1. Do nothing
1.1. Assume we expect that the market will grow by itself. So just defending our market share will be enough
2. Increase market share- 4P's
2.1. Product
2.1.1. To test the feasibility of this option we could conduct a survey on customer satisfaction
2.2. Price
2.2.1. It could increase volume sales, but can have negative impacts if our competitors are willing to decrease the prices. And if for example our price is now lower, then it can result in a lack of trust
2.3. Placement
2.3.1. Add new distribution channels or increase the intensity of the current distribution channel
2.4. Promotion
2.4.1. increase advertising expenditures. We need to see if it is necessary or not
3. Expand to a new market (ansoff matrix)
3.1. launch new products in current markets
3.1.1. Risks: Less space for other products in the stores for example
3.1.2. M&A possibility. Need to see internally. This could avoid the huge amount of investment neede on acquisition
3.2. expand existing products to different segment or target of customers
3.2.1. Ultra-premium segment
3.2.1.1. Risk: the other brands can have a strong play and strong loyalty customer
3.2.2. Low-end segment
3.2.2.1. Image of exclusivity can drop
3.3. launch the most successful product to new markets
3.4. launch new products in new markets
3.4.1. too risky to do as our objective is not that ambitious