ABSTRACT
This chapter contains ansoff's box; the principles on which it is based; underlying assumptions; guidance on application, and relevant issues; and related models. Particular general growth strategies can be recommended, given particular prevailing product and market states. New products and new markets require different growth strategies from products and markets. New markets are developed for current products. Efforts are directed towards increasing market share. Existing products are developed in some way for current market. Completely new products are developed or acquired. The competitive advantage of the firm and the product must be considered in relation to their market positioning. Synergy should be explored to identify opportunities for the development of complementary, new or existing product-market activities. An organization could apply this model to its product portfolio to determine how the combination of product and market developments might contribute to business growth.
