VYUŽITÍ ANSOFFOVY MATICE V MARKETINGOVÉM MANAGEMENTU DESTINACE (ČESKÁ REPUBLIKA)
APPLICATION OF THE ANSOFF MATRIX IN THE DESTINATION MARKETING MANAGEMENT (CZECH REPUBLIC)

Author(s): Monika Palatková
Subject(s): Business Economy / Management, Marketing / Advertising, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: marketing strategy; Ansoff matrix; strategic marketing management; Czech Republic;
Summary/Abstract: The Ansoff matrix is considered one of the principal tools for marketing strategy formulation. The matrix has been used especially in the private sector, but its application in the destination marketing management in the Czech Republic is rather scarce. With the matrix application starts the formulation of the strategy followed by its elaborating in single geographical markets. Since the product portfolio and market portfolio of the Czech Republic are highly diversified, the marketing strategy of the Czech Republic in the international market is based on the concentrated marketing strategy. Three market groups were identified in the market portfolio according to their importance in the past and in future long-term period. The key product groups were defined in terms of key competitive advantages. The usage of the Ansoff matrix implies further development of market portfolio as well as effective allocation of resources. There are many limits and barriers for proper application of the Ansoff matrix in the practice, esp. the lack of relevant and comparable data.

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