This business over the recent or existing products

 This report aims to analyse and compare the Ansoff’s product-Market and Porter’s generic strategy in business in order to help how the organic vegan fruit juice can gain a sustainable business advantage over the competitors in the UK Market.   To begin with, the author will identify what a marketing plan is, and what demographics are. Following on, the author will give some examples of demographics, characteristics and consumption traits. Then it goes to the examples of marketing plan, what is included in the marketing plan will be analysed.

  The author will use Ansoff’s and Porter’s theory in order to get the possible answers. At the end of the paper, the conclusion will be added by the author.   Marketing Plan: The marketing plan is a series of methods which is used in order to describe the approaches marketing resources to attain the marketing objectives (Wilson and Mcdonald, 2013).

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According to Westwood (2013), the purposes and the resources will change from time to time and company to company. Westwood also mentioned that the marketing plan will be used to recognise the market position and section market and to plan the feasible market share in every market segment.   Two strategic outlines can be used for the business; Ansoff’s product market and Porter’s generic strategy.    Porter’s Generic Strategies: According to Gurau (2007), three general kinds of strategies have described by Porter which are usually used through the businesses to preserve and achieve competitive advantages. Porter was calling these generic strategies as: Cost Leadership (Lower cost for better profit), Focus (to offer a dedicated facility in a niche market) and Differentiation (creating required services or goods). Porter then decided to divide the Focus strategy into the two parts which are ‘Differentiation Focus and Cost Focus’ (Figure 1).            Ansoff’s strategy:  In order to understand and measure the business development strategy, the Ansoff’s product-market matrix will be used. It can help the business to reflect the implications of rising the business over the recent or existing products into the current or new marketplaces.

According to Team FME (2013), the manager has to use SWOT analysis before using Ansoff Matrix strategy into the organization. For instance, the business has to identify the strengths and weaknesses (Internal), and Opportunities and Threats (External) first, then after identifying the SWOT, the organization is able to investigate the existing strategy and the other changes which were recommended by the SWOT analyses. Almost every business can select which strategic choice to use or what kind of strategy they want to employ. Figure 2 is showing the simple way of strategic development option.

These four strategies which Ansoff recommended and became well-known are; Market Penetration (achieve growth with the current product in the current market), Product Development (new products to current market), Market Development (current product to the new market), and Diversification (New business; new products to the new marketplace).             Demographics: In business marketing the demographics will be used in order to use the best method for reaching to the customers and assessing their behaviour. On the other word, the demographics will let the company to control the size of the market. For instance, it will help the company to see whether the products or the services is the customer’s target or not. Millennials or Baby Boomers are two demographics groups which a company has to consider for the particular market segments.

As the size of demographics group altered changed over the period; for instance, the economy or the politics conditions, the demographic tendencies play a significant role (Investopedia, 2018).According to Cottle (2016), the UK consumers which use Organic foods has changed during couple of years ago, and the younger market (Millennials) is known for having higher ratio of sales. The Millennials (aged up to 40) generation use more technology, and are paying more attention on their health, as well as looking for more information about it, therefore, there is known to be a niche market for millennials organic food consumers as it is correlated with what encourages them and also many of their beliefs.   Competitive advantage:  According to Kay (1995), one of the most part of competitive strategy is to see if the business’s product is connecting to the markets, as well as gaining a competitive advantage over competitors. Kay also states that the organization may have very good operational and practical abilities, but these abilities can be only a source of competitive advantage once these distinctive abilities are functional in the market, so it is important that the manager is able to understand and describe the markets.   Conclusion: To conclude, it is obvious that the UK organic marketplace is in development because of the Millennium generation who are interested in new organic foods and fruit juices which are healthier.

However, because of the busy markets which UK has, the UK shops has to be more creative and unique in order to have a successful business.   According to Mack (2018), in order to have the competitive edge, demographics of the major competitors and the area needs to be analysed in-depth. Furthermore, in order to have a sustainable business advantage, the company has to follow the Ansoff’s product market and Porter’s generic strategy. As an example, using these strategies will help the company to know what the SWOT of the company and the competitor are; or defining who their demographics are.


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