Маркетинг теория

Development’ strategy. This is also considered to be risker than market penetration as it can be difficult 
to understand the complexities of new markets. 
The final strategy in the Ansoff Matrix is ‘Diversification’, which is developing new products for new 
markets. This is seen as the riskiest strategy of all four, as the organisation is moving into an unfamiliar 
market. However, this risk can be mitigated by undertaking ‘related’ diversification and it could have the 
potential to gain the highest returns.

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Balanced Scorecard 
The balanced scorecard is a strategy planning and performance management tool 
created by Kaplan and Norton. In short it allows managers to see how well their 
businesses are being run based on whether the objectives of the company are being 
met, by the monitoring of staff and the execution of planned activities.
In order for a business to succeed it must set objectives in line with the overall 
mission and vision of the organization. The balanced scorecard suggests that it is not 
only financial performance that equates to a successful business. Therefore it takes 
the perspectives of four different areas of the organization and monitors their 
performance based on their individual objectives.

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To do this certain conditions 
must be in place:
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:Objectives must be set
➔
Data must be collected
➔
A value must be set to 
measure the data against
➔
Corrective action must be 
readily available

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Learning & Growth. Internal Business Process
This perspective involves staff learning 
and training in order to improve the 
knowledge resource. Managers should 
be able to identify where they should be 
investing their funds for personnel 
development, not just through training 
but through mentor schemes and 
improving communication amongst staff. 
This perspective allows managers to see 
how well their business is performing 
based on whether their products and 
services are meeting the needs of their 
customers. Carefully designed metrics 
will be needed to monitor this area.

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