Ansoff Matrix Research Paper Example | Topics and Well Written Essays - 3000 words

Ansoff matrix - Research Paper ExamplePrior to the publication of this book, many organisations at that time had little management on how to plan and make decisions for the future many still relied on conventional forms of planning that gnarled decisions based on an extended budgeting system which in turn is derived on a projected budgetary outcome to some point in the future (Chartered Institute of Management, 2003).Recognizing the needs of business organisations during his time, Ansoff stated that, a firm needs direction and focus in its search for and creation of new opportunities and the fact that it is to the firms emolument to see entries with strong synergistic potential (Ansoff 1965, p. 104 - 105). Furthermore, Levitt (1960) suggested that in order for an organisation to be successful and take then an organisation would require a definitive description of their role within their environment.However, Ansoff have his suffer share of critics. Ansoff and Henry Mintzberg hav e differing views on strategy. In particular, Mintzbergs is averse to Ansoffs view on strategy that is strengthened upon planning (Ansoff 1965, p. 1207).Levitt (1960) elaborated that organisations should have some form of natural extensions of the firms products and food trades explaining natural extensions of the firms product-market position, derived from some core symptomatic of the present business. explaining that businesses in one particular industry, for example railroads, could in fact class themselves as in the transportation business (Ansoff 1965).Ansoff (1965, p. 105) proposed that, in fact, this idea was too broad and didnt take into account stakeholders or the investment community understanding or relationship of organisations future product-market direction or common thread. He further grow on this, stating that a relationship between present and future product-markets which would enable outsiders to perceive where the firm is heading, and the intimate managemen t to give it guidance.The common thread in fact was based on three factors harmonize to Ansoff. These are the followingProduct-market scope-which identifies the industries to which an organisation limits its product/market positionGrowth vector-which is the direction or is an reference of the direction that an organisation is moving towards or with respect to its current product, market position and Competitive advantage-which is an attack to understand the properties of individual products markets that will allow an organisation to remain or sustain a militant advantage.It was through this explanation of the growth vector which elaborates the common thread and the prospective direction of an organisation that becomes the creative activity and led to the creation of the Ansoff matrix otherwise known as the market/product matrix (Ansoff 1965).The Ansoffs MatrixPresentNewPresentMarketPenetrationProduct knowledgeNewMarketDevelopmentDiversificationSource Ansoff, 1965 The matrix as p roposed by Ansoff attempts to indicate the direction of organisation product/market posture, through four possible product/market combinations market penetration product development market development and