What is the Ansoff Matrix?

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.

Preface

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

Content

1. Ansoff Matrix
   1. Market Penetration Strategy
   2. Market Development Strategy
   3. Product Development Strategy
   4. Diversification Strategy
2. Summary
3. References