Ansoff\'s Matrix and the Boston

Ansoff's Matrix And The Boston Matrix

Ansoff's Matrix

Market Penetration: There are several products in Sony's portfolio that could be included in the market penetration segment, that is, products that already exist in the company's portfolio and are marketed to existing customers. Among them, digital cameras and flat-panel TVs are "remaining strong and boosting revenues," which means that they were still used as a cash cow by the company in 2004.

Market Development: We should include in this category products such as DVD recorders, digital still cameras and network electronics devices. For many of these products, Sony has a long history of excellence, but the global economy of the 21st century and the new challenges it brings about implies discovering new markets for these products.

Product Development: The LCD flat-screen TV is the most representative product from this category. Indeed, as we have seen from the articles, the demand is growing and Sony has developed a partnership with Samsung in order to further develop its range of LCD flat-screen TVs. Additionally, the low-priced electronics may also be fit in this category, not necessarily as a new product, but as a new way of producing, for which the third country markets are excellent demand providers.

4. Diversification: The media products and areas are new products in Sony's portfolio, with a new market that needs to be developed by the company.

The Boston Matrix

1. Cash Cow: DVDs and DVD recorders are excellent sources of profit and revenues for Sony, as they have been for the last couple of years. Additionally, the electronics and game consoles, especially Playstation 2, even if encountering losses in 2004, may also be included in this category, as having a still consistent market share.