File name: The Growth Matrix Pdf
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Ansoff’s four strategies for growth, which are introduced in Table and developed throughout this chapter. I want to take each of these categories in turn and use them to explain market . Introduce your existing product or service to a completely new market or segment. This could include a new region, country, or demographic group. Apple’s iPod Touch is a replica of the . The matrix is a tool which supports businesses to identify possible growth strategies within their organisations. How does it work? The matrix can also be known as the Corporate Ansoff . H. Igor Ansoff’s Growth Vector matrix helps a business to understand the business development and/or marketing strategy that it should use to enable growth. Bruce Henderson devised the concept of the growth share matrix in as a tool to help companies allocate resources on the basis of the attractiveness of their market and their own level of competitiveness. The matrix remains relevant today—but with some important tweaks. The matrix matches off the core components of existing or future strategies: 1) does the firm grow by introducing new products or building on existing ones; 2) does it do so by penetrating more deeply into existing markets, or by expanding into new ones. The sample on the next page illustrates the resulting strategies. Ansoff’s four strategies for growth, which are introduced in Table and developed throughout this chapter. I want to take each of these categories in turn and use them to explain market segmentation. GROWTH THROUGH MARKET SEGMENT PENETRATION: CURRENT CUSTOMERS AND CURRENT PRODUCTS. Introduce your existing product or service to a completely new market or segment. This could include a new region, country, or demographic group. Apple’s iPod Touch is a replica of the iPhone except that it can’t make calls, making it an ideal product for international markets that do not have the cell phone carriers that control the iPhone. Feb 1, · In the second of a series of three tutorials, the methodology and strategic implications of the portfolio business matrix are analyzed and illustrations given of the use of the growth-share.