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Ansoff analysis
C/B/2642. Critical evaluation of Ansoff's matrix as a tool for strategic growth analysis
- WORDS:
- 2000
- DATE:
- 2010
- PRICE:
- 29.99 GBP
The paper examines organisational growth strategies and options summarised by the Ansoff matrix, i.e. market penetration, market development, product development and diversification. The use of the matrix as a marketing tool is discussed identifying other factors that affect organisational strategies and are not covered by the matrix.
KEYWORDS: Ansoff’s matrix, strategic growth, marketing tool,
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