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Ansoff Matrix Of The Airline Industry

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9.0 STRATEGIES TO IMPROVE PERFORMANCE
9.1 ANSOFF Product-Market Matrix
Products
Market Existing New
Existing Market Penetration
1. Increase passenger bookings through frequency marketing and sales on longer trip destinations
2. Increase sales of business class segment
3. Promote more domestic travel within west and east Malaysia Product Development
1. Business service
2. More modern aircraft
New Market Development
1. Open up new destinations.
2. Promote the student market. Diversification
1. Strategic alliances with other international airlines
2. Create new budget airline

By using the Ansoff matrix, we would be able to analyse that different strategic options which are implemented in companies operating in varied industries and markets (Pearce & Robinson, 2009). The business environment and competitive activities, plays an instrumental role in determining which strategic choice is most appropriate for a company and its impact on the selected choice of a firm 's strategic options.
Market Penetration
Market penetration occurs when a company penetrates a market with its existing product range and strategic capabilities and obtains increased market share (David, 2009). For example, MAB can increase passenger bookings through frequency marketing and sales on longer trip destinations. Regarding that, MAB can penetrate by increase sales of business class segment and promote more domestic travel within west and east Malaysia.
Product Development
The product development strategy

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