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MindMap Gallery Ansov Matrix One of the most widely used marketing analysis tools

Ansov Matrix One of the most widely used marketing analysis tools

This is a mind map about Ansov Matrix: one of the most widely used marketing analysis tools. The main contents include: 7. Characters, 6. Related tools, 5. Example analysis, 4. Analysis steps, 3. Tools Expansion, 2. Tool content, 1. Conceptual meaning.

Edited at 2025-01-16 22:04:13

Mason·Carter

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Ansov Matrix One of the most widely used marketing analysis tools

Mason·Carter

Recent works View more works>>

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Ansov Matrix: One of the most widely used marketing analysis tools

1. Concept meaning

In 1957, Igor Ansov published a paper in Harvard Business Review, proposing the concept of "product market matching", believing that corporate business strategy is reasonable for four factors: existing products, future products, existing markets and future markets. and accordingly propose four product/market combinations and corresponding marketing strategies, which constitute the prototype of the Ansov matrix. Ansov matrix is also known as product/market matrix, growth dynamic factor matrix, etc.

2. Tool content

Ansov Matrix uses a 2X2 matrix to show four options for enterprises to grow revenue or profit, namely market penetration, market development, product development and diversification strategy.

1. Market penetration: Facing existing customers with existing products, increasing the market share of existing products through promotions, improving service quality, etc., is an important aspect. Customers maintain and increase the frequency of use.

2. Market development: To provide existing products to explore new markets, users with the same product needs need to be found in different markets. Product positioning and sales methods may be adjusted, and the core technology of the product remains unchanged.

3. Product development: launch new products to existing customers, expand the depth and breadth of existing products, and increase the manufacturer's share in the minds of consumers.

4. Diversification: Provide new products to new markets. The strategy is risky, and successful companies can achieve comprehensive results in sales, channels or product technology.

3. Tool expansion

Ansov modified the matrix, added geographic regional variables, and formed a three-dimensional pattern matrix that can be used to define strategic choices and business scope. At the same time, portfolio strategy also includes elements such as competitive advantages, synergy and strategic flexibility.

4. Analysis steps

1. Consider whether existing products can gain more market share in the existing market (market penetration strategy).

2. Think about whether you can develop a new market for existing products (market development strategy).

3. Explore whether new products (product development strategies) can be potentially beneficial to the development of the existing market.

4. Study whether you can use your own advantages and adopt an integrated strategy to develop in depth.

V. Case analysis

Case 1: Ansov matrix analysis of real estate companies

1. Market penetration strategy Vanke achieves China's first local brand: Vanke will establish its development focus in the real estate industry. By improving product quality and establishing a brand image, it has increased its product share in the current market and accumulated a huge customer base.

2. Market development strategy Huayuan Real Estate serves the wealthy class: Huayuan Real Estate chooses a market development strategy that meets the needs of the wealthy class, pays attention to product quality and facility design in project development, and caters to the consumption psychology of the wealthy class.

3. Product Development Strategy SOHO China is based on commercial real estate: SOHO China has shifted from commercial and residential buildings to commercial real estate development. With the help of its established product image, it has deepened the development of commercial real estate and launched the "SOHO Store Network" to increase its market share.

4. Diversification strategy Jindian Group's China Real Estate Culture Banner: Jindian Group implements its diversification strategy, explores and invests in multiple fields outside of real estate, and increases its corporate visibility.

VI. Related tools

(I) Market Selection Matrix

The market selection matrix is used to determine market strategies, and the Biansov matrix has a wider range of applications. It not only considers new product development and market penetration strategies, but also analyzes strategies for market exit and entry into unrelated markets.

(II) Tool analysis

1. Retreat: The retreat strategy can reduce losses and solve problems such as long "front" and dispersed funds, including special forms such as suspension of joint ventures and privatization of state-owned enterprises.

2. Market Penetration: The market penetration strategy is aimed at existing customers and attracts consumers through competition, which is relatively easy to grow in the market.

3. Market development of existing products: This strategy attracts new consumers within the existing product range and explores new segments, sales areas or product uses.

4. Product development in existing markets: launching new products in existing markets, with motivations including utilizing surplus production capacity and resisting competitors’ entry.

5. Related Diversification: Entering a new field closely linked to the original value chain can reduce risks, including forward integration, backward integration and horizontal integration.

6. Non-related diversification: When an enterprise enters a new market that has no connection with the original operating market, certain conditions must be met.

(III) Scope of application

The market selection matrix is mainly used for market strategy formulation, providing managers with ideas for advancement, retreat and market selection.

7. Characters

Igor Ansov

1. Life introduction: Born in Vladivostok in 1918, he later immigrated to the United States. He worked for the Rand Foundation and Lockheed Company, and later engaged in strategic management research and teaching. He died of illness in 2002 and has written many books such as "Company Strategy".

2. Strategic Research: Ansov pioneered strategic management research and proposed many important concepts such as corporate strategy and strategic management. He is respected as the originator of strategic management and the father of strategic planning.

3. Main works: including "Company Strategy", "From Strategic Planning to Strategic Management", "Strategic Management Concept", etc., which improves strategic management theory and provides practical methods.