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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.

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Igor Ansoff’s Product-Market Expansion Grid

Target different groups of people, perhaps with different age groups, genders or demographic profiles from your normal customers. Hi I think this is great- very good practical example of the application of the Ansoff matrix product-expansion grid.

As it represents a departure from an organization’s existing product and market involvement, it is the strategy of highest risk. Describe Ansoff matrix Igor Ansoff developed a strategic decision-making tool Ansoff matrix to analyze the different options.

Product Development 0 Product development wxpansion a growth strategy that involves the introduction of new products into current markets.

Market penetration is considered a low risk method to grow the business. However, you expose yourself to a whole new level of risk by either moving into a productt market with an existing product, or developing a new product for an existing market.

Coca-Cola: Ansoff Matrix | the Marketing Agenda

Local market expansion Phase Chapter 8 — Producing and Marketing Goods and Services. In order to make a worthwhile analysis it is also important to consider other factors, such as the condition of the market. With this strategy, marketers focus their efforts on developing new goods and services that will be attractive to current customers. Local market expansion Phase 3: This is where they can use a strategic approach, such as the Ansoff Matrix, to screen their options, so that they can choose the ones that best suit their situations.


Introduce a loyalty scheme. Many prestige car manufacturers offer a range of merchandise targeted at car owners so that you can buy replica models, clothing and pens.

I like the way of clarifying it. To use this website, you must agree to our Privacy Policyincluding cookie policy. They are Good article, Ansoff demonstrate very much clarified.

Diversification is the riskiest of the four growth strategies.

NEW Market, NEW Product This involves the production of a ansofd category of goods that complements the existing portfolio, in order to penetrate a new but related market.

Launch price or other special offer promotions.

Igor Ansoff’s Product-Market Expansion Grid

The product can also be targeted to another customer segment. Even if the new products are need not be new to the market, they remain new to the business. It assumes that an innovation will be accepted by the organization’s existing customer group. Fill in your details below or prodcut an icon to log in: Defensive reasons may be spreading the risk of market contraction, or being forced to diversify when current product or current market orientation seems to provide no further opportunities for growth.


Chapter 3 International Expansion Strategies. Good article, Ansoff model well explained.

ecpansion Market Penetration Market penetration is a growth strategy that seeks to increase the use of current product offerings by current customers. In order to measure the chances of success, different tests can be done: Therefore, a firm should choose this option only when the current product or current market orientation does not offer further opportunities for growth.

Brand new products may also be created in an attempt to leverage the company’s brand name. The long term viability of exlansion, clinics, home health agencies and other healthcare entities largely depends on the successful identification and exploitation of growth opportunities.

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Leave a Reply Cancel reply Enter your comment here Products tend to create or stimulate new markets; new expanxion promote product innovation. Even so, Coca-Cola would not be the power house it is today without knowing when to step out of its comfort zone — the Glaceau acquisition being a clear case in point.