Question1.

Using hypothetical but realistic examples, demonstrate how you will use
Ansoff’s Product-Market Growth Matrix to conduct a portfolio analysis for a public library
or an archival institution
Group IV
Outline

• Introduction
• The case of Pentecost University Library (PUL).
• PUL marketing strategies
• Applying Ansoff Matrix to the marketing strategy of PUL
• Growth Matrix for Pentecost University Library.
Introduction
Library marketing is not a modern phenomenon.

Marketing entails a variety of practices ranging from showcasing to the sale of

goods and services to consumers who perceive value for them.

“market penetration, market development, product development, and

diversification are all part of a product or service marketing strategy.” (Ansoff,
1957).

These four areas combine to form the Ansoff Growth Matrix when
visualized.
Introduction…
•An Ansoff matrix is a coordination tool that lets you see the potential growth
strategies for your company as part of a broader strategic planning initiative.

The difficult part is deciding which of the four Ansoff growth strategies to use.

•In this scenario to library marketing strategy, the Pentecost University Library
applies the Ansoff Growth Matrix to extract potential growth strategies as part
of its strategic planning process.
The case of Pentecost University Library (PUL).

Libraries are undergoing change as a result of

the massive amount of information available,
evolving medium of communication,
budget constraints, and staff shortages

To address these issues,

branding and marketing library tools and programs can be an effective
strategy.
Note!!

Although profit is the primary aim of every

business marketing, libraries and information
marketing is distinguished by better services to
library users
PUL marketing strategies
• Library Website:
PUL marketing strategies…
• Patron Orientation:
PUL marketing strategies…
• Electronic Resources:
PUL marketing strategies…
• Online Public Access to Catalogue (OPAC):
Applying Ansoff Matrix to the marketing strategy of PUL

•Market Penetration
It is used as a strategy in PUL to analyse the growth of its services
already on the market which demands a need for growth strategy to
increase competitive advantage.

•PUL can use its libraries website as a strategy for market

penetration. The creation of content on demand by library users can
be prioritized to increase the rate at which users visit the website.
Applying Ansoff Matrix to the marketing strategy of PUL
•Market Development.
Market development is the process of adding new customers to an established
customer base.

Because this strategy is used to target a new market with existing products, PUL
uses its specially “lecture to student text book recommendation system” (Imano
portal) to attract more patrons (student and staff) to its facility. Secondly, the single
computer dedicated for OPAC can be increased to accommodate more users.
Applying Ansoff Matrix to the marketing strategy of PUL

•Product Development.
It is a broadening of the range of goods available to current customers.  

•Since the use of Virtual library tour by PUL has been well adopted as a way of
viewing the state of the library without having to physically move in, the library can
decide to further expand the virtual reality as a product to cover virtually walking
through the shelves and reading prologues of books. Such a new product will
enhance the overall strategic plan.
Applying Ansoff Matrix to the marketing strategy of PUL

•Diversification. 
•When a product is entirely new and being launched into a new market, the Ansoff
matrix's diversification approach is used.

It's simply a case of new goods for new clients.

•One area of service PUL can diversify is the circulation services. With the entrance
of COVID-19 and its aftermath effect on our daily activities, the circulation service
module can be completely changed from “submit a book to counter” to self-check-
in and check-out. This will reduce the rate of human interaction at the library.
Applying Ansoff Matrix to the marketing strategy of PUL
Question 2: What challenges are you likely to face when you use Ansoff’s Product-Market Growth Matrix
to conduct a portfolio analysis?
In using Ansoff’s Product-Market Growth Matrix, one is likely to face and not limited to the following
challenges.
 A new product can gain new customers, making it crucial but it is mostly safer to stick to what the
customers already know because new products might come with uncertainties of whether it will satisfy the
user or not.
 Market penetration can be risky and challenging for libraries because libraries differ in type and users and
for that matter will be risky to embark on gaining the users of the other libraries
 The model has been criticized for being too simplistic and impractical because it only focuses on goods and
markets.
 Aspects other than the product and the consumer are also ignored (e.g., competition).
 There is also no cost-benefit analysis of the various methods.
 The Ansoff Matrix isn't fool proof, and the risk level associated with each technique can't be predicted. After
all, it's impossible to predict how well the goods will sell or how the market will respond.
 The Ansoff Matrix is often seen as out of step with today's market strategies since it was created in the 1950s.
 The Matrix cannot be used on its own to decide the strategic direction of the information center. The matrix
can used in conjunction with other tools such SWOT and PESTLE