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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Marketing is the Marketing Mix. For a full case study of a market penetration strategy, take a look at this article I recently wrote about its implementation at Heinz. Describe Ansoff matrix Igor Ansoff developed a strategic decision-making tool Ansoff matrix to analyze the different options.

Email required Address never made public. Chapter 7 Strategic Management. The launch of Coke Zero in was a classic example of this — its concept being identical to Diet Coke; the great taste of Coca-Cola but sxpansion zero sugar and low calories.

They are Good article, Ansoff demonstrate very much clarified. 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. With a year-on-year decline nasoff 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 produdt growing health drink sector.

In order to measure the chances of success, different tests can be done: I like the manner of explaining it.

Igor Ansoff’s Product-Market Expansion Grid

Auth with social network: Documents Flashcards Grammar checker. The company has since gone on to successfully launch other flavoured variants including lime, lemon and vanilla. Hi I think this is great- very good practical example of the application of the Ansoff expansipn product-expansion grid.


Use different sales channels, such procuct online or direct sales if you are currently selling through the trade. Notify me of new comments via email. Increase your sales force activities. Introduce a loyalty scheme. Market Development Market development is a growth strategy that involves the introduction of current products into new markets.

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

My presentations Profile Feedback Log out. If you wish to download it, please recommend it to your friends in any social system. Ansoff pointed out that a diversification strategy stands apart from the other three strategies.

Target different groups of people, perhaps with different age groups, genders or demographic profiles from your normal customers. Current products may, for example, be placed in different geographic markets or directed toward new demographic segments to stimulate demand and increase growth. When companies have no previous industry nor market experience this strategy is called unrelated diversification.

Therefore, the company puts itself in a great uncertainty. Therefore, a firm should choose this option only when the current product or current market orientation does not offer further opportunities for growth. Even if the new products are need not be new to the market, they remain new to the business.

This too assists marketers in the development of appropriate expansion strategies. That said, Coca-Cola offers official merchandise from pens and glasses to fridges, therefore exploiting its strong brand advocacy through this strategy.


Good article, Ansoff model well explained.

Coca-Cola: Ansoff Matrix | the Marketing Agenda

It also focuses on whether a market is new or existing. This will defintely helps me prepare my assignment. Markket 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.

Even so, Coca-Cola would not be the power house it is today without knowing when to step out of expansoin comfort zone — the Glaceau acquisition being a clear case in point. International development phases Phase 1: By continuing to use this website, you agree to their use.

I will be reading the case study on Virgin after this. Local market expansion Phase Diversification is the riskiest of the four growth strategies.

I like the way of rxpansion it. 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. Launch price or other special offer promotions.

The product can also be targeted to another customer segment. The matrix helps entrepreneurs with insights on how to grow their business through existing or new products or in existing gdid new markets.

Leave a Reply Cancel reply Enter your comment here Thirdly, the market development strategy entails finding a new group of buyers for an existing product.