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The Ansoff Product Market Growth Matrix Marketing Essay

Ansoff matrix is a four-point grid displaying the relationship of an company's products with its market and the various options the business can take as it charts its course. Ansoff analyses are commonly employed by set up businesses that have the financial capability to progress and want for the right ways of try ensure business expansion (Business Border Consortium, 2006).

The model shows four possible product-market mixtures that may be the bases for identifying the appropriate corporate and business strategy to be undertaken. Combined with other useful matrices and strategic development models such as SWOT evaluation, Porter's five makes, BCG matrix and value string research, the Ansoff matrix can be a very useful management and marketing tool (Rock, 2001).

The objective of this paper is to have a more focused go through the Ansoff matrix, learn how it works and observe how it can be applied in real business situations to determine the appropriate expansion strategy. Given that there are numerous factors and influencing factors affecting business (Natural stone, 2001), this newspaper will attempt to correlate the way the Ansoff analysis may be employed with the other strategy models in narrowing down this choice.

The Ansoff Matrix

The Ansoff Product-Market Development Matrix, as originated by Russian-American mathematician Igor Ansoff, first noticed print in 1957 in the Harvard Business Review (Lester, 2009), and later in his publication Corporate Strategy in 1965. The matrix reveals in grid form four product and market combinations which could provide as options in determining where in fact the company will go next. Inside the matrix, product identifies the things or services a corporation sells and market identifies its customers. The matrix works on the basis that for a business to grow, it must make a decision where and how to compete, in current or new markets, or through current or services (Lester, 2009).

Uses of the Ansoff Matrix

The Ansoff matrix is another way of taking a look at the 4P marketing combination after a business has already established the time to use in its market and it is poised for tactical decision-making. The matrix is employed in identifying what ways of employ to bridge the difference between where an organization wants to be and where it is (Proctor, 1997). Additionally it is used in determining whether it is sensible or unwise to keep to the existing market for today's products or re-locate and grow into another. It really is useful in goal setting techniques and in building the future path of the company (Natural stone, 2001). Additionally it is found in marketing audits. For companies which aim to be always competitive, the Ansoff matrix can be considered a regular analytical tool for checking out this competitiveness.

Looking at both major elements of product and market, the model offers an array of variations that can help organizations choose which option is or will be the most suitable. Since businesses change in the way they operate even if they belong to the same industry, there isn't a single strategic option that would work to all, a lot more at all times. The best option may be produced only after all the variables have been considered.

Stone (2001) recognizes the model's four possible tactical combos bearing the product-market elements as market penetration, product development, market expansion and diversification. He defines market penetration as increasing present talk about in today's market, product development as modifying present products in to the present market, market expansion as taking present products into new markets, and diversification as growing into products or marketplaces which may be related or not to today's (Rock, 2001).

Market Penetration

The strategy of market penetration mainly looks at the existing customer base. It is aiming to increase sales performance by fighting more effectively in existing markets using existing products (Lester, 2009). Companies utilize this strategy to improve sales without shifting away from the initial product-market conceptual framework. It really is a wise choice when the marketplace is normally untapped or keeps growing, but is unwise if your competition is fierce.

There are three ways this can be done: improve the quality of the merchandise or service, attract the wide open market of non-users, and attract the market of your competition. All of these are focused on offering more to the existing base using marketing communications tools.

Product Development

Product development is usually a area of the company's natural expansion. In these high-technology fast-paced times, technology is the key to keeping in place and in pace. Product development strategies pertain to significant changes in the product or service. Companies choose this plan when there's a need to counter a strong challenge to the existing market and protect market talk about, or when you can find unused convenience of production, or just to maintain the image of being an impressive company.

Market Development

The strategy of market development, or extension as Natural stone (2001) phone calls it, involves the identification of a new market for existing products. The strategy may explore new use for a product or service or may add new geographical areas to add to the customer bottom. A decision to develop a fast-food chain in another physical location is an example of market development strategy.


Diversification means that the business is moving to the mysterious or new place with an unfamiliar or new product (Mercer, 2001). Whenever a company diversifies, it expands its product offering and its market to other styles which may entail related or unrelated service or product types.

Diversification may entail inward (backward), onward or horizontal integrations. Inward is when diversification involves inputs such as materials (offering one's own hen in a fast-food string), horizontal is when diversification includes related business (a hamburger fast-food chain acquiring a pizza parlor), and onward is when diversification entails output such as syndication (an insurance company setting up its separate marketing agency for its products).

Each of the strategic options posesses specific amount of risks as a result of the variables. These hazards may be lessened or cushioned by careful planning and the deployment of risk control mechanisms.

It is also not unconventional for some businesses, especially the larger ones, to go after multiple strategies for growth. It is possible that an aggressive business could have simultaneous approaches for market penetration, product development and market development or even all four. A McDonald franchise, for example, may have as market penetration strategy the use of devotion coupons or special marketing promotions for selected occasions, as product development strategy the advantages of barbecue chicken in the menu, as market development strategy the introduction of call-in delivery service, as diversification strategy the starting of another branch at the other area of the town.

Another example of market penetration strategy would be an insurance company's massive recruitment program for new realtors or gross annual raffle because of its policyholders. The same company may expose a fresh version of something to get a show of the competitor's market as something development strategy, or present a new system because of its commercial market as a market development strategy, and start a new product under the mass market syndication as a diversification strategy.

The Ansoff matrix is not really a matrix-suits-all tool. In addition, it has its constraints and attendant risks. It is recommended to do an Ansoff analysis alongside the other models for growth. The SWOT means that stands for the advantages and weaknesses of a company and the opportunities and dangers to it from the external environment. SWOT permits a company to recognize these factors and exploit these to its full benefits (Stapleton et al, 1998).

Porter's Five Forces Model of competitive examination uses his five pushes to determine a firm's competitiveness. The five causes will be the rivalry among fighting firms, the accessibility of new competition, the development of services, suppliers'

bargaining electricity and the customers' bargaining ability (David, 2006). According to Porter, the competitiveness of any business is a result of the action of the five makes (David, 2006).


BCG Matrix, as developed by the Boston Consulting Group in 1960, classifies products corresponding to cash utilization and cash produced in accordance with market show and expansion rate. BCG kinds away products as celebrity (high market share, positive cash flow), cash cow (market market leaders, positive cash flow, steady market), question make (expensive to keep, growing), and dog (no future, in drop) (Natural stone, 2001). The BCG is mainly found in product audit.

Value chain research allows a company to comprehend the elements of its operations that create value and the ones that do not. It is a template to understand cost and the means to facilitate the implementation of your business strategy. The main idea in value chain evaluation is creating extra value without significant costs (Hitt et al, 2009).

When used in combination with SWOT examination, Porter's Five Pushes, value chain and BCG matrix, Ansoff becomes more reliable in plotting the versions in the quadrants and really should therefore lead to a far more reasoned selection of strategy.

Usage of Ansoff Matrix:

It is advised to run the next research before doing the Ansoff analysis: SWOT, Porter's Five Pushes, value chain analysis and BCG matrix.

To start the Ansoff analysis, it is suggested to execute a four quadrant grid, identifying the quadrants as 1. market penetration, 2. product development, 3. market development and 4. diversification.

In market penetration, the strategy is to sell more of the same what to the same people. A set of all possible ways this is done is advised. Approaches to this may consider marketing communications. There could be a need to advertize to attract more people to use the existing product. Some companies use coupons for rebates or savings. Some offer special special offers. There could be a need to carry a contest;

In product development, the strategy is to market more items to the same people. A list is also recommended. New products related to the existing product may appeal to the market. Some product variations or packagings are suggested. A fresh service may be offered. A new preparing food may be put into the menu.

In market development, the strategy is to sell more of the same what to different markets. List down all possible ways this can be done. Checking a new branch is starting a fresh market. Developing a marketing website is another way of opening a fresh market. Immediate marketing is a profitable syndication system.

In diversification, the strategy is to sell different products to different marketplaces. List down all possible ways this is done. Entering a new industry is an option. Branching away is both a diversification and market development strategy.

Do a thorough analysis. Bother making a choice.


The Ansoff matrix is one of the most popular analytical tools for business. It offers a simple way of understanding a company's present position in accordance with its products and markets. At the same time, it also enables a business to chart its route and know what appropriate strategies for growth should be taken. Although it has its own constraints and inherent hazards, these can be get over by careful analysis and by using the other analytical tools available. The beauty of the Ansoff matrix is within its simplicity, energy and simplicity.

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