The product-market matrix provides four quadrants where firms may pursue growth opportunities. For this activity, you need to consider the range of growth opportunities that are potentially available to a book retailer that is struggling against online providers, such as Amazon, in the current environment.

Let’s assume you are a consultant for an independent bookstore located in a busy city. This bookstore has been established for over 50 years but has seen a fall in sales and regular customers over the last five years as more consumers purchase books through online channels. Initially, you should conduct research regarding book retailing throughout the world,

looking for innovation in operations and trying to find some success stories in this competitive marketplace.
Your next task is to utilize the four quadrants of the product-market matrix to recommend a series of growth strategies for the book retailer. Keep in mind that their budget is probably going to be somewhat restrictive, so your ideas need to be reflective of that limitation.