ansoff matrix

Powerful Essays
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

You May Also Find These Documents Helpful

  • Powerful Essays

    Ansoff Matrix

    • 1562 Words
    • 7 Pages

    Assignment title: ANSOFF MATRIX 08/04/2015 Tanju Colak AccountID: 70446465 1 Tanju Colak (70446465) – Betriebswirtschaftliche und volkswirtschaftliche Grundlagen 1. Introduction In 2003, the author Lynch suggested that the Ansoff Matrix describes the market and product choices available to a company. In this context products may be determined as items sold to customers and markets as customers. In some cases, the Ansoff Matrix is also defined as the market and product matrix. With the help of…

    • 1562 Words
    • 7 Pages
    Powerful Essays
  • Powerful Essays

    Ansoff Matrix

    • 3117 Words
    • 13 Pages

    Table of content The executive summary…………………………………………………….. 2 1. History of Ansoff Matrix.………………………………………………… 3 2. Introduction………………………………………………………………. . 3 3. Model Use and the Applicability………………………………………….. 5 3.1 Market Penetration…………………………………………........ 5 3.2 Market development…………………………………………….. 7 3.3 Product Development………………………………………….. .. 7 3.4 Diversification………………………………………………… … 9 4. The Advantages…………………………………………………………… 12 5. The Risks……….…………………………………………………………

    • 3117 Words
    • 13 Pages
    Powerful Essays
  • Good Essays

    Ansoff Matrix

    • 578 Words
    • 3 Pages

    3. The Ansoff Matrix Ansoff (1957) designed a framework called Ansoff Matrix. This strategy helps identifying corporate growth opportunities, also analysing companies based on market, product with possible growth opportunities which can be established by merging current and new products. Ansoff identifies four generic growth strategies, these are: 1. Market Penetration – tool used to increase organisations share in the market with its current product line. 2. Market development…

    • 578 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Ansoff Matrix

    • 1093 Words
    • 5 Pages

    assignment I will be describing how marketing techniques are used to market products in two organisations. The organisations I have selected are Tesco and Virgin Group. Growth strategies (Ansoff matrix) Igor Ansoff designed the Ansoff Matrix in 1957 and this was first published in the Harvard Business Review. The Ansoff Matrix identifies four areas of growth: 1. Market Penetration- Market penetration is where a business markets existing products to its existing customers. With this approach businesses are…

    • 1093 Words
    • 5 Pages
    Powerful Essays
  • Satisfactory Essays

    Ansoff Matrix

    • 766 Words
    • 4 Pages

    CPA Program–professional level Global Strategy and Leadership Module 4 Clarification to the Ansoff product-market matrix Ford Falcon example The Ansoff product-market matrix shows different ways organisations can achieve growth. Some of the important messages from this model are that: Market penetration should be the main initial focus for all organisations, that is, making sure that current resources are being most effectively employed and ensuring that the organisation is doing the best…

    • 766 Words
    • 4 Pages
    Satisfactory Essays
  • Good Essays

    Ansoff Matrix

    • 846 Words
    • 3 Pages

    1. What are the four product growth strategies according to the Ansoff matrix? Critically evaluate each of them with an appropriate example of each. Answer1: (1) Product strategies for growth: a useful way of looking at growth opportunities is offered by the Ansoff Matrix as it is a practical framework for thinking about how growth can be achieved through product strategy. It comprises four general approaches to sales growth: market penetration/expansion, product development, market development…

    • 846 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Ansoff Matrix Analysis

    • 929 Words
    • 4 Pages

    Ansoff's Product/Market Matrix This well known marketing tool was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification'. It is used by marketers who have objectives for growth. Ansoff's matrix offers strategic choices to achieve the objectives. There are four main categories for selection. Introduction: The Ansoff matrix presents the product and market choices available to an organization. Herein markets may be defined as customers, and products…

    • 929 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Ansoff Matrix of Tesco

    • 566 Words
    • 3 Pages

    (http://www.linkedin.com/companies/tesco) accessed on 28 Nov 2010 Ansoff Matrix for Tesco | Existing Products | New Products | Existing Markets | Market Penetration | Product Development | New Markets | Market Development | Diversification | (http://www.quickmba.com/strategy/matrix/ansoff/) accessed on 28 Nov 2010 As part of our study let’s analyze Tesco with the help of Ansoff Matrix. The matrix analyze a company based on two aspect ‘market’ and ‘product’…

    • 566 Words
    • 3 Pages
    Satisfactory Essays
  • Good Essays

    Ansoff Matrix - 1

    • 843 Words
    • 4 Pages

    competitors will find it hard to enter the online market and compete with them. Ansoff Matrix Introduction The Ansoff Growth matrix is a tool that helps businesses decides their product and market growth strategy. Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets. The output from the Ansoff product/market matrix is a series of suggested growth strategies that set the direction for the…

    • 843 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Ansoff Matrix 4

    • 297 Words
    • 2 Pages

    ansoff matrix The market penetration strategy is the least risky since it leverages many of the firm's existing resources and capabilities. In a growing market, simply maintaining market share will result in growth, and there may exist opportunities to increase market share if competitors reach capacity limits. However, market penetration has limits, and once the market approaches saturation another strategy must be pursued if the firm is to continue to grow. Market development options include…

    • 297 Words
    • 2 Pages
    Satisfactory Essays