ansoff matrix

Topics: Marketing, Strategic management, Markets Pages: 5 (1718 words) Published: February 6, 2014
What is ansoff Mareix:
Introduction
The  Ansoff matrix presents the product and market choices available to an organization. Here in markets may be defined as customers, and products as items sold to customers (Lynch, 2003). The Ansoff matrix is also referred to as the market/product matrix in some texts. Some texts refer to the market options matrix, which involves examining the options available to the organization from a broader perspective. The market options matrix is different from Ansoff matrix in the sense that it not only presents the options of launching new products and moving into new markets, but also involves exploration of possibilities of withdrawing from certain markets and moving into unrelated markets (Lynch, 2003). Ansoff matrix is a useful framework for looking at possible strategies to reduce the gap between where the company may be without a change in strategy and where the company aspires to be (Proctor, 1997). Proctor, T. (1997), Establishing a strategic direction: a review, Management Decision, Vol.35, No. 2.

1、市场渗透(Market Penetration)——以现有的产品面对现有的顾客,以其目前的产品市场组合为发展焦点,力求增大产品的市场占有率。采取市场渗透的策略,藉由促销或是提升服务品质等等方式来说服消费者改用不同品牌的产品,或是说服消费者改变使用习惯、增加购买量。 2、市场开发(Market Development)——提供现有产品开拓新市场,企业必须在不同的市场上找到具有相同产品需求的使用者顾客,其中往往产品定位和销售方法会有所调整,但产品本身的核心技术则不必改变。 3、产品延伸(Product Development)——推出新产品给现有顾客,采取产品延伸的策略,利用现有的顾客关系来借力使力。通常是以扩大现有产品的深度和广度,推出新一代或是相关的产品给现有的顾客,提高该厂商在消费者荷包中的占有率。 4、多样化经营(Diversification)——提供新产品给新市场,此处由于企业的既有专业知识能力可能派不上用场,因此是最冒险的多样化策略。其中成功的企业多半能在销售、通路或产品技术等know-how上取得某种综效(Synergy),否则多样化的失败机率很高。 5 、市场巩固(Consolidation)—— 以现有的市场和产品为基础,以巩固市场份额为目的,采用产品差异化战略来加强客户忠诚度。同时,当市场份额总体有所下降时,缩小规模和缩减部门成为不可避免的应对措施。通常,Consolidation在安索夫矩阵中与Market Penetration占据同一格。 Selling new products to your existing market is only one growth option. Ansoff’s mareix provides four different growth strategies: Market penetration-the firm seeks to achieve growth with existing products in their current market segments, aiming to increase its market share. Market development-the firm seeks growth by targeting its existing products to new market segments. Product development-the firm develops new products targeted to its existing market segments. Diversification-the firm grows by diversifying into new businesses by developing new products for mew markets.

How to use the Ansoff Matrix:
The Ansoff Matrix is used for planning and analysis of alternatives for business growth. This matrix considers existing and new markets and existing and new products for business growth and development. The Ansoff Matrix has four quadrants: (1) Business Growth with Existing Products in Existing Markets. This approach is Market Penetration approach where the business is growing with its current product / service offerings in the current markets. (2) Business Growth with Existing Products in New Markets. This approach is Market Development approach where the business is growing with its current product / service offerings in new markets. (3) Business Growth with New Products in Existing Markets. This approach is Product Development approach where the business is growing with new product / service offerings in its current markets. (4) Business Growth with New Products in New Markets. This approach is Diversification approach where the business is growing with new product / service offerings in new markets. .

ChangHong is a famous TV company in China, They not only focus on ordinary TV market, but also tend to their product development and market development. 1 product decelopment
Changhong change the old design of their product in instead of new products to take market demand for personalized. In the year of 2001. Changhong launched digital high-definition TV , the new producrts were sold out soon, and subsequently due to the Chinese market is not mature enough so they turn exported overseas to the U.S. market. Today, changhong exported successfully to Australia , Russia, Southeast Asia and other places. 2 after Changhong successes on flat-panel TVs...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Ansoff Matrix – Product Market Grid Essay
  • Ansoff Matrix Essay
  • Ansoff Matrix 1 Essay
  • GE Matrix process Essay
  • Ansoff Matrix
  • Ansoff Matrix of Virgin Groups, Mcdonald’s and Ebay Essay
  • Essay about Ansoff Matrix Analysis
  • Ansoff Matrix Essay

Become a StudyMode Member

Sign Up - It's Free