Matriz Ansoff 4vu4i

Mercado actual

Penetración de mercado

Desarrollo de producto

Productos Actuales

Productos Nuevos

Desarrollo de Mercado

Diversificación

Mercado Nuevo

The Ansoff Matrix, also called the product-market matrix, is one of the main tools of business strategy and strategic marketing. Created by the strategist Igor Ansoff in 1957. This matrix is the perfect tool to determine the strategic direction of growth of a company. When the search for growth strategy is considered, it is one of the models that has become the classic of this matrix of growth options proposed by Ansoff (diversification strategies 1957) (Growth Strategies, 1998, pp. 55-56 ). This matrix indicates that when a company seeks growth opportunities it has four basic options to achieve this, depending on whether the company operates in the current or new market through the current product range or through new products (Baela, 2011 )

1. Market penetration According to (Baela, 2011) It consists of increasing the sales of current products in the current markets. To achieve this, the company can choose two ways: a) Develop global demand. It is achieved by increasing the frequency of use of the product, increases the rate of average consumption or, look for new uses for the product. b) Increase market share. The increase in market share can be achieved by improving the performance of the product or service, repositioning the brand, reducing the price, buying a competitor's business to acquire its market share, or even reinforcing the distribution network. 2. Market development It aims to increase the company's sales volume by introducing current products into new markets. It can be carried out in three ways: a well-known principle of strategic thinking indicates that the further away the company from its known area (products and markets), the more it increases the risks of failure. (Baela, 2011) However, this contrasts with the results of an investigation: a) New Segments (same geographic market). In this case, the development of the market occurs by introducing an industrial product in a consumer market (or vice versa) or by repositioning the product to offer it to another group of consumers. b) New distribution circuits, for example, the vending machines, direct sales and internet.

c) Geographic expansion. It is achieved through the implementation of the company in other regions of the country and even in a foreign country