Business A-Level
Ansoff's Matrix
What Ansoff's Matrix means in Business A-Level, as defined for AQA.
Definition of Ansoff's Matrix
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Reference: AQA
A strategic planning framework developed by Igor Ansoff (1957) that categorises four growth strategies — Market Penetration, Product Development, Market Development, and Diversification — based on whether products and markets are existing or new.
Topics that use Ansoff's Matrix
Related terms
- balanced scorecard
- conflicting objectives
- Corporate Objective
- corporate objectives
- diversification
- external environment
- Functional Coherence
- functional objectives
Using Ansoff's Matrix in the exam
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