Matas A/S: Vækststrategi, rentabilitet og SWOT-analyse

1.1 - Assess which growth strategy Matas A/S used in the initialization of the concept StyleBox City Matas

Matas created a new chain called StyleBox City Matas. The concept is that you can go there, and get your hair, nails and makeup fixed, in one place. It can all be done under the same roof, which is not seen that often in any stores.When looking at Ansoffs’ growth matrix, I assess that it is an existing market but a new product. Matas didn’t create a new market to their product, they created a product to an existing market.

Therefore I can see, by looking at Ansoffs’ growth matrix, that it is product development. Product development is the complete process to bring a new product to a market. You can say that a product is a set of benefits offered to the customers. And to bring a new product to a market requires that you do a lot of market research.

1.2 - Prepare an analysis of profitability, earnings capacity, solvency and liquidity of Matas A/S for the years 2010/11 to 2012/13

Profitability:

Return on investment:

The profitability of Matas A/S improved during the period of analysis, with the return on investment increasing from 7% in 2010/11 to 8,2% in 2012/13 (an increase of 1,2%).