Ansoff’s matrix and product market grid
The big picture
The Ansoff product/market grid offers a logical way of determining the scope and direction of a firm’s strategic development in the marketplace. The firm’s strategic development consists of two related types of strategy: portfolio strategy and competitive strategy.
The portfolio strategy specifies the objectives for each of the firm’s product/market combinations. It points to the dots on the horizon. The competitive strategy specifies the route to take to reach those objectives.
In the Ansoff product/market grid setting, the objectives (portfolio strategy) were introduced as choosing ...