We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Ansoff Matrix - Research Paper Example

Comments (1) Cite this document
Summary to research paper on topic "Ansoff Matrix"
This report attempts to examine the Ansoff Matrix with a view of how this tool can be applied to a private organisation to help it develop strategic options. The report, while examining the findings from the matrix, will explore the strategic management tool under consideration…
Download full paper
Polish This Essay
Ansoff Matrix
Read TextPreview

Extract of research paper "Ansoff Matrix"

Download file "Ansoff Matrix" to see previous pages... Prior to the publication of this book, many organisations at that time had little guidance on how to plan and make decisions for the future; many still relied on conventional forms of planning that involved decisions based on an extended budgeting system which in turn is derived on a projected budgetary outcome to some point in the future (Chartered Institute of Management,
Let us write or edit the essay on your topic "Ansoff Matrix" with a personal 20% discount.. Try it now
2003).
Recognizing the needs of business organisations during his time, Ansoff stated that, "a firm needs direction and focus in its search for and creation of new opportunities and the fact that it is to the firm's advantage to see entries with strong synergistic potential" (Ansoff 1965, p. 104 - 105). Furthermore, Levitt (1960) suggested that in order for an organisation to be successful and grow then an organisation would require a "definitive description" of their role within their environment.
However, Ansoff have his own share of critics. Ansoff and Henry Mintzberg have differing views on strategy. In particular, Mintzberg's is averse to Ansoff's view on strategy that is built upon planning (Ansoff 1965, p. 1207).
Levitt (1960) elaborated that organisations should have some form of "natural extensions" of the firm's products and markets explaining "natural extensions of the firm's product-market position, derived from some core characteristic of the present business." explaining that businesses in one particular industry, for example railroads, could in fact class themselves as in the 'transportation business (Ansoff 1965).'

Ansoff (1965, p. 105) proposed that, in fact, this idea was "too broad" and didn't take into account stakeholders or the "investment Community" understanding or relationship of organisations' future product-market direction or "common thread. He further expanded on this, stating that "a relationship between present and future product-markets which would enable outsiders to perceive where the firm is heading, and the inside management to give it guidance."

The common thread in fact was based on three factors according to Ansoff. These are the following:

Product-market scope-which identifies the industries to which an organisation limits its product/market position;

Growth vector-which is the direction or is an indication of the direction that an organisation is moving towards or with respect to its current product, market position; and

Competitive advantage-which is an attempt to understand the properties of individual products markets that will allow an organisation to remain or sustain a competitive advantage.

It was through this explanation of the growth vector which elaborates the common thread and the prospective direction of an organisation that becomes the foundation and led to the creation of the Ansoff Matrix otherwise known as the market/product matrix (Ansoff 1965).

The Ansoff's Matrix









Present


New


Present




Market
Penetration


Product
Development


New



Market
Development

Diversification


Source: Ansoff, 1965
The matrix as proposed by Ansoff attempts to indicate the direction of organisation product/market posture, through four possible product/market combinations: market penetration; product development; market development; and ...Download file "Ansoff Matrix" to see next pagesRead More
Cite this document "Ansoff Matrix"
  • APA
  • MLA
  • CHICAGO
(“Ansoff Matrix Research Paper Example | Topics and Well Written Essays - 3000 words”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1507733-ansoff-matrix
(Ansoff Matrix Research Paper Example | Topics and Well Written Essays - 3000 Words)
https://studentshare.org/miscellaneous/1507733-ansoff-matrix.
“Ansoff Matrix Research Paper Example | Topics and Well Written Essays - 3000 Words”, n.d. https://studentshare.org/miscellaneous/1507733-ansoff-matrix.
  • Cited: 0 times
Comments (1)
Click to create a comment or rate a document
co
courtneynicolas added comment 4 months ago
Student rated this paper as
This research paper was always my weak point. I could never finish it on time. Still, after I found this particular paper, I understood how it should be completed. So, I performed my research afterward and completed the research paper in several hours, instead of weeks as it was previously.
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC "Ansoff Matrix"
Marketing strategy (bringing StarBuck to Trinidad and Tobago)
Starbucks has capitalized its unique positioning in the market by developing outlets that are furnished with the finest quality furniture which is comfortable for the customers along with supporting amenities such as music, Internet facilities and handicapped access so that the customers are provided a sensational feeling of enjoyable ambiance in the outlet.
11 Pages(2750 words)Research Paper
Online Newspaper Industry in Hong Kong
According to the paper electronic press has the ability to attract the readership from both the domestic and the overseas readers leading to no geographical limitation for the online newspapers. With the increased internet usage, the newspaper has also become online to attract the customers by getting involved with some popular technical ground such as internet. This reports aims to offer an insight into the online newspaper industry of Hong Kong.
20 Pages(5000 words)Research Paper
Internationalisation of Fashion Company in Brazil
Strategic management in an organization demands proper timing and an acute understanding of the consumer market. The Carolina marketing mix is vibrant and pays attention of the needs of the youthful market. And Ralph Lauren, an important company in the fashion industry, for many decades failed to perform as expected in the Brazilian market.
8 Pages(2000 words)Research Paper
Business plan
Micro Environment Analysis This entails the analysis of the immediate external environment in which Knowledge Store operates. In this regard, the analysis focuses on the books, tapes and DVDs market, competitive environment and the costs involved. This can only be achieved by continuous surveys of the books, tapes and DVDs competitors’ actions in this market.
9 Pages(2250 words)Research Paper
Strategy and Innovation
The strategic management within an organization revolves around conducting an analysis, deciding on an appropriate course of action and finally taking the action. Analysis of strategic management entails the critical evaluation of internal as well as the external environment within which the firm operates.
10 Pages(2500 words)Research Paper
The Secret Garden Party
In this paper, the researcher will conduct strategic analysis of Secret Garden Party/Secret Productions in order to understand the business environment and positioning of the company.
12 Pages(3000 words)Research Paper
Strategic Analysis of the Body Shop International
While ‘business strategy’ represent the goal of the company to attain a sustainable competitive advantage in one of the businesses of the company, ‘corporate strategy’ represents the objective of the company to manage multi-business activities to create a corporate-wide advantage that will benefit each of the business the company owns and operates.
21 Pages(5250 words)Research Paper
Google products ansoff matrix
It aims at stimulating growth and increase the market share. Market penetration uses minimum resources and thus provides minimum risk of penetration. Initially, Google entered the US market with search engine
1 Pages(250 words)Assignment
Water-soluble tissue paper
USA holds the 1st rank with an average consumption of around 24 kg, followed by Western Europe with a consumption level of about 15 kg. African and Far East Asian countries fall under the lowest consuming regions (ETS, 2014a). This paper is based on the
5 Pages(1250 words)Research Paper
Marriott Hotel Ansoff matrix
This growth can be attributed to the development and adoption of the Ansoff’s matrix strategy. The Ansoff matrix is employed as a model for setting goals within the company. A review of
4 Pages(1000 words)Essay
Let us find you another Research Paper on topic Ansoff Matrix for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us