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4. Using the Ansoff's matrix, analyse the direction of growth that...
4. Using the Ansoff's matrix, analyse the direction of growth that Air Asia and the Tune Group has undertaken to grow their business. Provide recommendations for the firm's future growth. (25%)
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This case studies can be found in the case study section of the 12th Edition of the
prescribed reading:
Whittington et al (2020) Exploring Strategy Text and Cases. 12th edition,
Question 4 focuses on how Air Asia and the Tune Group has used their capabilities to grow the business. You are asked to focus on the options in Ansoff's matrix which are explained in your textbook and in Unit 5. The options include market penetration, market development, product development and diversification. You also need to make recommendations on how Air Asia and the Tune Group should use their existing capabilities to implement future growth options. You can make use of figures in your answer, especially to describe the relevant frameworks.
Answer & Explanation
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