BMT 2: Ansoff’s Matrix
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14 Terms
What is it
The 4 categories (left to right up to low)
Market Penetration produce development market development diversification (related and unrelated)
An example
definition
managers to choose and devise various product and market growth strategies.
market penetration advantage
focuses on markets and products that it is familiar with. Hence, market research expenditure can be minimised.
safest of the four growth strategies.
market penetration limitation
competitors likely to retaliate to any business
trying to take away their customers and market share. lead to aggressive reactions, such as price wars
once existing markets become saturated, alternative growth strategies are required
market penetration
existing market existing product
product development
existing market new products
market penetration
new market existing products
advantage market penetration
familiar with product
disadvantage market penetration
medium risk
does not mean success in another market
diversification
new market new product
disadvantage diversification
high risk
A holding company (or parent company)
diversified business that owns a controlling interest in other diverse companies.