Specification requirement -The Ansoff
Matrix – marketing strategies with differing
degrees of risk.
The Ansoff Matrix approaches product mix
or portfolio management from a different
point of view to Product Life Cycle Analysis
and the Boston Matrix. Instead of focusing
on profitability or sales, the Ansoff Matrix
outlines the options open to firms if they
wish to grow, improve profitability and
revenue. These options indicate to how to
manage the development of the product
range.
The Ansoff Matrix looks similar to the
Boston Matrix in that it is a two-by-two
analysis, but in this case the axes of the
matrix relate to whether marketing strategy
is targeted at existing customers or new
customers and if existing products should be
used or as an alternative new products should
be developed. We see the structure below.
for more info Case Studies Of Ansoff Matrix
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