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How Can Ansoff Matrix Be Used For Developing Successful Business Strategies?

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By Author: Expandus Business Coaching
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Every business is unique and comes with its own set of goals. And to achieve those goals, strategic planning is highly crucial. There are many ways strategies are prepared in businesses and one such is relying on Ansoff Matrix. 

The Ansoff's strategic opportunity matrix helps in making informed decision making and creating a plan. Hence, to know more about it, keep reading until the end.

What Do You Mean By Ansoff Matrix? 

The Ansoff’s Matrix can be understood as a framework for strategic planning which aids in the development and selection of growth strategies for businesses. It is intended to successfully offer four strategic options and draw attention towards the exposure of risks that any business might possess. 

These four strategic options include Market penetration, Market development, Product development and Diversification. This strategy was developed by Igor Ansoff in the year of 1957 to aid in decision-making. The matrix created by him is regarded to be self-explanatory ...
... and effective in multiple ways.

Briefly Understanding the Strategies of Ansoff Matrix 

To know what the Ansoff matrix is all about, it is essential to know about the strategies in a brief manner which includes the following

Market Penetration 

The first strategy includes market penetration where selling more of the business to the current clients or market is done. Market penetration is considered to come with low risk.

Product Development 

The focus revolves around improving the current goods and services. Product development is considered to be of medium risk. 

Market Development 

This strategy involves breaking into new markets. While market development can be considered a medium risk. 


The process involves launching new goods and services into untapped markets. Diversification can be understood to come with high risk.

Ways You Can Use Ansoff Matrix - Check All About 

When wanting to know how to use Ansoff’s matrix for your business, here are a few tips that can be employed. 

Describe Your Matrix 

In the first step of using the matrix, you need to add possible tactics to each quadrant. These must come under the doable strategies so that the business can be expanded from every viewpoint. Introducing and implementing a new loyalty scheme could appear as the best example under this step.

Examining the Choices 

In the second step, the choices must be examined thoroughly. This should be done from every aspect ensuring nothing is missed out. Every idea must be examined and the quadrant's dangers as well once the matrix is completed. While the potential pays off for some tactics, it outweighs their inherent risks while others may not.

Evaluating Danger

You may prepare for and handle risks by understanding them and creating appropriate mitigation plans. As the risks have a high likelihood and potential consequences, they should be prioritized fully. 

Describe Backup Plans 

Once the possibilities are visible including the dangers, the backup plan must be discussed. You can decide on which course of action is best for the company and rely on it. 

Select the Strategy 

Lastly, you must select a strategy to proceed with applying the matrix. This would bring changes to the business and promote growth as well. 

What are the Benefits of Applying the Ansoff's Matrix? 

There are a few benefits that you should know about applying Ansoff's matrix. Some of these are listed below including 

i) Offers Structure for Business Expansion 

Any business that dreams of expanding requires careful planning and realistic goal setting so that the specific areas can be promoted to reach the desired growth. Hence, the Ansoff Matrix is a vital tool for any management team grappling with expansion strategies. 

This tool is a useful way to reassess and make sure the optimum growth strategy is selected. This can be employed even if the company has already planned the growth route. Not to mention, this is the overarching idea which is expected to shape the destiny of the company.

ii) Helps to Maximize Taking and Managing Risks 

The Ansoff’s Matrix strategy is also employed by the management team which perfectly fits their risk appetite. They choose from the four different strategies that are present in complexity from the simple to the least dangerous one followed by from the most complex to the most risky one. This is possibly considered as the most significant feature of the organization's growth graphing technique.

iii) Making Use of the Strengths 

Lastly, the benefit that applying Ansoff's matrix comes with is using the strength of the company that is present. In addition to being a useful tool for risk management, it also guarantees that the current advantages of the company are maximized. 

This peaks during the "market penetration" strategy and progressively declines as the process moves towards the "diversification” stage in a very natural manner. 

Is Ansoff Matrix Useful and Effective? 

A corporation can quickly and easily assess the relative benefits of expanding the business using current products and services besides the market. Apart from this, investigating new products and untapped areas while clearly defining the associated risks by employing an Ansoff matrix becomes possible. 

Any young firm would be better off focusing on no more than two strategies with the first being market penetration and the second as the market development is added gradually. More businesses which are fully established benefit more from the complete utilization of the matrix.

Time to Create a Strategic Plan for Business 

Sometimes it may seem challenging to create a strategic plan for the business. This is when you can count on us at Expand Us. We consider ourselves to be the framework for businesses and their growth. By being 100% online, we work with online business coaches and employ high-end techniques to leverage our strengths. 

Whether you want to stay updated with practical business tips or want to rely on us for everyday business matters by using Ansoff's strategic opportunity matrix approach, we are the best choice. Additionally, our services are available at highly reasonable prices.

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