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 ...

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