Presented By :-A.Deepshikha

M.B.A(3rd sem)

Ansoff matrix

• Ansoff matrix mainly provides four kinds of market strategies which aid in upliftment of any firm.

• These are market penetration, product development, market development and diversification.

  EXISTING PRODUCTS NEW PRODUCTS

EXISTINGMARKETS MARKET PENETRATION     PRODUCT DEVELOPMENT    

NEWMARKETS     MARKET DEVELOPMENT     DIVERSIFICATION

ANSOFF MATRIX

Market penetration• Market Penetration - The firm seeks to

achieve growth with existing products in their current market segments, aiming to increase its market share. In case of new gen software the firm is penetrating with its already existing products in its current markets that are Omni docx and Omni flor solutions.ECM (enterprise content management).

Market development• Market Development - The firm seeks growth

by targeting its existing products to new market segments so newgen is trying to capture foreign markets with the help of its existing products like Arabian markets and banks by providing its software solutions. 

Product development• Product Development - The firms develops

new products targeted to its existing market segments. In case of newgen software they are trying to capture the market with the help of customer communication management that is the new product but they want capture existing market first and this includes template management and output management.

Diversification• Diversification - The firm grows by diversifying

into new businesses by developing new products for new markets similarly newgen is trying to capture foreign market as well as Indian market with the help of customer content management

BCG MATRIX• The BCG Matrix shows the portfolios as and

when to invest .• It states different portfolios stars , question

marks , cash cows and dogs.• Different stages show different characteristics

and portfolios which tells what to do at a particular stage.

Stars • Stars - Have the potential to become cash

cows, it is necessary to invest in advertising, incremental innovation similarly newgen is investing in its customer communication management vertical to become star in the overall market share.

Question marks• Question marks - It is necessary to

differentiate between them, promising products may become cash cows if newgen is not able to fulfill its promise regarding exporting its IT solutions and get acquired the market share then it can probably enter into cash cow stage . So it is required to rapidly work on R&D and acquire market share.

Cash cows• Cash cows - do not require high investment,

these products form the basis of the company’s profitability if newgen success in exporting its IT solutions then it does not require more investment as market is ready to purchase their products only some research and innovation is required time to time for maintaining profitability.

Dogs• Dogs - these dampen production, they should be

withdraw from the market, it is required for every software company to dampen their products after their maximum utilization because as new techniques come up old gets obsolete .So if investment is required in the older technologies make it and milk out the maximum production and then divest. If continuous improvement is not made company is going to be liquidated.

PRODUCT DEVELOPMENT LIFE CYCLE

Continued…

• PRODUCT LIFE CYCLE shows various stages of a product in the life cycle. It states about the various phases of the product on different stages.

• So according to newgen software its• Customer Communication Management

software is on the cusp of introduction and the growth stage.

Continued…

• It’s ECM and BPM software solutions are on the maturity stage .

• And all its billing system software are in the declining stage which were used earlier.

thank you…