ANSOFF MATRIX
Product Market Mix
Existing
Products
New
Products
Existing
Market
New
Market
A
Improve Value
and Cost
C
Adapt KnowHow to New
Market
B
D
Leap Forward in Radical Product
Value and Cost; and Market
Expand
Diversification
Offerings
h:\share\rabino\information
and marketing strategy.ppt
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Strategic Focus:
A.
B.
C.
D.
To achieve incremental improvements in value –
quality and performance – and cost.
E.g. GPS industry.
To substantially improve functionality, or lower
costs , or both.
E.g. Google launch of its music store.
To adapt existing products or technologies that
support them to the needs of new markets.
E.g. Apple entering into the digital textbook
services.
To introduce new technologies/Products in the new
markets (high risk – acceptance, resource
allocation)
---- Portfolio Approach
E.g. Nokia manufacturer of chemicals, tires, cables,
electronics transition into telecommunication in
1990’s .
h:\share\rabino\information
and marketing strategy.ppt
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