1

Ansoff’s matrix and product market grid

Images

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 ...

Get Key Management Models, 3rd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.