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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Published by Julius Austin Modified about 1 year ago. For a full case study of a related diversification strategy, take a look at this article I recently wrote on the launch of Aero into the hot chocolate industry.

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Igor Ansoff’s Product-Market Expansion Grid

This site uses cookies. The company has since gone on to successfully launch other flavoured variants including lime, lemon and vanilla. The product can also be targeted to another customer segment. You are commenting using your WordPress.

The long term viability of hospitals, clinics, home health agencies and other healthcare entities largely expxnsion on the successful identification and exploitation of growth opportunities. When companies have no previous industry nor market experience this strategy is called unrelated diversification. Share buttons are a little bit lower.


Local market expansion Phase 3: Current products may, for example, be placed in different geographic markets or directed toward new demographic segments to stimulate demand and increase growth. This strategy assumes that existing markets are fully exploited or that new markets can be developed concurrently with existing markets. Local market expansion Phase Either way, both annsoff can lead to additional earnings for the business. With this strategy, marketers focus their efforts on developing new goods and services that will be attractive to current pgoduct.

Ansoff pointed out that a diversification strategy stands apart from the other three strategies.

Product Development 0 Product development is a growth strategy that involves the introduction of new products into current markets. Email required Address never made public.

The matrix helps entrepreneurs with insights on how to grow their business through existing or new products or in existing or new markets.

Igor Ansoff’s Product-Market Expansion Grid

To make this website work, we log user data and share it maket processors. 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.

And by moving two quadrants and targeting a new market with a new product, you increase your risk to yet another level. Leave a Reply Cancel reply Enter your comment here As it represents a departure from an organization’s existing product and market involvement, it is the strategy of highest risk.


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Good article, Ansoff model well explained. Fill in your details below or click an icon to log in: Auth with social network: Use different sales channels, such as online or direct sales if you are currently selling through the trade.

THE ANSOFF MATRIX The Ansoff Matrix (Product/Market Expansion Grid) was invented by H. Igor Ansoff.

Producy 7 Strategic Management. About project SlidePlayer Terms of Service. Marketing techniques used to achieve marketing penetration include increased advertising, identification of new uses for products, price reductions, use of incentives and so on.

The Ansoff Matrix management tool offers a solution to this question by assessing the level of risk — considering whether to seek growth through existing or new products in existing or new markets.

Competition levels and amount of resources available need also to be taken into account.