Author:
Evaluation:
Published: 07.05.2004.
Language: English
Level: Secondary school
Literature: n/a
References: Not used
  • Essays 'Ansoff Matrix', 1.
Extract

Ansoff's Matrix - Planning fo Growth
This well known marketing tool was first published in the Harvard Business Review (1957) in an article called 'Strategies for Diversification'. It is used by marketers who have objectives for growth.
Ansoff's matrix offers strategic choices to achieve the objectives. There are four main categories for selection.
Ansoff's Product/Market Matrix
Market Penetration
Here we market our existing products to our existing customers. This means increasing our revenue by, for example, promoting the product, repositioning the brand, and so on. …

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