Advantages Of Ansoff Matrix

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Ansoff Matrix Strategic decisions are often based on by the company can use its existing competitive advantages in the process of promoting the value and capital growth (Lynch, 2009). However, sustained competitive advantage on how to perform these operations largely depends on the company. (Porter, 2008) The need for business development and expansion has been known to promote the product and marketing innovation, which in turn prompted them to take the basis of the different organisational strategic, it’s based on products and target markets (Ansoff, 1984). In 1957, Igor Ansoff, Ansoff matrix developed to highlight four strategic options (Figure 1), through the organisation of possible new or existing products to adapt into a new or existing…show more content…
This is a company looking to expand its market share in existing markets, the strategic choice of existing products. This option is companies seeking to maintain or increase market share in its existing products to gain market leadership position in a mature market changing competitive process, or to increase awareness among existing consumers. MARKET DEVELOPMENT Development of the market, it is recommended as the Ansoff the company's goal is to provide existing products to new markets. The market development goal should be to attract new customer segments, using a slightly different strategy to become the consumer's existing product (Ansoff, 1984). PRODUCT DEVELOPMENT The product development strategy is directed at the company's goal is to provide a new product of an existing market. This definition entails any new or improved products aimed at existing market. Development of new products delivered to the market is the decision based on the company intends to use the new technology, by introducing innovative products to protect market share and take advantage of excess capacity (Lynch,…show more content…
13). Postgraduate thesis, a case study is based on interview method. (Perry and Cooter, 1994) Therefore, an interview with interviewer questionnaires will be based on a literature review and an interview will be conducted in 10-15 Malaysian company manufacturing SME managers for data collection. These managers will be selected within the level of its impact in their business strategy. The interview will be conducted by
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