The Ansoff Model Using The Ansoff Matrix to identify growth opportunities What is the Ansoff Matrix? This model is essential for strategic. The Ansoff Matrix was developed by Igor Ansoff and initially published in the Harvard Business Review. It is a core business strategy tool. The product-market matrix proposed by Igor Ansoff offers four growth strategies based on existing and new markets and products.

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Ansoff matrix, a simple product market strategy grid tool | ToolsHero

Activity Log December 29, Activity Log December 29, By considering ways to grow via existing products and new products, and in existing markets and new markets, there are four possible product-market combinations. Alternatively, if a new product does not necessarily take the firm into a new market, then the combination of new products into new markets does not always equate to diversification, in the sense matriz venturing into a completely unknown business.

Sell a an existing product to a new market, present own product range in a different manner, for example on the internet, abroad or through a franchise of another company.

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Strategic management Business planning Business terms. Market Development This strategy focuses on reaching new markets with existing products in the portfolio.

Ansoff Matrix – Wikipedia

Similar to the case of new market development, new product development carries more risk than simply attempting to increase market share. Mstrix is known as the father of Strategic management and his development of the strategy model, the Ansoff matrix. The Ansoff Matrix is used in the strategy stage of the marketing planning process. To portray alternative corporate growth strategies, Igor Ansoff presented a matrix that focused on the firm’s present and potential products and markets customers.


How can we expand our product portfolio by modifying or creating products? How can we extend our market? Always up-to-date with our latest practical posts and updates? From Wikipedia, the free encyclopedia.

These could also be services instead of products. The articles on this website are copyrighted material and may not be reproduced, stored on a computer disk, republished on another website, or distributed in any form without the prior express written permission of QuickMBA.

This is only possible where markets are still growing, or ansofff organisations are prepared to use other elements of the marketing mix such as price discounting and additional promotional activity to penetrate the market at the expense of competitors.

Ansoff Matrix

Product Development This strategy focuses on reaching the existing market with new products. Here, the company seeks increased sales for its present products in its present markets through more aggressive promotion and distribution. However, diversification may be a reasonable choice if the high risk is compensated by the chance of a high rate of return.

The logic of the Ansoff matrix has been questioned. In other words, it tries to increase its market share in current market jgor.

When an organization wants to grow, it is important to take the right steps. This strategy focuses on reaching new markets with new products.


Ansoff Matrix3. As the growth strategy shifts from existing products and markets within the Ansoff matrix to new products and markets, the risks will be increased for the organization. Your rating is more than welcome or share this article via Social media!

This is considered a high risk strategy. The organisation moves into a market or industry they have no experience with. By using this site, you agree to the Terms of Use and Privacy Policy. If you would like to see more of Professional Academy’s series explaining Marketing Theories head to our dedicated Marketing Theories page today.

Retrieved from ” https: Concentric diversification, and b Vertical integration.

The logical issues pertain to interpretations about newness. It is used to identify which overarching strategy the business should use and then informs which tactics should be used in the marketing activity.

Using The Ansoff Matrix to Develop Marketing Strategy

There he received his MSc. This is seen as the riskiest strategy of all four, as the organisation is moving into an unfamiliar market. A product development strategy may be appropriate if the firm’s strengths are related to its specific customers rather than to the specific product itself. The market penetration strategy is the least risky since it leverages many of the firm’s existing resources and capabilities.

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