Chapter 3

Ansoff Growth Matrix

Ansoff Growth Matrix: Purpose

As one of the best-known and relatively simple models, this is also one of the most powerful tools in determining what growth strategy should be followed by an organization. The matrix should be applied when a company considers its options for the development of a growth strategy. Typically, this would take place when the company has experienced a period of difficult trading, or when competitive activity has eroded the market share.

Ansoff Growth Matrix: Structure and Description

The matrix is constructed from consideration of the nature of the ­organization’s products (existing and potential new products), and of their current served markets (Figure 3.1).

Figure 3.1 Ansoff matrix ...

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