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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Please enter your name here. The market penetration strategy is the least risky since it leverages many of the firm’s existing resources and capabilities. Your rating is more than welcome or share this article via Social media!

Add a link to this page on your website: Strategic management Business planning Business terms. Sometimes an organisation will adopt two strategies to reach different markets. He is known as the father of Strategic management and his development of the strategy model, the Ansoff matrix.

Marketing Theories – The Ansoff Matrix

In a growing market, simply maintaining market share will result in growth, and there may exist opportunities to increase market share if competitors reach capacity limits.

Retrieved from ” https: Always up-to-date with our latest practical posts and updates? The idea behind the Ansoff Matrix is simple; a company or organization gains a clear insight into the possible growth strategies based on the combination of existing and new products and existing and new markets.


This is otherwise termed conglomerate growth amtrix the resulting corporation is a conglomerate, i.

Henry Mintzberg Organizational Configurations December 18, This website makes use of cookies to enhance browsing experience and provide additional functionality. Add a link to this page on your website: This is also considered to be risker than market penetration as it can be difficult to understand the complexities of igpr markets.

Igor Ansoff pointed out that diversification therefore stands apart from the other three strategies. Igor Ansoff was a prominent Russian American mathematician and scientist. Because the firm is expanding into a new market, a market development strategy typically has more risk than a market penetration matrrix.

How to cite this article: Marketing and MBA-students are usually familiar with his Ansoff Matrixa tool he devised to plot generic strategies for the establishment of a company via existing or new products in existing or new markets.

To portray alternative corporate growth strategies, Igor Ansoff presented a matrix that focused on the firm’s present and potential products and markets customers.

This involves increasing market share within existing market segments. 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. Other advantages of diversification include the potential to gain a foothold in an attractive industry and the reduction of overall business portfolio risk.

How can we extend our market? After reading you will understand the basics of this powerful marketing strategy tool. What are your success factors for the good Ansoff matrix set up? However, diversification may be a reasonable choice if the high risk is compensated by the chance of a high rate of return. These products may marrix obtained by:.


This website uses cookies and third party services. Similar to the case of new market development, new product development carries more risk than simply attempting to increase market share.

Please enter your comment! In diversification an organization tries to grow its market share by introducing new offerings in new markets. matrxi

Using The Ansoff Matrix to Develop Marketing Strategy

Retrieved [insert date] from ToolsHero: This page was last edited on 5 Novemberat Activity Log December 29, From Wikipedia, the free encyclopedia. In product development strategy, a company tries to create new products ivor services targeted at its existing markets to achieve growth.

How can we expand our product portfolio by modifying or creating products? It is the most risky strategy because both product and market development is required. In this situation, it can leverage its strengths by developing a new product targeted to its existing customers. Your rating is more than welcome or share this article via Social media!

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