Académique Documents
Professionnel Documents
Culture Documents
Ansoff-Matrix Abstract
The Ansoff Product-Market Growth Matrix is a marketing tool created by Igor Ansoff First published in his article "Strategies for Diversification" in the Harvard Business Review(1957). The matrix allows marketers to consider ways to grow the business via existing and/or new products, in existing and/or new markets Four strategies follow four possible product/market combinations. The matrix helps companies decide what course of action should be taken. The strategy finding is simplified by reduction of the options on four generic strategies.
Ansoff-Matrix_v1
Ansoff-Matrix Abstract
Products
Present Present New
Markets
Market Penetration
Product Development
New
Market Development
Diversification
Ansoff-Matrix_v1
Ansoff-Matrix_v1
Ansoff-Matrix_v1
For example, Lucozade was first marketed for sick children and then rebranded to target athletes. This is a good example developing a new market for an existing product.
Ansoff-Matrix_v1
Ansoff-Matrix_v1
Ansoff-Matrix_v1