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Anshoff's Product market expansion grid model

THIS IS AN EXAMPLE OF HOW ANSHOFF'S MODEL CAN BE USED IN FAST FOOD INDUSTRY

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Anshoff's Product market expansion grid model

  1. 1. Presented By: Satyajeet Mishra Roll : 25
  2. 2. INTRODUCTION Anshoff’s Product Market Expansion Grid Model
  3. 3. Existing Market + Existing Product = Market Penetration This growth strategy uses current products and current markets with the goal to increase market share. This targets non-buying customers in currently targeted segments. It also targets new customers in new segments in order to expand the potential market. New Market + Existing Product = Market Development
  4. 4. Existing Market + New Product = Product Development It is a process that has two parallel paths: one involves the idea generation, product design, and detail engineering; the other involves market research and marketing analysis. Diversification seeks to increase profitability through greater sales volume obtained from new products and new markets. New Market + New Product = Diversification

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