Strategic Marketing

 Ansof’s Matrix
Strategic Direction: Ansoff’s Growth
Matrix
 Ansoff’s Matrix identifies 4
alternatives where core
competences and generic
strategies can be used:
 Market penetration
 Market development
 Product development
 Diversification
 Ansoff Growth Matrix
Products
Existing New

Market Product
Existing

Penetration Development
Markets

Market Diversification
Development
New
Market Penetration

 Market penetration – increase market

share in existing markets
 Based on improving existing core
competences OR
 Competence building
Market Development

 Market development – entering new

markets and segments with existing
products
 Based on competence leveraging OR
 Competence building
Product Development

 Product development – developing

new products to serve existing
markets
 Based on improving existing core
competences OR
 Competence building
Diversification

 Diversification – developing new products

for new markets
 Can be related diversification or
unrelated diversification
 Related diversification – new products and
new markets, where the markets and/or
the products are similar to the
organization’s existing products/markets
 Unrelated diversification – completely new
products and new markets