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Ansoff Growth Matrix

The document discusses the Ansoff Growth Matrix, a strategic planning tool developed by Igor Ansoff. It describes the four growth strategies in the matrix: market penetration, market development, product development, and diversification. Diversification involves introducing new products or services into new markets, and it notes that related diversification involves a relationship between a firm's existing and new business areas through concentric or vertical integration.

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745 views10 pages

Ansoff Growth Matrix

The document discusses the Ansoff Growth Matrix, a strategic planning tool developed by Igor Ansoff. It describes the four growth strategies in the matrix: market penetration, market development, product development, and diversification. Diversification involves introducing new products or services into new markets, and it notes that related diversification involves a relationship between a firm's existing and new business areas through concentric or vertical integration.

Uploaded by

archana_anuragi
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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5 Minute Series

NET/SET COMMERCE & MANAGEMENT

Topic

Ansoff growth
Matrix

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Ansoff Growth Matrix

The Ansoff Matrix is a strategic planning tool that provides a framework to


help executives, senior managers, and marketers devise strategies for future
growth.

o Named after its inventor, the father of strategic management, Igor


Ansoff, and first published in 1957 in Harvard business review.

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Growth Strategies

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Market Penetration
1.To maintain or grow the market
share of the current product range

2.Become the dominant player in


the growth markets

3. Drive out competitors

4.Increase the usage of a company's


products by its current customers

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Market Development
• Expand sales in new markets
through expanding geographic
representation

• An organization's current product


can be improved and marketed to
the new market.

• The product can also be targeted to


another customer segment. Either
way, both strategies can lead to
additional earnings for the business.

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Product Development
• Increase sales through new
products/services.

• An organization that already has a


market for its products might try and
follow a strategy of developing
additional products, aimed at it's
current market.

• Even if the new products are need not be


new to the market, they remain new to the
business.

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Diversification
• In diversification an organization tries to
grow its market share by introducing new
offerings in new markets.
• Related Diversification— there is
relationship between the firms in existing
business and the new product/market
space. Concentric diversification, and (b)
Vertical integration.
• Unrelated Diversification: This is otherwise
termed conglomerate growth because the
resulting corporation is a conglomerate

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Practice Question
Que- In which strategy there is an option of Related Diversification.?

Options-
1. Market Penetration
2. Market Development
3. Product Development
4. Diversification

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