Igor Ansoff created the Product / Market diagram in as a method to classify options for business expansion. The simplisity of this model is. Learn how to apply Ansoff’s Matrix to understand the risk of different strategic Sometimes called the Product/Market Expansion Grid, the Matrix (see figure 1. The Product Market Expansion Grid, also called the Ansoff Matrix, is a tool used to develop business growth strategies by examining the.

Author: Moogunos Voodoodal
Country: Georgia
Language: English (Spanish)
Genre: Health and Food
Published (Last): 13 July 2009
Pages: 263
PDF File Size: 17.67 Mb
ePub File Size: 5.74 Mb
ISBN: 236-8-69707-917-2
Downloads: 99713
Price: Free* [*Free Regsitration Required]
Uploader: Taujinn

For a full case study of a market penetration strategy, take a look at this article I recently wrote about its implementation at Heinz. But how does a business decide upon the best strategy for growth?

Increase your sales force activities. Diversification may be defensive or offensive. The matrix helps entrepreneurs with insights on how to grow their business through existing or new products or in existing or new markets.

My presentations Profile Feedback Log out. This will defintely helps me prepare my assignment. Good article, Ansoff model well explained. Management may expect great economic value growth, profitability or first and foremost great coherence and complementary to their current activities exploitation of know-how, more efficient use of available resources and capacities.

Within each pdoduct there is a differing level of risk. By focusing on new products and new markets, this strategy calls for organizations to enter completely unfamiliar territory. You are commenting using your WordPress.


Leave a Reply Cancel reply Enter your comment here In order to measure the chances of success, different tests can be done: Registration Forgot your password? In order to make a worthwhile analysis it is also important to consider other factors, such as the condition of the market.

The company has since gone on to successfully launch other flavoured variants including lime, lemon and vanilla. Diversification is the riskiest of the four growth strategies. He is trying to sell more of the same things to different people.

Either way, both strategies can lead to additional earnings for the business. Feedback Privacy Yrid Feedback. This involves developing new products for existing markets by thinking about how new products can meet customer needs more closely and outperform competitors. Offensive reasons may be conquering new positions, taking opportunities that promise greater profitability expnasion expansion opportunities, or using retained cash that exceeds total expansion needs.

To capitalize on growth opportunities, marketers must carefully formulate appropriate expansion strategies. Chapter 8 — Producing and Marketing Goods and Services.

Ansoff’s Product-Market Expansion Grid Matrix Diagram |authorSTREAM

To use this website, you must agree to our Privacy Policyincluding cookie policy. Share buttons are a little bit lower. When companies have no previous industry nor market experience this strategy is called unrelated diversification.

Each time one moves into a new quadrant horizontally or vertically downwards risk is increased. This too assists marketers in the expansioon of appropriate expansion strategies. Even if the new products are need not be new to the market, they remain new to the business. I like the manner of explaining it. We think you have liked this presentation. Fill in your details below or click an icon to log in: Develop related products or services for example, a domestic plumbing company might add a tiling service — after all, if customers who want a new kitchen plumbed in are quite likely to need tiling as well!


You grie commenting using your Facebook account. Imitation with a Twist. This strategy assumes that existing markets are fully exploited or that new markets can be developed concurrently with existing markets. It also focuses on whether a market is new or existing. Launch price or other special offer promotions. Notify me of new comments via email. I like the way of clarifying it.

Igor Ansoff’s Product-Market Expansion Grid

Market Penetration Market ptoduct is a growth strategy that seeks to increase the use of current product offerings by current customers. Describe Ansoff matrix Igor Ansoff developed a strategic decision-making tool Ansoff matrix to analyze the different options. With a year-on-year decline in sales of carbonated soft drinks like Coca-Cola, the brand anticipates the drinks market may be heading less-sugary future — so has jumped on board the growing health drink sector.

Previous post: