Chapter 1
Ansoff’s matrix and product market grid
- Why use it? Ansoff’s matrix and product market grid provides a structured way to determine the scope and direction of a firm’s strategic development.
- What does it do? These models help to analyse and plan a company’s strategy for future growth.
- When to use it? The Ansoff product/market grid and the Ansoff cube can be used as a framework to identify direction and opportunities for corporate growth.
- What question will it help you answer? What are our strategic opportunities for future growth?
The big picture
The Ansoff product/market grid offers a logical way of determining the scope and direction of a firm’s strategic development in the marketplace. The firm’s strategic development consists ...
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