$1$D$.$ STRATEGIC OPTIONS TO ACHIEVE OBJECTIVES

It is imperative that AB accomplish the aforementioned goals and objectives. Therefore, in order to improve the organization's product$/$service portfolio for long$-$term business growth, strategic marketing options are taken into consideration in line with Accra Brewery $($AB$)$s marketing objectives, such as increasing brand awareness, customer retention, distribution points, digital presence, and return on marketing investment $($ROMI$).$ These frameworks to be adopted by AB includes segmentation, targeting, positioning $($STP$),$ and the Ansoff Matrix $($Ansoff$,1957).$

ANSOFF MATRIX: The Ansoff Matrix is a strategic framework that focuses on four main areas: market penetration, market development, product development, and diversification. It provides a framework for analysing and planning growth plans. The following is an appraisal of each technique based on AB's objectives:

MARKET PENETRATION: With the goal of expanding market share through bringing in new customers and encouraging repeat business from current ones, this plan will assist AB in boosting sales and its online presence with influencer partnerships, social media marketing and targeted online advertising of its present products within its target market with an online sales initiative to enable virtual transactions. AB's shortcomings and dangers, as identified by the SWOT report, include a lack of marketing initiatives to fully position the company against fierce competition and challenging economic conditions. The possession of sufficient physical assets and a well$-$known line of goods that can be positioned as an all$-$inclusive beverage solution, however, are advantages and chances. Sales and revenues can be increased through a cohesive strategy that combines loyalty programs and customer retention tactics with promotional bundles. This approach is particularly effective for engaging $$Social Drinkers$$ and $$Health$-$Conscious Consumers,$$ as it encourages repeat purchases and strengthens brand loyalty. By offering tailored rewards and value$-$driven deals, AB can effectively increase both the frequency of purchases and the lifetime value of customers in these key segments. This strategy is in line with AB's goals of growing home penetration and market share to gain a competitive edge through higher ROMI.

MARKET DEVELOPMENT: This tactic entails introducing current products to new markets and introducing and marketing non$-$alcoholic beverage options to meet the increased demand for health$-$conscious consumers and premium product consumers. AB is navigating a highly competitive and saturated market landscape. However, it possesses robust financial resources, a workforce that is both diverse and skilled, and a growing trend towards e$-$commerce adoption. A significant gap in the market is the absence of an e$-$commerce platform owned by any leading competitor, which provides AB with a unique chance to pioneer this space. The launch of an e$-$commerce platform could enhance the shopping experience for consumers who are technologically inclined, supporting AB$$s goal to boost digital sales by $30\%$ before the conclusion of the fiscal year $2025.$ This move could also secure a competitive edge and improve the product or service portfolio for a sustained business growth by elevating the return on marketing investment $($ROMI$).$

PRODUCT DEVELOPMENT: This strategic approach centres on the creation of innovative products tailored for the current market. In response to the growing trend for diversity and healthier choices, AB has the opportunity to expand its offerings with the introduction of low$-$calorie beers, new variant flavour alcohol$-$free options, and products made with organic components. By broadening its existing array of products, AB can appeal to consumers who prioritize health and those in pursuit of novel tastes and experiences. In harmony with AB$$s goals, this method has the potential to enhance both market penetration and consumer devotion by meeting the changing tastes of customers.

DIVERSIFICATION: This strategy entails introducing new products into completely new markets. Hence, AB can look into joint ventures with other businesses, including starting a line of appetizers or snacks to go along with their beverage selection. Furthermore, introducing health beverages and supplements into the wellness industry may draw in a new clientele of people who are concerned about their health. Though riskier, this approach can offer substantial development potential and lessen reliance on the core beverage sector, which is consistent with ABI's long$-$term growth goals.

In line with the theme "Improving the organization's product or service portfolio for sustained business growth" and applying academic theory to justify, justify Accra Brewery's strategy, referring to Accra Brewery's segmentation, targeting, and positioning policy, using theoretical models to aid the justification