How Ansoff Matrix Can Be Used as a Guide for Marketing a New or Old Product.

How Ansoff Matrix Can Be Used as a Guide for Marketing a New or Old Product.

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Ansoff's matrix provides a very simple but very effective focus for considering different options for growth, and shows whether it is better to find new customers for existing products, offer more products to the existing consumer, or stay with existing products and attempt to gain a greater share of the market.

Each section of Ansoff's matrix shows a strategy which would be used in times with what you are doing. For example this is particularly relevant to Apple. Apple found a new market with an existing product. It decided to sell its laptops to a new market. Instead of promoting the power of the portable Mac to the middle of the road businessman who perhaps only needs a word processor and does not need a powerful laptop so originally it didn't take off. Instead it marketed as to a younger audience who saw it as a stylish yet powerful tool alternative to the laptop which in terms style was old fashioned. When the product was marketed to a different audience it stood out and it proved a very successful move in terms of sale. Another example of Apple's understanding of the matrix was its use of the iPod. The iPod has proved to be very successful due to its diversification. At the time of iPod's release there was nothing on the market that was similar to it in terms of style and capacity of songs. So therefore it was different to both a cd player and minidisk, which at the time were it's nearest rivals, and in this proved a very popular move and although it is a particularly high risk strategy it Apple would have had proven popularity in several different markets. This also applies to the PC market. Although Apple had originally had success in the war against PC's recently there had been much less success and PC had dominated households and businesses. However Apple recently diversified yet again and turned to a very user friendly product called a G5. The G5 leads the world in creating a new product for an old market. The PC market comes into threat because of a G5 which is essentially a touch screen computer without the need of a mouse etc. so it would be very useful in terms of businesses. There would be without the mandatory clicking which is notorious in businesses such as call centers and the G5 is similar in price to a PC yet is much more user friendly and takes much more space.

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As you can see although Ansoff Matrix is admired for its simplicity it does show that many large corporate companies tend to follow it as guide to marketing a new or old product in this case Apple seems to follow the Matrix to the letter in terms of it's needs of developing a market for a new product such as the iPod and tends to be very useful when deciding what sort of product should be aimed at a market segment so it useful but perhaps only to a certain extent. As it is not a definite guide to the market but does show in it's simplicity how and what a product should be marketed at.

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