Ansoff Matrix

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……….……………………………………………………… … 12

6. Conclusion………………………………………………………………… 13

7. References…………………………………………………………………. 14

18. Appendix

8.1 Appendix 1……………………………………………………… 16

8.2 Appendix 2…………………………………………………….. 16

8.3 Appendix 3……………………………………………………… 17

Executive Summary

This report discuss about the Ansoff Matrix. The matrix contains 4 strategies;

1. Market Penetration

Selling more of the same to the same types of people

2. Product Development

Selling new products to existing customers

3. Market Development

Selling the existing products to new types of consumer

4. Diversification

Selling new products to new consumer

In this report each strategy will be discussed on when to implement the strategy, the risk level of the strategy and the overall conclusion made from the research about the Ansoff matrix.

1.0 History of Ansoff Matrix

The Ansoff Matrix was developed by Igor Ansoff. He was called the Pioneer and Father of Strategic Management. Igor Ansoff was an author of more than 120 published papers and articles. His research focus in three areas; the concept of environmental turbulence;

the contingent success paradigm and real-time strategic management.

The Ansoff matrix was created by Igor Ansoff as a marketing tool. It was first published in his article “Strategies for Diversification” in the Harvard Business Review in 1957. The matrix gives the marketers several options to grow their business. (Ciper system’s competitive Intelligence Consulting 2006)

2.0 Introduction