Ansoff’s
Matrix
A2 Business Studies
Aims and Objectives
Aim
 Understand marketing strategies.
Objectives
 Recap on Porter’s Generic Strategies.
 Describe Ansoff’s Matrix.
 Analyse firms strategies in relation to the
matrix.
 Evaluate a firm who has been able to use
all four of Ansoff’s strategies.
Starter
List 2 businesses for each of Porter’s Generic
Strategies, who may use that strategy in
practice.
 Cost
Leadership
 Cost Focus
 Differentiation
 Differentiation Focus
M&S Article
Task: In groups discuss and annotate on case
study the following:
1.
What evidence is there that M&S is aiming to
sell new products to its’ existing customers?
2.
Is there any evidence to suggest that M&S is
hoping to sell more of its’ current product
portfolio to new customers?
Ansoffs’ Matrix
 Presents
the product and market
choices/strategies available to a business.
 Divides
them into four combinations, each
shown by a different quadrant in the
matrix.
 Allows
managers to discuss strategies for
achieving corporate objectives through
the marketing function.
Ansoff’s Matrix
Ansoffs’ Matrix Task
Task:
 Decide
upon which strategy is most
appropriate for each business and place
them on the diagram.
 Justify
why you have placed each firm
where you have on the diagram.
Group Feedback
Apple and Ansoff Case Study
Apple and Ansoff Case Study
Question for Discussion:
In groups explain how Apple has been able
to use all four of Ansoff’s key sets of
marketing strategies.
Plenary: Groups Feedback