Name:
Date Taken:
Class:
Total Possible Marks: 13
Ansoff's Matrix
Complete the following questions in the time allowed by your
teacher
4
1. List the four categories in the Ansoff Matrix
A.
B.
C.
D.
2. Fill in the blanks in the article below: (1 mark for each correct answer)
6
[A]__________________ is the name given by Ansoff to a growth strategy where the
business focuses on selling existing products into [B]________________. With this
strategy, the business is focusing on markets and products it knows well, which makes
the strategy the least risky of the four options.
Market development is the name given to a growth strategy where the business seeks
to sell its existing products into [C]___________. There are many possible ways of
approaching this strategy, including [D]__________ (selling the product to a new
country) or adding new [E]____________ channels (e.g. moving from selling via retail
to selling using e-commerce and mail order).
The most risky strategy in Ansoff's Matrix is [F]_______________. Why? Because the
business is moving into markets in which it has little or no experience.
3. The use of different pricing policies to attract different customers is an example of
1
which Ansoff option?
A.
B.
C.
D.
Market diversification
Product development
Product penetration
Market development
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-1-
www.tutor2u.net
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4. Which of these would be an example of a marketing strategy of selling more existing
products into existing markets?
A.
B.
C.
D.
1
13/07/2010
Amazon.co.uk launches an online grocery section
Cadbury's launches a new range of chilled ready meals
Tesco launches a price war at all its petrol stations
Fashion retailer New Look buys a clothing factory in China
5. In which Ansoff strategy is there a great emphasis on product innovation and research
& development?
A.
B.
C.
D.
Related diversification
Unrelated diversification
Market development
Product development
© Tutor2u Ltd 2010/11
-2-
www.tutor2u.net
Name:
Date Taken:
Class:
Total Possible Marks: 13
Ansoff's Matrix
Complete the following questions in the time allowed by your
teacher
4
1. List the four categories in the Ansoff Matrix
A. Market penetration
B. Product development
C. Market development
D. Diversification
2. Fill in the blanks in the article below: (1 mark for each correct answer)
6
[A]Market penetration is the name given by Ansoff to a growth strategy where the
business focuses on selling existing products into [B]existing markets. With this
strategy, the business is focusing on markets and products it knows well, which makes
the strategy the least risky of the four options.
Market development is the name given to a growth strategy where the business seeks
to sell its existing products into [C]new markets. There are many possible ways of
approaching this strategy, including [D]exporting (selling the product to a new country)
or adding new [E]distribution channels (e.g. moving from selling via retail to selling
using e-commerce and mail order).
The most risky strategy in Ansoff's Matrix is [F]diversification. Why? Because the
business is moving into markets in which it has little or no experience.
3. The use of different pricing policies to attract different customers is an example of
1
which Ansoff option?
A.
B.
C.
D.
Market diversification
Product development
Product penetration
Market development
© Tutor2u Ltd 2010/11
-1-
www.tutor2u.net
-21
4. Which of these would be an example of a marketing strategy of selling more existing
products into existing markets?
A.
B.
C.
D.
1
13/07/2010
Amazon.co.uk launches an online grocery section
Cadbury's launches a new range of chilled ready meals
Tesco launches a price war at all its petrol stations
Fashion retailer New Look buys a clothing factory in China
5. In which Ansoff strategy is there a great emphasis on product innovation and research
& development?
A.
B.
C.
D.
Related diversification
Unrelated diversification
Market development
Product development
© Tutor2u Ltd 2010/11
-2-
www.tutor2u.net