ANSOFF MATRIX

Market penetration:
This strategy is used to increase existing products sales in the current market. This can
be achieved gaining competitors’ customers and encouraging them to acquire more
company’s products.

Ashabi,s key for market penetration is offering fashionable bed sheets ,flat sheets ,pillow
covers clothing with cheaper prices than other competitors. The firm provides best
quality product in cheap price which makes it superior and different from other factories
The foundation of a successful brand is quality. The company is very concerned
about that, therefore it has comprehensive quality control methods which
guarantee customer satisfaction. The Ashabi,s strong advertising campaigns has
increased its popularity worldwide helped by the globalization of fashion trends
and lifestyles.

Market development:
The prime focus of this strategy is to enter into a new market with the same existing
product.
Ashabi,s targeting new segments of a market, identifying new uses for the company’s
products or entering new international markets. Ashabi internationalization strategy is
based on entering one market at a time. Although the standardization of Ashabi
products, the company introduces slight variations to be adapted to the new market
culture. Long term mission that the company looks forward to achieve is to become the king of all
textile industries not only in Pakistan but also in south Asia. As the firm has influenced both local
and international market since five years, it has now made itself enter a dominated position in the
market. Ashabi Textile assures maintaining the quality of their products by implementing their
policies effectively which has enabled them to capture more from the international market.

Product development:
It can be defined that offering really new and innovative products to the current
customers.

Ashabi develop this strategy, for example, through strategic alliances with famous
designers, fashion icons, Actors, Singers like Fawad khan, Atif Aslam which improve
Ashabi,s prestige worldwide. Ashabi have design department that maintain quality
assurance of design Furthermore, the company when coming up with new designs they
train their employees Also it is important to underline here that products are properly
made upto the required standard.

Diversification:
This strategy is the riskiest because it means to develop new products and entering new
markets.

The firm doesn’t have any plans to diversify their products because they think that is better to be
professional in one area rather than diversifying into different products and losing the market
hype for the product