15. Existing Markets New Markets Existing Products New Products 14 Ansoff Matrix (UK) Diversification N/A Market Development Convert upper-class non-users Product Development New offerings i.e. in accessory market Market Penetration Winning customers and expanding value-added partnerships
16.
17. Existing Markets New Markets Existing Products New Products 16 Ansoff Matrix (Abroad) Diversification N/A Market Development Invest in high potential markets abroad i.e. Eastern Europe Product Development Developing niche accessories for e.g. in 2005 Burberry successfully extended their apparels to include golf wear in Korea Market Penetration Winning customers; upgrading distribution channels