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    Penetración de Mercado Desarrollo de Producto

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    DaNielCasTillo
    The document discusses the Ansoff Matrix, which outlines four strategies for business growth: market penetration, market development, product development, and diversification. Market penetration involves increasing sales of current products in current markets through tactics like developing demand or gaining market share. Market development means introducing current products into new markets, such as new customer segments, distribution channels, or geographic regions. Product development grows the business through new products for current markets. Diversification targets new markets with new products and carries the highest risk. The Ansoff Matrix provides a framework for companies to determine strategic growth direction.

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    Penetración de Mercado Desarrollo de Producto

    Uploaded by

    DaNielCasTillo
    59 views3 pages
    The document discusses the Ansoff Matrix, which outlines four strategies for business growth: market penetration, market development, product development, and diversification. Market penetration involves increasing sales of current products in current markets through tactics like developing demand or gaining market share. Market development means introducing current products into new markets, such as new customer segments, distribution channels, or geographic regions. Product development grows the business through new products for current markets. Diversification targets new markets with new products and carries the highest risk. The Ansoff Matrix provides a framework for companies to determine strategic growth direction.

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    matriz

    Original Title

    Matriz Ansoff

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    The document discusses the Ansoff Matrix, which outlines four strategies for business growth: market penetration, market development, product development, and diversification. Market penetration involves increasing sales of current products in current markets through tactics like developing demand or gaining market share. Market development means introducing current products into new markets, such as new customer segments, distribution channels, or geographic regions. Product development grows the business through new products for current markets. Diversification targets new markets with new products and carries the highest risk. The Ansoff Matrix provides a framework for companies to determine strategic growth direction.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    59 views3 pages

    Penetración de Mercado Desarrollo de Producto

    Uploaded by

    DaNielCasTillo
    The document discusses the Ansoff Matrix, which outlines four strategies for business growth: market penetration, market development, product development, and diversification. Market penetration involves increasing sales of current products in current markets through tactics like developing demand or gaining market share. Market development means introducing current products into new markets, such as new customer segments, distribution channels, or geographic regions. Product development grows the business through new products for current markets. Diversification targets new markets with new products and carries the highest risk. The Ansoff Matrix provides a framework for companies to determine strategic growth direction.

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    of 3

    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

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