The Ansoff Matrix

The Ansoff Matrix

The Ansoff Matrix is a strategic planning tool that can be used as a framework for devising strategies for audience development. In this video, Cath Hume explains how this useful tool can can be used to prioritise and develop the strategy sets identified in your SWOT and TOWS analysis.

The Ansoff Matrix  —  3 minutes 28 seconds

It covers:

  • Identifying approaches to reaching new or existing audiences with a new or existing offer.
  • Explanation of: market penetration; market development; product development and diversification.
  • Using the Ansoff Matrix to assess and choose potential marketing strategies that best fits your organisation’s overall aims and objectives.


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Marketing Planning