Alternatively, if a new product does not necessarily take the firm into a new market, then the combination of new products into new markets does not always equate to diversification, in the sense of venturing into a completely unknown business - which the model, and many subsequent interpretations of the model in textbooks, assumes. In that case, one of the Ansoff quadrants, namely diversification, is redundant. If we assume a new product really is new to the firm, in many cases a new product will simultaneously take the firm into a new, unfamiliar market. Both problems relate to assumptions or interpretations pertaining to newness. Moreover SWOT analysis showed strength and weaknesses of the company where brand name is recognised criicism and criticism being the weakness.

The Ansoff matrix is also used in marketing audits (Li et al, 1999). Therefore strategic management is simply appropriate analysis of the organisation. The Ansoff matrix which is the focus of this work is one of the models alongside others like the Porter matrix, BCG, SWOT, PESTEL, DPM matrix and Gap analysis etc used by marketers to set objectives which assist strategic decision making.

Two logical problems arise from the matrix. Critically evaluate how the Ansoff matrix might be used to assist. Click the PDF icon below to download the eBook from the Online Library.

It portrays growth options as a 2 x 2 matrix of options, with one axis representing products (existing / new) and the representing markets (existing / new). The Ansoff Matrix has been widely taught as part of business education for over 50 years.

Criticism of ansoff matrix pdf