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AO3 You need to be able to: Demonstrate synthesis and evaluation. Command terms these terms require students
to rearrange component ideas into a new whole and make judgments based on evidence or a set of criteria. Compare
Compare and contrast, Contrast, Discuss, Evaluate, Examine, Justify, Recommend, To what extent

AO4 You need to be able to Demonstrate a variety of appropriate skills. Command Terms These terms require you to demonstrate the selection and use of subject-specific skills and techniques: Annotate, Calculate, Complete, Construct, Determine, Draw, Identify, Label, Plot, Prepare

Ansoff matrix for different growth strategies of a given organization

This is another useful tool for a business when it is analysing its growth potential and setting marketing objectives.

The Ansoff product-market matrix, developed by Igor Ansoff, 'the father of corporate strategy' in 1957, helps firms to understand and assess marketing or business development strategy.

Any business, or part of a business, can choose which strategy to employ, or which mix of strategic options to use to grow the company.

Ansoff argued companies should concentrate on those things that they know and do well already, and build upon this.

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Some quick questions

  1. Identify examples of each Ansoff's growth strategies.
  2. Explain the reasons why a business decides to diversify.

Have a think about the answers to these and then follow the links below to compare your answers to ours.

Question 1 - answer

Question 2 - answer