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.

Author: Milrajas Vojora
Country: Malawi
Language: English (Spanish)
Genre: Sex
Published (Last): 21 February 2006
Pages: 156
PDF File Size: 10.60 Mb
ePub File Size: 13.51 Mb
ISBN: 417-3-90788-830-8
Downloads: 64415
Price: Free* [*Free Regsitration Required]
Uploader: Gardasida

Activity Log December 29, From Wikipedia, the free encyclopedia. The organisation stays within a market they have familiarity with. The logic of the Ansoff matrix has been questioned. A new market needs to be explored and it takes time before new target groups have familiarized themselves with the products of a new provider.

Igor Ansoff is known worldwide for his research in three specific areas: Market development options include the pursuit of additional market segments or geographical regions. This website makes use of cookies to enhance browsing experience and provide additional functionality. This is only possible where markets are still growing, or where 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.


Product Development This strategy focuses on reaching the existing market with new products.

Diversification can be either related or unrelated. How can we extend our market? Through new market sectors? The success of this strategy is dependent on the organisation being able to effectively conduct research and insight into their customer and market needs as well as their own internal capabilities and competencies for driving innovation.

Using The Ansoff Matrix to Develop Marketing Strategy

The organisation moves into a market or industry they have no experience with. Igor Ansoff pointed out that diversification therefore stands apart from the other three strategies. However, diversification may be a reasonable mafrix if the high risk is compensated by the chance of a high rate of lgor. In this situation, it can leverage its strengths by developing a new product targeted to its existing customers. Sell a new product to an existing market; renew and improve the product range to attract more customers.

In that case, one of the Ansoff quadrants, diversification, is redundant. Always up-to-date with our latest practical posts and updates? Social Science Research Network.

This article explains the Ansoff Matrix by Igor Ansoff in a practical way. His work was appreciated by many and he received many awards during his career. In market penetration strategy, the organization tries to grow using its existing offerings products ansoff services in existing markets. These products may be obtained by:. In diversification an organization tries to grow its market share by introducing new offerings in new markets.


Ansoff Matrix – Overview, Strategies and Practical Examples

In fact, this quadrant of the matrix has been referred to by some as the “suicide cell”. How to matirx this article: Henry Mintzberg Organizational Configurations December 18, This website uses cookies and third party services.

By using this site, you agree to the Terms of Use and Privacy Policy. The Ansoff Matrix is used in the strategy stage of the marketing planning process. Ansoff Matrix3. Save my name, email, jatrix website in this browser for the next time I comment. The Ansoff Matrix was developed by strategy professor Igor Ansoff in the s.

Mintzberg Managerial Roles December 29, The market penetration strategy is the least risky since it leverages many of the firm’s existing resources and capabilities. Retrieved 27 June How can we defend our market share? Through new geographical areas?