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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As expansioon represents a departure from an organization’s existing product and market involvement, it is the strategy of highest risk. Hi I think this is great- very good practical example of the application of the Ansoff matrix product-expansion grid. It assumes that an innovation will be accepted by the organization’s existing customer group.

Imitation with a Twist. Diversification may be defensive or offensive.

Ansoff’s Product-Market Expansion Grid Matrix Diagram |authorSTREAM

Local market expansion Phase 3: The long term gird of hospitals, clinics, home health agencies and other healthcare entities largely depends on the successful identification and exploitation of growth opportunities. Share buttons are a little bit lower. Market Development Market development is a growth strategy that involves the introduction of current products into new markets.

Marketing techniques used to achieve marketing penetration include increased advertising, identification of new uses for products, price reductions, use of incentives and so on.

Fill in expansjon details below or click an icon to log in: International development phases Phase 1: This strategy assumes that existing markets are fully exploited or that new markets can be developed concurrently with existing markets.


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

Documents Flashcards Grammar checker. When companies have no ansorf industry nor market experience this strategy is called unrelated diversification.

Coca-Cola generally avoids risky adventures into unknown territories and can instead utilise its brand strength to continue growing within the drinks industry. Chapter 8 — Producing and Marketing Goods and Services.

Igor Ansoff’s Product-Market Expansion Grid

I will be reading the case study on Virgin after this. In order to measure the chances of success, different ansofg can be done: Target different groups of people, perhaps with different age groups, genders or demographic profiles from your normal customers.

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.

This site uses cookies. Offensive reasons may be conquering new positions, taking opportunities that promise greater profitability than expansion opportunities, or using retained cash that exceeds total expansion needs.

Coca-Cola: Ansoff Matrix | the Marketing Agenda

To use this website, you must agree to our Privacy Policyincluding cookie policy. Therefore, a firm should choose this option only when the current product or current market orientation does not offer further opportunities for growth. About project SlidePlayer Terms of Service.

And by moving two quadrants and targeting a new market with a new product, you increase your risk to yet another level. But how does a business decide upon the best strategy for growth?


I like the manner of explaining it. NEW Market, NEW Product This involves the production of a new category of goods that complements the existing portfolio, in order to penetrate a new but related market. Therefore, the company puts itself in a great uncertainty.

By continuing to use this website, you agree to their use. The matrix helps entrepreneurs with insights on how to grow their business through existing or new products or in existing or new markets. Brand new products may also be created in an attempt to ;roduct the company’s brand name.

Many prestige car manufacturers offer a range of merchandise targeted at car owners so that you can buy replica models, clothing and pens. To make this website work, we log user data and share it with processors.

I like the way of clarifying it. If you wish to download it, please recommend it to your friends in any social system. Within each strategy there is a differing level of risk. 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. That said, Coca-Cola offers official merchandise from pens and glasses to fridges, therefore exploiting its strong brand advocacy through this strategy.