Ansoff Matrix Analysis

£35.00 excl. VAT


  • Easy to use commercial risk analysis ~ powerful visual mapping program
  • Analyse up to 16 products/services – enables portfolio mapping & direction setting
  • Compelling strategic planning – identify high-risk products
  • Attributes of measurement (6 + 6) the default settings can be changed to meet your own requirements
  • The model can be used with forecasting activities to determine expected product sales
  • An integral part of commercial risk management studies.
  • Easy integration with your own Spreadsheets / Workbooks.
  • Download, install and use immediately after purchase.

This popular Interactive Model is at its core is a representation of the traditional Ansoff matrix, with the addition of a more structured approach when it comes to the allocated position on the matrix. As such it promotes a more accurate approach to be reached. First the Product and Market dimensions are broken down into 6 attributes (which can be modified if required) per category meaning overall we measure 12 attributions (6 + 6) which are then weighted in terms of their relative importance. Up to 16 Products / Services can be entered into this model, as such a comprehensive positioning map can be produced detailing the degree of commercial risk each product (within a portfolio) has on the company – Furthermore each plot can have a third dimension whereby the size of the plot itself can represent Revenue / Profit/ Volume. Overall this is an extremely useful strategic planning tool and offers a compelling presentation to support your strategic rationale.

In common with the Interactive model series, this model can be used autonomously or part of the strategic planning set. It is a great tool for individual planning activities or a full blown strategic workshop where group calibration and understanding is required.

Description

Ansoff Matrix Analysis – Easily and accurately produce a visual representation of a traditional marketing matrix progression of risk in 2 dimensions representing a level of ‘Product’ and ‘Market’ Familiarity. The resultant position represents the degree of commercial risk the product/service is putting on the company. As such, there is a direct relationship with product forecasting.
The model as understood, first developed by H. Igor Ansoff was a mathematician with an expert insight into business management. The Ansoff Matrix has four alternatives of marketing strategies; Market Penetration, Product Development, Market Development, and Diversification.

However, as published in many marketing books the ‘Ansoff’ matrix since the original publication circ. 1960, it is often described in its simplistic form whereby it fundamentally leads managers to believe there is a Boolean flip between each quadrant. So when it comes to the strategic analysis, incorrect conclusions could be made quite easily. Furthermore, this interpretation promotes a black or white strategic approach, which may not be the case. This model follows a much more structured approach when it comes to the derived position on the matrix itself…

The Product and Market dimensions are broken down into 6 attributes (which can be modified if required) per category meaning overall we measure 12 attributions (6 + 6) which are then weighted in terms of their relative importance. Up to 16 Products / Services can be entered into this model, as such a comprehensive positioning map can be produced detailing the degree of commercial risk each product (within a portfolio) has on the company – Furthermore each plot can have a third dimension whereby the size of the plot itself can represent Revenue / Profit/ Volume. Overall this is an extremely useful strategic planning tool and offers a compelling presentation to support your strategic rationale.