Question
The Ansoff Product Growth Matrix is a strategic tool that helps businesses decide their product and market growth strategy. It's a 2x2 matrix that categorizes growth strategies into four types: Market Penetration, Market Development, Product Development, and Diversification. In the Growth Strategy Toolbox, it's used to analyze and decide where to allocate spending for different growth strategies. For example, if a certain strategy has 0% spend, a decision could be made to increase spend towards that strategy to stimulate growth.
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This Growth Spending slide includes an Ansoff product growth matrix alongside a comparison table to detail the percentage of spend dedicated to each growth strategy across time. This breakdown reveals areas to increase spend to diversify growth tactics. In an extreme example where one tactic has 0% spend, a pivot could be made to increase spend towards that strategy to increase growth. (Slide 20)
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