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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Marketing Theories – The Ansoff Matrix

It is the most risky strategy because both product and market development is required. Retrieved 27 June Product Development – the firms develops new products targeted to its existing market segments. The idea behind the Ansoff Matrix is ahsoff 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.

The logic of the Ansoff matrix has been questioned. Through new market sectors? If you liked this article, then please subscribe to our Free Newsletter for the latest posts on Management models and methods.


How can we extend our market? Alternatively, if a new product ivor 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 of venturing into a completely unknown business. This involves increasing market share within existing market segments.


These could also be services instead of products.

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. After reading you will understand the basics of this powerful marketing strategy tool. Here, the company seeks increased sales for its present products in its present markets through more aggressive promotion and distribution. Igor Ansoff was a prominent Russian American mathematician and scientist.

How can we defend our market share? As the diagram demonstrates, the matrix will give managers four possible scenarios, or strategies for future product and market activities.

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This is seen as the ansogf strategy of all four, as the organisation is moving into an unfamiliar market. Your rating is more than welcome or share this article via Social media! 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. Please enter your name here. So as always we recommend we use this tool as part of a larger marketing tool kit.


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Igor Ansoff

What are your success factors for the good Ansoff matrix set up? Please enter your name here. Henry Mintzberg Organizational Configurations December 18, Save my name, email, and website in this browser for the next time I comment. Always up-to-date with our latest practical posts and updates? This can be achieved by selling more products or services to established customers or by finding new customers within existing markets.

By using this site, you agree to the Terms of Use and Privacy Policy. Igor Ansoff is known worldwide for his research in three specific areas: The Ansoff Matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future growth. Diversification This strategy focuses on reaching new markets with new products. Diversification – the firm grows by diversifying into new businesses by developing new products for new markets.

Ansoff’s matrix is shown below: