hi in today's video on questo's channel we will say a few words about the ants of matrix today you will learn what is the answer of matrix and when it can be helpful for the enterprise what strategies are included in the ants of matrix and how those strategies change over time without too much talk let's move on to the specifics in 1957 harry igel ansef developed a theory that helps companies devise marketing strategies hence the name and sof matrix how do we use it the first step is to analyze the way a company operates and
assess which products can be successfully developed further and which are becoming unprofitable and should be withdrawn then we assess the possibilities of developing new products and the chances of successfully introducing them to the market the ants of matrix is based on two factors product and market these factors are juxtaposed resulting in four possible scenarios market penetration market development product development and diversification we will now introduce you to each of these strategies the first option is the market penetration strategy it is used when a company can develop on the existing markets by offering the products it
has at the moment in this case sales and promotional activities are most often intensified in order to reach new customers while simultaneously increasing the sale of the goods among the present customers sometimes minor visual changes are applied to refresh the appearance of products or their packaging without drastic changes in the functions and properties according to anserv the second possible strategy is the market development it aims to enter new markets with the existing product it is used by companies that are unable to increase sales in the markets in which they are already present and therefore decide
to sell products on a larger scale in a scenario like this two forms of expansion are available a geographic expansion of the market through the introduction of products from the domestic to international markets in this case it is necessary to adjust the product range to the specificity and needs of the customers in a specific market for example by changing the packaging or name of a product another way is to enter new market segments by reaching new target groups for promotional activities and brand repositioning the third strategy developed by anserv is product development as with the
previous strategy it is used when a product cannot develop further on the current market this time however the strategy assumes that the company will not expand the distribution nor intensify the promotion of its product range but will work on introducing a completely new or heavily modernized product it aims for changes that could arise interest among the current recipients the last most costly and time-consuming option is the divisification strategy it consists in offering products on new markets resulting in the highest possible degree of expansion there are three types of diversification horizontal developing new products for new
markets with the help of the currently possessed technologies vertical partially or completely taken over the role of suppliers or manufacturers of materials needed for the production of the goods and thus offering new quality of the products or lateral introducing completely new products for markets that are unrelated to the company's profile and require different know-how when looking at the strategies from the answer matrix we should consider changes that may happen over time after a few weeks months or years it may turn out that the previously adapted strategy may no longer be appropriate and should be changed
this is reflected in the so-called z strategy which got its name from the movement along the matrix in the shape of the letter z it suggests that during the course of its development an enterprise should ideally move through every single element of the ants of matrix so beginning with market penetration than going through market development then product development and finally ending with diversification to sum up today's video we've learned that the ants of matrix is one of the most popular ways of determining strategic directions regarding products and markets it includes four possible scenarios market penetration
market development product development and diversification over time an enterprise should go through each individual element of the matrix which is reflected in the z strategy we hope that the answer matrix is now clear to you already now we would like to invite you to watch our future videos so be sure to subscribe not to miss any of them see you soon you
