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Ansoff Matrix

Apple has primarily used market penetration and product development strategies to increase their market share by selling existing products like phones, tablets, and computers into established markets, and developing new products like AirPods within those markets. More recently, Apple has engaged in market development and diversification by expanding into new geographic markets in Africa and launching new products like the iPhone SE into new markets, representing medium- and high-risk strategies respectively based on Ansoff's matrix.

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97 views1 page

Ansoff Matrix

Apple has primarily used market penetration and product development strategies to increase their market share by selling existing products like phones, tablets, and computers into established markets, and developing new products like AirPods within those markets. More recently, Apple has engaged in market development and diversification by expanding into new geographic markets in Africa and launching new products like the iPhone SE into new markets, representing medium- and high-risk strategies respectively based on Ansoff's matrix.

Uploaded by

yara hazem
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Market penetration = Product development =

Apple has increased the market share within a Apple has used the market strategy known as
country ex: United states of America. They have product development, by selling and
done this by selling already existing products developing new products into the already
into already existing markets; they have sold existing markets. They have developed and sold
technological products, that have already been the new apple wireless headphones (Air Pods)
existed such as phones, tablets and computers into the already existing market of
into a market that was already existing and technological products. This was a medium risk
popular at that time. strategy.

Market developments = Diversification =


Apple have expanded the market and they have For the marketing strategy of diversification,
developed it by selling their already existing apple have decided to launch a new product
products into new markets into new locations. which is the iPhone SE, a new product of theirs,
For example, they have expanded their into new markets and locations in new
products to a new country in Africa, with new countries. This was a high risk strategy.
and different markets there. This was a medium
risk strategy.
Ansoff
matrix

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