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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Local market expansion Phase Entrepreneurs can penetrate the market by finding new qnsoff for your product or by getting current customers to use more of their products.

By focusing on new products and new markets, this strategy calls for organizations to enter completely unfamiliar territory. With a year-on-year decline in sales of carbonated soft drinks like Coca-Cola, the brand anticipates the drinks market may be heading less-sugary future — so has jumped on board the growing health drink sector.

I like the manner of explaining it.

Igor Ansoff’s Product-Market Expansion Grid

Coca-Cola generally avoids risky adventures into unknown territories and pgoduct instead utilise its brand strength to continue growing within the drinks industry. Management may expect great economic value ansotf, profitability or first and foremost great coherence and complementary to their current activities exploitation of know-how, more efficient use of available resources and capacities.

Each time one moves into a new quadrant horizontally or vertically downwards risk is increased. 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. Documents Flashcards Grammar checker.

Market Penetration Market penetration is a growth strategy that seeks to increase the use of current product offerings by current customers. Therefore, a firm should choose this option only when the current product or current market orientation does not offer further opportunities for growth. Email required Address never made public. Feedback Privacy Policy Feedback.


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

Auth with social network: My presentations Profile Feedback Log out. This involves the production of a new category of goods that complements the existing portfolio, in order to penetrate a new but related market. Many prestige car manufacturers offer a range of merchandise targeted at car owners so that you can buy replica models, clothing and pens.

Initial market entry Phase 2: Chapter 8 — Producing and Marketing Goods and Markt. I will be reading the case study on Virgin after this. Share buttons are a little bit lower. It involves increasing market share within existing market segments. We think you have liked this presentation. Products tend to create or stimulate new markets; new markets promote product innovation.

That said, Coca-Cola offers official merchandise from pens and glasses to fridges, therefore exploiting its strong brand advocacy through this strategy. Increase your sales force activities. Target different groups of people, perhaps with different age groups, genders or demographic profiles from your normal customers. This strategy assumes that existing markets are fully exploited or that new markets can be developed concurrently with existing markets.

Chapter 3 International Expansion Strategies. Current products may, for example, be placed in different geographic markets or directed toward new demographic segments to stimulate demand and increase growth. Marketing is the Marketing Mix. Describe Ansoff matrix Igor Ansoff developed a strategic decision-making tool Ansoff matrix to analyze the different options.

Diversification Diversification is a growth strategy that involves the introduction of new products into new markets. Fill in your details below or click an icon to log in: Therefore, the company puts itself in a great uncertainty. When companies have no previous industry nor market experience this strategy is called unrelated diversification. To make this website work, we log user data and share it with processors. And by moving two quadrants and targeting a new market with a new product, you increase your risk to yet another level.


It assumes that an innovation will be accepted by the organization’s existing customer group. With this strategy, marketers focus their efforts on developing new goods and services that will be attractive to current customers.

Leave a Reply Cancel reply Enter your comment here Good article, Ansoff model well explained. They will have many ideas about things they could do, including developing new products, opening up new markets and new channels, and launching new marketing campaigns. Horizontal integration refers to a strategy of selling ownership or. The Matrix essentially shows the risk that a particular strategy will expose entrepreneurs mar,et.

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

As it represents expansjon departure from an organization’s existing product and market involvement, it is the strategy of highest risk. Managing the Risks of Business Growth.

Hi I think this is great- very good practical example of the application of the Ansoff matrix product-expansion grid. Marketing techniques used to achieve marketing penetration include increased advertising, identification of new uses for products, price reductions, use of incentives and so on. This site prodhct cookies. Imitation with a Twist. Develop gfid 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!

They are Good article, Ansoff demonstrate very much clarified.