A company growth strategy involves entering multiple arenas in order to expand your business while reducing the risk of a decline in demand in core markets. Your airline starts off as a passenger-only carrier, but you have the option to enter the cargo business. If you decide to haul cargo, it will be loaded into the cargo bays of your passenger aircraft up to the maximum takeoff weight of the aircraft. In case there are more passengers and cargo than the aircraft can handle, the excess cargo will be held until the next flight out or placed on another carrier. Passengers will not be bumped to make room for more cargo, and there is no provision for having all-cargo aircraft. If you want to initiate cargo service, you must budget at least $10,000 per quarter for cargo marketing. Spending more than $10,000 will provide additional funds for promoting the new service. Potential cargo revenues are estimated at $25,000 per route per quarter, but it will take about three quarters to build up the business and generate a profit.

1. Use the BCG Growth Matrix to plot your airline routes that your company is currently flying in.Based on your route portfolio, does it make sense to add any new business opportunity to the company portfolio?

What is your rationale for your decision based on above analysis?

.

2. Using Ansoff's Matrix, identify which growth strategy your company would be using assuming that the decision is made to move forward with the cargo business?Use the matrix below to illustrate the components of the Ansoff matrix and where the cargo business would fit