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Ansoff Matrix
03/03/20
Ansoff Matrix - Market Penetration
FOCUS = selling existing products into existing markets.
(Sell more of the same things to the same market. Markets and products it knows well. S)
OBJECTIVES =
Maintain or increase the market share of current products – this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling
Secure dominance of growth markets
Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors
Increase usage by existing customers – for example by introducing loyalty schemes
03/03/20
LO 2. To be able to apply the Ansoff Matrix (Product/Market Expansion Grid)
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