Course Content
Strategic Management: Introduction
Strategic Management: Concept, Process, Decision and Types
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Strategies :Introduction
Basic Terminology
Terminology
Schools of thought on Strategy formulation
Characteristics of Strategic Decision
Strategic Decision Making Technique : Devil’s Advocacy
Modes of Strategic Decision Making: Mintzberg
Strategic Planning
External Strategic Analysis
External Analysis, PEST, Porter’s Approach to Industry Analysis
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What is Strategic Analysis?
PEST Analysis: Francis Aguilar: 1967
General Competitive Strategies: Michael Porter: 1985
Internal Strategy Analysis
Internal Strategy Analysis – Resource-Based Approach, Value Chain Analysis
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Resource-Based Theory for Competitive Advantage: Robert M. Grant: 1991
VRIO Framework : Jay Barney: 1995
–GAP Analysis
Value Chain Analysis: Michael Porter: 1985
Strategy Formulation
Strategy Formulation: SWOT Analysis, Corporate Strategy – Growth, Stability, Retrenchment, Integration, and Diversification
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SWOT Analysis: Albert Humphrey
TOWS Matrix: Heinz Weirich
Corporate-Level Strategies :Introduction
Classification of Corporate-Level Strategies
Directional Corporate Strategies
Turnaround Strategy & Business Process Reengineering
Classification of Integration and Diversification Strategy
Corporate Diversification
Business Portfolio Analysis
Business Portfolio Analysis - BCG, GE Business Model, Ansoff’s Product Market Growth Matrix
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What is a Portfolio Matrix?
BCG Matrix
Ansoff’s Product Market Growth Matrix : Harry Igor Ansoff : 1957
Market Evolution Matrix: C.W. Hoffer and R. Schendel
Strategy Implementation
Strategy Implementation: Challenges of Change, Developing Programs, McKinsey 7s Framework
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Strategic Drift
Mintzberg’s View on Realized Strategy
Parenting Fit Matrix
🔴 Red Ocean Strategy vs 🔵 Blue Ocean Strategy
4-Box Business Model: Mark W. Johnson: 2010
Strategy Diamond: Hambrick and Fredrickson
7-S Approach : 1980 : McKinsey
Organizational Structure & Strategy Fit
Final Evaluation
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Rapid Fire : Strategic Management
Unit VI: Strategic Management

Ansoff’s Product Market Growth Matrix : Harry Igor Ansoff : 1957

 

I. Introduction

  1. The Ansoff Matrix, also known as the Product-Market Growth Matrix, is a strategic tool created by Harry Igor Ansoff in 1957.
  2. It helps companies identify potential growth opportunities by focusing on products and markets.
  3. The matrix presents four different growth strategies based on whether the company wants to focus on existing or new products and whether it wants to target existing or new markets.

II. Growth Matrix Graph

  1.  

III. 🧩 The Four Growth Strategies in the Ansoff Matrix:

Strategy Products Markets Risk Example
Market Penetration Existing Products Existing Markets Low Risk Coca-Cola increasing market share
Product Development New Products Existing Markets Medium Risk Apple launching new iPhone models
Market Development Existing Products New Markets Medium to High Risk McDonald’s expanding to new countries
Diversification New Products New Markets High Risk Mergers & Acquisitions
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