Thinking no background 2
<!--:pt-BR-->Matriz de Ansoff<!--:--><!--:en--> ANSOFF Matrix<!--:-->
04Sep

ANSOFF Matrix

Tool Box

The Ansof matrix is a useful tool during the development phase of company´s growth strategy and covers two dimensions, products and markets.

Although it is a tool created six decades ago, (by Igor Ansoff in 1957 to be exact!) It can facilitate and organize the process of discussion about growth strategies of the company.

There are four growth strategies presented in the matrix product / market, each one with a different degree of risk:

  • Market Penetration: Sell more of the same product or service in existing markets. The main idea is to increase volume of production and optimize costs.
  • Market development: Sell more of the same product or service in new markets. These new markets can be both geographic including internationalization, or functional when the same product could be used in different applications (this strategy may require some minor modifications of the product).
  • New Product Development: Sell new products in existing markets. These products could be either accessories of existing products or complementary product line.
  • Diversification: Sell new products in new markets. It is certainly the riskiest strategy. Could  demand some internal and external communication effort to explain why the organization has adopted such strategy.
Pedro  Cortonesi
Pedro Cortonesi

Pedro Cortonesi é Engenheiro Eletricista formado pela FEI (Faculdade de Engenharia Industrial), com Pós-graduação em Marketing, Especialização em Empreendimentos na área de Petróleo e Mestre em Administração de Empresas na área de Gestão da Inovação. Possui mais de 30 anos de experiência na indústria, sendo grande parte na área comercial, em posições de Marketing & Vendas, em empresas de médio e grande porte. Pedro é atualmente Senior Marketing Manager na Schneider Electric e sócio licenciado da Bizup Consulting, empresa de consultoria empresarial. Pedro também é professor da Febracorp University na área de Inteligência de Mercado.