Brand C – Ansoff Matrix

In 1965 Igor Ansoff came up with a concept of a strategic planning tool that provides a framework to help managers of organisations devise strategies for business growth, known today as the ‘Ansoff Matrix’. It consists of four different concepts; Market Penetration, Market Expansion, Product Development and Diversification.

In the 2015/16 season Brand C have the cheapest adult season ticket in the Premier League, and having already won the league on two different occasions and being one of the title contenders this season, it could suggest that customers off Brand C’s competitors such as their arch rivals Manchester United could be won over. Evidence of this would be because football is a working class sport and a lot of people nowadays have less disposable income and therefore may be persuaded to support a team with cheaper season tickets in order to penetrate the market.

Brand C develops new products each season, these consist of football kits, footballs, scarves and various other forms of merchandise related to football. This helps to bring in revenue in order for the group to pay players wages for example. This in turn allows brand C to promote ‘Etihad’ airlines as it is a sponsor on the team’s kit. With this visual aid on the kit, the brand has reached a global audience as Brand C reaches a global market with their football audience. These locations include; the Middle East, Africa, Europe, Asia, Australia and the U.S. In doing this, Brand C can meet customer needs more closely and outperform competitors.

In terms of market development, Brand C has gone global by purchasing football clubs all over the world such as ; New York City, Melbourne City and Yokohoma Marinos. Brand C has recently sold a 13% stake to Chinese Investors in order to grow a fan base in East Asia, where there is huge competition between top clubs in Europe like for example Real Madrid who have a strong presence in Asia, therefore in making this deal it will hopefully build up support numbers and turn those football fans into customers of club products and services too.