What is the Ansoff Matrix?

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30 pages
Language:
 English
This eBook describes this strategic planning tool that helps managers to devise their product and market growth strategies.
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About the author

Paul Newton has worked in IT and Project management for over 30 years and has also developed several internet based enterprises. He was a co-founder and director of ITT Ltd where he was responsible for the development and marketing of software-based management training tools. Clients included Microsof...

Description
Content

This eBook describes the Ansoff Matrix, a strategic planning tool that links an organization's marketing strategy with its general strategic direction. It describes the four ways that an increase in market penetration can be achieved.

It also outlines the inherent risks involved in developing a market strategy and how these can be minimized. It explains the three approaches to brand extension that can maximize the opportunities for success whilst minimizing the risks.

This eBook describes the Ansoff Matrix, a strategic planning tool that links an organization’s marketing strategy with its general strategic direction.

You will learn:

  • How the Ansoff Matrix can help you to develop a strategy for improving your market position
  • The four ways that an increase in market penetration can be achieved
  • The risks inherent in a market development strategy and how these can be minimized
  • The three approaches to brand extension that can maximize the opportunities for success whilst minimizing the risks
  • The three methods that organizations can use to diversify into new markets with new products
  1. Ansoff Matrix
    1. Market Penetration Strategy
    2. Market Development Strategy
    3. Product Development Strategy
    4. Diversification Strategy
  2. Summary
  3. References