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The Ansoff matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future business growth. [1] It is named after Russian American Igor Ansoff , an applied mathematician and business manager, who created the concept.
Market penetration is the key for a business growth strategy stemming from the Ansoff Matrix (Richardson, M., & Evans, C. (2007). H. H. Igor Ansoff first devised and published the Ansoff Matrix in the Harvard Business Review in 1957, within an article titled "Strategies for Diversification".
Ansoff pointed out that a diversification strategy stands apart from the other three strategies. Whereas, the first three strategies are usually pursued with the same technical, financial, and merchandising resources used for the original product line, the diversification usually requires a company to acquire new skills and knowledge in product development as well as new insights into market ...
The Ansoff matrix identifies four specific growth strategies: market penetration, product development, market development and diversification. [65] The Ansoff Product/market Growth Matrix Market penetration involves selling existing products to existing consumers. This is a conservative, low risk approach since the product is already on the ...
Economies of scope make product diversification efficient, as part of the Ansoff Matrix, if they are based on the common and recurrent use of proprietary know-how or on an indivisible physical asset. [7] For example, as the number of products promoted is increased, more people can be reached per unit of money spent.
Walmart’s low prices continue to be a big draw for its customers of all incomes. However, households in the U.S. earning more than $100,000 a year accounted for 75% of Walmart's gains in Q3.
Valuation using the market penetration model (MPM) or the growth potential of a company [1] is a method of estimating the value of a company by calculating the depth of its market penetration as evidenced by its customer base and industry niche. The process consists of:
For example, by examining Ansoff's matrix, businesses can select from market penetration, market development, product development and diversification to grow their revenue organically. In addition, organic business growth can be achieved using content marketing efforts, which drive organic search traffic.