combine ex int analysis decide strategic option for growth . ansoff product mix( based on rational approach) to identify strategic option and devide strategic option into four broader classification -market penetration, product expansion ,market expansion, diversification product development is expansion of product range and market development is expansion of customer base both help strategy development and implementation and basically consider based org capabilities and strategy product and market options the ansoff product -market matrix increase, develop new product and market based on experience ,capabilities fist do what you have experience and capabilities and let it exhausted then move to other area (have capability increase in excising market do it until exhausted it then move to increase in market then to new product then to new market growth in existing products and ,markets good for start up or growth phase org where penetration has not saturated increase the frequency of usage (frequent flyer) increase the qty of usage( coke 1.25 ltr) find new application for current users , attract more customer in same segment of customer base ( supply to Coles along with Woolworth to obtain Coles customers following question shows how to increase market and customer base 1 who we serve and who we don’t and who stop and why ? 2 can products to be serve different way 3 can increase plan capacity 4 need any change to marketing , distribution and pricing , how it affect existing customer and employee protect the image of org and become higher concentration in the market help heavily to increase product and market share -need to address the customer complaints effectively and timely and the manner they want ( if social media use social medias) ex- penetration in the market through product enhancement by ford falcon Australia ( product is unchanged market