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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You are commenting using your Facebook account. Chapter 7 Strategic Management. Products tend to create or stimulate new markets; new markets promote product innovation. Managing the Risks of Business Growth. As it represents a departure from an organization’s existing product and market involvement, it is the strategy of highest risk.

By focusing on new products and new markets, this strategy calls for organizations to enter completely unfamiliar territory. When companies have no previous industry nor market experience this strategy is called unrelated diversification.

They will have many ideas about things they could do, including developing new products, opening up new markets and new channels, and producf new marketing campaigns. My presentations Profile Feedback Log out.

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

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.

Market penetration is considered a low risk method to grow the business. For a full case study of a market penetration strategy, take a look at this article I recently wrote about its implementation at Heinz. Coca-Cola generally avoids risky adventures into unknown territories and can instead utilise its brand strength to continue growing within the drinks industry.

Fill in your details below or click an icon to log in: Develop related products or services for example, a domestic plumbing company might add a tiling service — after all, if customers who want a new kitchen plumbed in are quite likely to need tiling as well! Diversification is the riskiest of the four growth strategies. 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. Diversification Diversification is a growth strategy that involves the introduction of new products into new markets.


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. F Ansoff matrix – business-and-management-aiss. Current products may, for example, be placed in different geographic markets or directed toward new demographic segments to stimulate demand and increase growth.

Auth with social network: Local market expansion Phase 3: To make this website work, we log user data and share it with processors.

Horizontal integration refers to a strategy of selling ownership or. This too assists marketers in the development of appropriate expansion strategies.

Either way, both strategies can lead to additional earnings for the business. To use this website, you must agree to our Privacy Policyincluding cookie policy. Brand new products may also be created in an attempt to leverage the company’s brand name.

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

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

I found it a very good case study that used simple but relevant language maret explain the Ansoff Matrix.

I will be reading the case study on Virgin after this. Product Development 0 Product development is a growth strategy that involves the introduction of new products into current markets. About project SlidePlayer Terms of Service. The Matrix essentially shows the risk that a particular strategy will expose entrepreneurs to.


Igor Ansoff’s Product-Market Expansion Grid

mrket With this strategy, marketers focus their efforts on developing new goods and services that will be attractive to current customers.

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The long term viability of hospitals, clinics, home health agencies and other healthcare entities largely depends on the successful identification and exploitation of growth opportunities. Management may expect great economic value growth, edpansion or first and foremost great coherence and complementary to their current activities exploitation of know-how, more efficient use of available resources and capacities.

Use different sales channels, such as online or direct sales if you are currently selling through the trade. 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. If you wish to download it, please recommend it to your friends in any xnsoff system.

Igor Ansoff’s Product-Market Expansion Grid

International development phases Phase 1: Introduce a loyalty scheme. The company has since gone on to successfully launch other flavoured variants including lime, lemon and vanilla.

The launch of Coke Zero in was a classic example of this — its concept being identical to Diet Coke; the great taste of Productt but with zero sugar and low calories. Share buttons are a little bit lower.

To capitalize on growth opportunities, marketers must carefully formulate appropriate expansion strategies.

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