Ansoff for WITTCHEN 

Jakub Szczapa 
Kacper Włodarczyk 
Mateusz Żyła 
2F 
 
 
Market penetration​- the number of rich  Product development​- WITTCHEN is 
people in Poland is increasing, which  already actively investing in developing 
WITTCHEN can utilise to increase their  new lines of products. Despite having 
sales. The brand is already known as  some series which started off in 90s, 
luxurious and marketing campaigns can  WITTCHEN is regularly launching new 
help them increase sales. A good example  product lines, including f.e. suitcases. This 
of market penetration is the recent  strategy looks very promising, despite 
campaign in Lidl.  being quite risky, as WITTCHEN brand has 
already established its position as leader 
on the exclusive leather goods market. 
 

Market development ​- WITTCHEN is  Diversification​- this may be the most risky 
widely recognisable as a luxury brand in  strategy for WITTCHEN. Expansion on a 
Poland, but it is not known in western  new market with introducing new products 
countries. The company can safely expand  is always dangerous, however as 
by opening new salons, for example in  mentioned before, WITTCHEN already has 
western Europe. The target audience for  a great established reputation on the 
WITTCHEN would be very hard to change  market. With conducting specialised 
because of their specialisation, but the  research including hiring business 
company can also try to make more  consultants before entering new market, 
products for men.  WITTCHEN may thrive and develop on it. 

 
 
Best choice and explanation 
In  our  opinion  the  best  choice  for  WITTCHEN  right  now  would  be  to  focus  on  the ​product 
development​.  Diversification  is obviously too risky and frankly unnecessary, as the brand is 
in  position  where  they  are  firmly  established  on  the  market  and  their  product  is  actually 
exactly  what  they  are  designed  to  produce.  Market  development  may  be  efficient,  as  they 
can move to western market and increase their influence on the eastern one, however in our 
opinion  the most effective thing for WITTCHEN to do now is to develop their products. They 
already  have  them  on  a  very  high  quality  which  is  going  to  be  very  hard  to  improve,  but 
obviously  it  is  not  impossible.  Nevertheless,  the  thing  that  we  wanted  to  put  the  biggest 
emphasis  on  was  the  introduction  of  new  lines  of  products, especially for men. Most of the 
products  offered  by  the  brand  are  primarily  for  women,  and  therefore  they  are  the  main 
customers  of  the  brand.  We  believe,  that  men  are  also  attracted  by  the  company,  and 
therefore  it  should  introduce  a  broader  line  of  products  for  them.  It  could  be  anything,  but 
giving  an  example,  it  could  be  a  completely  new  line  of  leather  backpacks  or  for  example 
introduction  of  new  line  of  leather  coats  and  jackets.  Although  WITTCHEN  is  currently  in  a 
very  good  position  and  seemingly  they  don't  need  to  improve  much,  it  is  obviously  to stay 
active on the market, always being one step ahead of the competition.