Mercado actual

Penetracin Desarrollo de
de mercado producto

Productos Actuales Productos Nuevos

Desarrollo de
Diversificacin
Mercado

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