Ansoff’s Growth Vector Matrix
Ansoff’s (1965) growth vector matrix describes how a combination of an organization’s activities in existing and new markets with existing and new products can lead to growth. It provides a useful framework for thinking about potential strategic options available to an organization. If a gap has been identified as a result of the SWOT analysis the various growth strategies shown in Figure 6.1, provides a good basis for ways to fill the gap.
Figure 6.1 Growth strategies to fill the profits gap
The strategies indicated on the matrix are not the only strategic options available ...
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