Ansoffs Matrix - A common tool used within marketing was developed by Igor Ansoff in 1957.

He suggested that a business has the potential to grow by using one of four strategies: making the most of existing markets and products (market penetration), introducing new products (product development), entering new target markets (market development), and producing new products for new market (diversification). New products - Renzy 1. Develop related products or services, may they be existing or not yet with competitors (produce specific details of the new product make it very detailed and complete. Do not play with existing products.) 2. Provide the pros and cons of each suggested new product (quantify, if possible). Ex: possible response of the market, estimated increase/decrease in revenues (percentage only, but provide quantified reasoning), possible reaction/s of regulatory bodies (BIR, SEC, NTC, govt., etc.), etc. Modified products Camille & Priscilla 1. Extend your product by producing different variants, or packaging existing products it in new ways (produce specific details of modification make it very detailed and complete. You may mix, match, add or remove some features of PLDTs existing products.) 2. Provide the pros and cons of each suggested modification (quantify, if possible). Ex: possible response of the market, estimated increase/decrease in revenues (percentage only, but provide quantified reasoning), possible reaction/s of regulatory bodies (BIR, SEC, NTC, govt., etc.), etc. Existing products Camille & Priscilla - List down ALL products of PLDT, be specific. Put description (complete details per product) and estimated subscription on each product. New market - Renzy Here, youre targeting new markets, or new areas of the market. Youre trying to sell more of the same things to different people. Here you might: Use different sales channels, such as online or direct sales if you are currently selling through the trade. Target different groups of people, perhaps with different age groups, genders or demographic profiles from your normal customers. Provide concrete REASONS(SSSSSSSS) for choosing that new market. Provide their potentials (characteristics), their number (quantify, either percentage or number, or both), their spending capacity, sensitivity, etc. Expanded market Marianne & Tracy Here, youre targeting new areas of the market. Here you might: Target different geographical markets at home or abroad. Provide reason why did you choose to consider that market. Provide their potentials (characteristics), their number (quantify, either percentage or number, or both), their spending capacity, sensitivity, etc. Note: DO NOT LOOK FOR NEW markets. Examine the existing, and then expand (ex: out of the working force population [15-64yo], existing market extends only up to 50 years old bec. 50+ are too old or are technologically scared. What will you do to get them, and why do you need to?) Existing market Marianne & Tracy Who are your existing markets (be specific, name and quantify. Breakdown into groups first [age group, social status, sector, etc.] then specify and quantify each). Ex.: working force, teens, OFWs, government, etc. PLDTs capability - Lenie and Aron Determine PLDTs core competencies. Is PLDT capable of extending into new market/s and new products? Provide financial evidencesssssss. Examine their margin of safety in case of loses shall occur if expansion shall fail. Describe the risk/s involved in planning for expansion (products and market). Quantify and qualify. What are the possible contingencies/back-up plans in case of failure. Note: DO NOT DWELL ON THEIR EXISTING EXPANSIONS. Examine their financial capabilities (availability of funds, etc.).

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