The Ansoff Model Using The Ansoff Matrix to identify growth opportunities What is the Ansoff Matrix? This model is essential for strategic. The Ansoff Matrix was developed by Igor Ansoff and initially published in the Harvard Business Review. It is a core business strategy tool. The product-market matrix proposed by Igor Ansoff offers four growth strategies based on existing and new markets and products.

Author: Yosho Vidal
Country: Turkey
Language: English (Spanish)
Genre: History
Published (Last): 24 August 2012
Pages: 171
PDF File Size: 17.95 Mb
ePub File Size: 3.43 Mb
ISBN: 353-4-45482-137-9
Downloads: 87576
Price: Free* [*Free Regsitration Required]
Uploader: Fenrigul

How can we expand our product portfolio by modifying or creating products? Did you find this article interesting? Mintzberg Managerial Roles December 29, jgor Always up-to-date with our latest practical posts and updates? Matri Toolsheroes Igor Ansoff. Your rating is more than welcome or share this article via Social media! By considering ways to grow via existing products and new products, and in existing markets and new markets, there are four possible product-market combinations.

Did you find this article interesting?

He was a distinguished professor and carried out research in the area of strategic management for several institutes for 17 years. Activity Log December 29, This is considered a high risk strategy.

The idea behind the Ansoff Matrix is simple; a company or organization gains a clear insight into the possible growth strategies based on the combination of existing and new products and existing and new markets. In market development strategy, a firm tries to expand into new markets geographies, countries etc. This is also considered to be risker than market penetration as it can be difficult to understand the complexities of new markets.

The term market is aimed at concrete markets as well as various target groups. Activity Log December 29, If you liked this article, then please subscribe to our Free Newsletter for the latest posts on Management models and methods. Ansoff Matrix3.


Ansoff Matrix – Wikipedia

It is the most risky strategy because both product and market development is required. Market Development – the firm seeks growth by targeting its existing products to new market segments. Through new geographical areas? You have entered an incorrect email address! In product development strategy, a company tries to create new products and services igo at its existing markets to achieve growth.

Do you recognize the practical explanation or do you have more suggestions? When an organization wants to grow, it is important to take the right steps. In that case, one of the Ansoff quadrants, diversification, is redundant.

Marketing and MBA-students are usually familiar with his Ansoff Matrixa tool he devised to plot generic strategies for the establishment of a company via existing or new products in existing or mxtrix markets.

When combined with the Ansoff Matrix detailed above, it delivers four strategic options, each with a differing level of risk. He is known as the father of Strategic management and his development of the strategy model, the Ansoff matrix.

What are your success factors for the good Ansoff matrix set up? Other advantages of diversification include the potential to gain a foothold in an attractive industry and the reduction of overall business portfolio risk. Sometimes an organisation will adopt two strategies to reach different markets. Iigor website makes use of cookies to enhance browsing experience and provide additional functionality.

In market penetration strategy, the organization tries to grow using its existing offerings products and services in existing markets. He said that ansof can only be opted for after you have gone through the market penetration, product development and market development steps.

In this situation, it can leverage its strengths by developing a new product targeted to its existing customers.

Ansoff Matrix

It is used to identify which overarching strategy the business should use and then informs which tactics should be used in the marketing activity.


In diversification an organization tries to grow its market share by introducing new offerings in new markets. In other words, it tries to increase its market share in current market scenario. There he received his MSc. The development of new markets for the product may be a good strategy if the firm’s core competencies are related more to the specific product than to its experience with a specific market segment.

Sell a new product to a new market; tap into a different market with a new product range parallelization is an example of this. A new market needs to be explored and it takes time before new target groups have familiarized themselves with the products of a new provider. This website uses cookies and third party services.

Alternatively, if a new product does not necessarily take the firm into a new market, then the combination of new products into new markets does not always equate to diversification, in the sense of venturing into a completely unknown business.

This article explains the Ansoff Matrix by Igor Ansoff in a practical way. Diversification is the most risky of the four growth strategies since it requires both product and market development and may be outside the core competencies of the firm.

Igor Ansoff biography, founder of the Ansoff Matrix | ToolsHero

In fact, this quadrant of the matrix has been referred to by some as the “suicide cell”. Save my name, email, and website in this browser for the next time I comment. Wikipedia articles needing iigor from November Articles containing video clips.