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Ansoff Matrix

Ansoff Matrix was first published in the Harvard Business Review in 1957, is a tool that helps businesses decide their product and market growth strategy. Ansoff Matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets. The four different growth strategies which are market penetration, product development, market development and diversification set the direction for the business strategy.

There are three types of strategies which are corporate level strategy, business unit strategy and operational strategy. Corporate level strategy the decisions made at the top level and normally is long term decision (5 years or more). The decisions made will affect the whole company. Decisions made are related to geographic coverage. For example, Starbucks, the number of product lines should have and how the resources are to be allocated between different parts of the company.

Business unit strategy the......


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Approximate Word Count: 546
Approximate Pages: 3 (250 words per double-spaced page)

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