The Ansoff matrix correlates what two aspects of business development from the 'new' and 'existing' perspectives?
Ansoff Matrix i.e. a collection of businesses without any relationship to one another. A strategy for company growth through starting up or acquiring businesses outside the company’s current products and markets. The logic of the Ansoff matrix has been questioned. The logical issues pertain to interpretations about newness. If one assumes a new product really is new to the firm, in many cases a new product will simultaneously take the firm into a new, unfamiliar market. In that case, one of the Ansoff quadrants, diversification, is redundant. Alternatively, if a new product does "not" necessarily take the firm into a new market,
Ansoff Matrix Ansoff Matrix The Ansoff Matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future growth. It is named after Russian American Igor Ansoff, who created the concept. Ansoff, in his 1957 paper, provided a definition for product-market strategy as “a joint statement of a product line and the corresponding set of missions which the products are designed to fulfil”. He describes four growth alternatives: In market penetration strategy, the organization tries to grow using its existing offerings (products and services) in existing markets. In other words, it tries to