternative corporate growth strategies, Igor Ansoff presented a matrix that focused on the firm’s present and potential products mxtrix markets customers.

By considering ways to grow via existing. Managing Your Innovation Portfolio. Bansi Nagji; Geoff Tuff. Moreover the major shift was in the extension of frozen foods and development of ice cream products during 1. Persil and other power detergents was developed as a key challenger for the competitors.


Unilever launched a branded new shampoo called sun silk into several markets which later became the chief shampoo in 1. The very first ice cream cornetto cone was launched similarly became the best choice of many consumers around the globe.

However the Europe market suffered low growth where Unilever decided to improve the business strategy through innovation and thus new products were launched in major developing nations. SWOT analysis is useful in terms of watching the current trends and future opportunities of an organisation.

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam. Ansoff’s matrix; Competitive strategy.

These may be too limited as a basis for policy decisions. The Boston Consulting Group has now developed a further matrix to meet this criticism. The Ansoff Matrix can help you to measure the risk of specific strategies that you may want to implement in positioning yourself in the market. To understand where you stand with respect to your competition, I would suggest.

Criticism Of Ansoff Matrix Pdf

It provide business a mirror through which strategic planning becomes a lot easier and effective. Powerful brand name worldwide.

Marketing and sales department performance on top of company standards. Unilever consistency to make strategic changes for improvements. Criticism against the brand. Brand reputation and feedback Company had been alleged for sexual advertising. Increase innovation through technology.

Improved and more reliable packaging, more attractive. Further expansion into other countries. Legislations and policies in local nation. Recession or economic downturn. These aspects in any business have vast effect on the future strategy development. The operation of the organisation and product demand can be severely affected and more its costs. For instance political risks were rising in 1. Unilever nationalised its business in some countries.

Furthermore government policies for service fees and shares affected the nationalisation methods in 1. Later Unilever specialised in regulations issues with its contacts with number of business and was able to negotiate with government. On the other hand the wastes of the company manufacturing plant were increasing to about 7. Thus recyclable packaging were employed for most of the products. Another imperative factor which has significant impact on the operation and decisions of the organisation is economic issues.

Fluctuation of interest rates and foreign currency exchange differ from one country to another. Furthermore economic downturn and inflation rates for instance recession in UK is the biggest threat for all the business operating in UK where consumer market begins to shrink and lower purchasing power. Despite the competitive advantage Unilever profitability is disturbed by EU free trade policy.

This factor includes cultural and social aspects which is different in every region. So therefore Unilever has developed its products according to the local needs and desire of the people for instance the detergents were further developed according to the local clothing material used.

This factor includes the lifestyle, religion and education too. Countless consumers buy Unilever products around the globe shows that Unilever does have massive impact on standard of living.


Similarly company have community programme where 9. School kids about 4 million were followed by oral health programme in 2. Technology is another factor to be considered for the success of the organisation. It provides gain to the business in terms of globalisation and competitive advantage.

Criticism Of Ansoff Matrix Pdf – Romatacrogif

Research and development is the key while innovation and information technology should not be forgotten at anytime. Any weakness in these aspects provides advantage to a competitor which is none of the businesses. Unilever further owns laboratories around the globe for research and innovation of new products and improve the existing ones.

Environmental waste has become very crucial these days. Recycling has come to dominated when it comes to packaging. Climate change and sickness is the concern of everyone which should be collectively minimised. The primary dependency for raw material of Unilever products are on natural ansorf and water specifically. The waste produced by manufacturing plants includes waste from water, emission gas etc. However Unilever maintained the environmental safety by reducing the waste upto 5.

Appropriate analysis matrjx the organisation. Various models and theories have been used to analyse the situation of Unilever. Ansoff reflected the existing market and new market emergence furthermore existing and new products into the market. In simple words it draws a figure of Unilever of where it was and where it going and thus enables us to make sound forward planning for the betterment and development of the company. Ansoff is the perfect model for Unilever to gain knowledge and idea about the environment of growth because since the beginning of Unilever it is consistent and committed for growth and development.

Moreover SWOT analysis showed strength and anaoff of the company where brand name is recognised worldwide and criticism being the weakness. Brand reputation is the crucial asset of any business which should be protected at all time because once lost cannot recover back. Therefore it can be concluded that there has been ups and downs in the life of Unilever but it has ever managed to survive in any conditions and compete their major competitors because they imply strict strategic planning in their systems.

This strategic management should continuously be followed and further growth and development with innovation and technology should be further enhanced.

This analysis can also be used by ansofc management of the company to reflect upon the position of the company to make right decision.

Mergers and acquisitions have been part of Unilever. Internet website ease of use, attractive and appealing. Describe and discuss the advantages and disadvantages of this approach togrowth.

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