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Ansoff Mold Concept
Ansoff Mold, created by
Igor Ansoff is a
support model to the strategic planning, based on the business expansion
and diversification through a sequence of decisions. In the base of the
model are the analysis and deviations concepts – difference between the
expected and the performed – and synergy – use of the combined skills of
two departments or companies.
According to Adriano Freire, the
organization’s choices referent to products and markets development can
assume two types, namely:
- expansion or reduction of the number of
products and services offered;
- expansion or reduction of the market
segments served;
These two strategic options can be
synthesized in Igor Ansoff’s mold according to which an organization can
chose between:
- Market Penetration: the organization
continues to operate in the same segments and with the products/services
but tries to increase its sales volume through the increase of the
market share and/or frequency of use.
- Product Length: the organization
develops new products/services or increases the range of the already
existent, but directed to the same market segments.
- Market Length: the organization seeks to
serve new market segments, but with the same products/services that
already offered.
- Diversification: the organization
creates new products/services for new market segments using
technological and/or commercial synergies.
Translated from Portuguese
by Susana Saraiva, Portuguese-English and English-Portuguese translation
specialist. Contact: spams@sapo.pt.
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