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安索夫矩阵给出了产品和市场需要选择一个组织。在此市场可能被定义为客户和产品作为商品卖给客户(林奇,2003)。安索夫矩阵在一些文本中也称为市场/产品矩阵。一些文本参考市场选择矩阵,其中包括组织检查选项应从更广泛的角度来看,市场选择矩阵不同于安索夫矩阵,它不仅介绍了期权的推出新产品,进入新市场,也涉及到退出的可能性，并且探索某些市场和进入不相关的市场(林奇,2003)。安索夫矩阵是一个有用的框架,用于查看可能的策略来减少之间的差距,该公司可能没有改变战略。

The article focuses on the main aspects of Ansoff analysis. The four strategic options entailed in the Ansoff matrix are discussed along with the risks inherent with each option. The article includes tips for students and analysts on how to write a good Ansoff analysis for a firm. Moreover, sources of findings information for Ansoff analysis have been discussed. The limitations of Ansoff analysis as a strategic model have also been discussed.

The Ansoff matrix presents the product and market choices available to an organisation. Herein markets may be defined as customers, and products as items sold to customers (Lynch, 2003). The Ansoff matrix is also referred to as the market/product matrix in some texts. Some texts refer to the market options matrix, which involves examining the options available to the organisation from a broader perspective. The market options matrix is different from Ansoff matrix in the sense that it not only presents the options of launching new products and moving into new markets, but also involves exploration of possibilities of withdrawing from certain markets and moving into unrelated markets (Lynch, 2003). Ansoff matrix is a useful framework for looking at possible strategies to reduce the gap between where the company may be without a change in strategy and where the company aspires to be (Proctor, 1997).

The well known tool of Ansoff matrix was published first in the Harvard Business Review (Ansoff, 1957). It was consequently published in Ansoff's book on ‘Corporate Strategy' in 1965 (Kippenberger, 1988). Organisations have to choose between the options that are available to them, and in the simplest form, organisations make the choice between for example, taking an option and not taking it. Choice is at the heart of the strategy formulation process for if there were no choices, there will be little need to think about strategy. According to Macmillan et al (2000), “choice and strategic choice refer to the process of selecting one option for implementation.” Organisations in their usual course exercise the option relating to which products or services they may offer in which markets (Macmillan et al, 2000).

The Ansoff matrix provides the basis for an organisation's objective setting process and sets the foundation of directional policy for its future (Bennett, 1994). The Ansoff matrix is used as a model for setting objectives along with other models like Porter matrix, BCG, DPM matrix and Gap analysis etc. The Ansoff matrix is also used in Marketing audits (Li et al, 1999). The Ansoff matrix entails four possible product/market combinations: Market penetration, product development, market development and diversification (Ansoff 1957, 1989). The four strategies entailed in the matrix are elaborated below.

Market penetration occurs when a company penetrates a market with its current products. It is important to note that the market penetration strategy begins with the e本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。