Mary Habib is the CEO of The Receipt Paper Company (RPC). This organization supplies printer and receipt paper to retailers in North America. She is exploring a plan to take the company into the digital era due to a significant decline in the paper industry. Over the last decade, RPC has floundered. It has fallen into major debt, gone through multiple restructurings, and has been through five CEOs in ten years.

Habib is thinking about a long-term strategy where RPC continues to service its current marketplace but offer them new products. Specifically, she wants to launch a digital filing system where companies automatically send their customers digital purchase receipts. When customers receive these receipts, they are automatically filed in the cloud based on predetermined categories such as grocery or entertainment.

Question 1 (1 point)

Habib understands that a change needs to be made. Which one of Ansoff's matrix strategies is she trying to employ with the new digital strategy?

Question 1 options:

	Product Development
	Market Penetration
	Market Development
	Product Diversification

Question 2 (1 point)

Habib used a SWOT analysis to explore her next steps. Which point would not be included in her SWOT based on Digital Filing system solution?

Question 2 options:

	Limited new paper solutions
	Increase adoption of digital in the retail environment
	Customers increase need for organization
	Declining use of paper in marketplace

Question 3 (1 point)

Part of the new product launch included a redefinition of RPC's mission, values, and organization culture. This suggests that RPC was engaged in what?

Question 3 options:

	The Strategic Planning Process
	Financial Analysis
	Market Planning
	Writing the mission statement

Question 4 (1 point)

By limiting the use of paper and moving to a digital environment, RPC is engaging in practices that align with which marketing Era?

Question 4 options:

	Sales Era
	Societal Marketing Era
	Green Era
	Production Era