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Strategy Tools: The Ansoff Matrix

Strategy Tools: The Ansoff Matrix

The Ansoff Matrix is a strategic-planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future growth. It is named after Russian American Igor Ansoff, who came up with the concept. Ansoff suggested that there were effectively only two approaches to developing a growth strategy; through varying what is sold (product growth) and who it is sold to (market growth).

“When we are in peak, we make a ton of money, as soon as we make a ton of money, we are desperately looking for ways to spend it. And we diversify into areas that, frankly, we don’t know how to run very well,” mused Bill Ford, great grandson of Henry. Ford’s story is neither unique nor new and companies often choose sub-optimal growth paths.

Igor Ansoff created the product / market matrix to illustrate the inherent risks in four generic growth strategies:

  1. Market penetration / consumption – the firm seeks to achieve growth with existing products in their current market segments, aiming to increase market share.
  2. Market development – the firm seeks growth by pushing its existing products into new market segments.
  3. Product development – the firm develops new products targeted to its existing market segments.
  4. Diversification – the firm grows by developing new products for new markets.

Ansoff’s Matrix
Ansoff's Matrix

Selecting a Product-Market growth strategy

Market penetration / consumption

Market penetration and consumption covers products that are existent in an existing market. In this strategy, there can be further exploitation of the products without necessarily changing the product or the outlook of the product. This will be possible through the use of promotional methods, putting various pricing policies that may attract more clientele, or one can make the distribution more extensive.

Market penetration or consumption can also be increased is by coming up with various initiatives that will encourage increased usage of the product. A good example is the usage of toothpaste. Research has shown that the toothbrush head influences the amount of toothpaste that one will use. Thus if the head of the toothbrush is bigger it will mean that more toothpaste will be used thus promoting the usage of the toothpaste and eventually leading to more purchase of the toothpaste.

In market penetration / consumption, the risk involved is usually the least since the products are already familiar to the consumers and so is the established market.

Market development

In this strategy, the business sells its existing products to new markets. This can be made possible through further market segmentation to aid in identifying a new clientele base. This strategy assumes that the existing markets have been fully exploited thus the need to venture into new markets. There are various approaches to this strategy, which include: new geographical markets, new distribution channels, new product packaging, and different pricing policies.

Going into new geographies could involve launching the product in a completely different market. A good example is Guinness. This beer had originally been made to be sold in countries that have a colder climate, but now it is also being sold in African countries.

New distribution channels could entail selling the products via e-commerce or mail order. Selling through e-commerce may capture a larger clientele base since we are in a digital era where most people access the internet often. In new product packaging, it means repacking the product in another method or dimension. That way it may attract a different customer base. In different pricing policies, the business could change its prices so as to attract a different customer base or create a new market segment.

Product development

With a product-development growth strategy, a new product is introduced into existing markets. Product development can be from the introduction of a new product in an existing market or it can involve the modification of an existing product. By modifying the product one could change its outlook or presentation, increase the product’s performance or quality. By doing so, it can be more appealing to the existing market. A good example is car manufacturers who offer a range of car parts so as to target the car owners in purchasing additional products.

Diversification

This growth strategy involves an organisation marketing or selling new products to new markets at the same time. It is the most risky strategy as it involves two unknowns:

  • New products are being created and the business does not know the development problems that may occur in the process.
  • There is also the fact that there is a new market being targeted, which will bring the problem of having unknown characteristics.

For a business to take a step into diversification, they need to have their facts right regarding what it expects to gain from the strategy and have a clear assessment of the risks involved. There are two types of diversification – related diversification and unrelated diversification.

In related diversification, the business remains in the same industry in which it is currently operating. For example, a cake manufacturer diversifies into fresh-juice manufacturing. This diversification is within the food industry.

In unrelated diversification, there are usually no previous industry relations or market experiences. One can diversify from a food industry into the personal-care industry. A good example of the unrelated diversification is Richard Branson. He took advantage of the Virgin brand and diversified into various fields such as entertainment, air and rail travel, foods, etc.

Conclusion

The Ansoff matrix gives managers a framework for surveying all the initiatives the business has under way – how many are being pursued in each realm and how much investment is going to each type, and also allows managers to understand the risks and thus probability of success of each initiative.

To use the tool effectively, a company may take its sales initiatives for the next 3-5 years and place them in each of the quadrants in the matrix and analyse which quadrant shows the greatest uplift in sales. If it is in existing products to existing or new markets, or new products to existing products, there should be no cause for alarm. If it is in the new products to new markets quadrant, then this will require a greater effort at greater risk.

Companies that focus on the three quadrants other than diversification find more success as these strategies are built on familiar skills in production, purchasing, sales and marketing. An HBR study found that companies that invested 70% of their resources in core operations i.e. the market penetration quadrant, out-performed those that did not.

A diversification strategy operates in a higher plane of risk than the other three strategies. Superficially attractive and practiced by many companies, it is distracting and absorbs a disproportionately high proportion of managerial and engineering resources due to the lack of familiarity with the new venture.

Sources

  1. Evans, V – “25 need-to-know strategy tools” – FT Publishing – 2014
  2. Anonymous – “Ansoff Matrix” – Strategic Management – Quick MBA – http://www.quickmba.com/strategy/matrix/ansoff/
  3. Anonymous – “What is the Ansoff matrix?” – http://www.ansoffmatrix.com/
  4. https://en.wikipedia.org/wiki/Ansoff_Matrix
  5. Nagji, B; Tuff, G – “Managing Your Innovation Portfolio” – Harvard Business Review – 2012 – https://hbr.org/2012/05/managing-your-innovation-portfolio
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Fast Facts

South African retailers have maintained flat margins on lamb and seen declining margins on beef

South African retailers have maintained flat margins on lamb and seen declining margins on beef

  • Beef producers’ share of retail prices has increased from 43% to 45% from 2000 to 2013 while lamb producers’ share has decreased from 55% to 53%
  • Lamb prices have escalated above other meat prices as producers have passed on supplier increases
    • Retailers have been unwilling to cushion these increases
  • Retailers have cushioned an increase in beef producer prices and taken smaller margins
    • Retail prices of beef have risen at a slower rate than producer prices
  • Beef consumption is growing with the rise of the middle class while lamb consumption is declining
  • Demand for beef is higher than lamb due to affordability
    • Retailers are willing to take less margin on beef in order to maintain foot traffic through their stores
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Selected News

Quote: Sholto Douglas – Anthropic

Quote: Sholto Douglas – Anthropic

“People have said we’re hitting a plateau every month for three years… I look at how models are produced and every part could be improved. The training pipeline is primitive, held together by duct tape, best efforts, and late nights. There’s so much room to grow everywhere.” – Sholto Douglas – Anthropic

Sholto Douglas made the statement during a major public podcast interview in October 2025, coinciding with Anthropic’s release of Claude Sonnet 4.5—at the time, the world’s strongest and most “agentic” AI coding model. The comment specifically rebuts repeated industry and media assertions that large AI models have reached a ceiling or are slowing in progress. Douglas argues the opposite: that the field is in a phase of accelerating advancement, driven both by transformative hardware investment (“compute super-cycle”), new algorithmic techniques (particularly reinforcement learning and test-time compute), and the persistent “primitive” state of today’s AI engineering infrastructure.

He draws an analogy with early-stage, improvisational systems: the models are held together “by duct tape, best efforts, and late nights,” making clear that immense headroom for improvement remains at every level, from training data pipelines and distributed infrastructure to model architecture and reward design. As a result, every new benchmark and capability reveals further unrealised opportunity, with measurable progress charted month after month.

Douglas’s deeper implication is that claims of a plateau often arise from surface-level analysis or the “saturation” of public benchmarks, not from a rigorous understanding of what is technically possible or how much scale remains untapped across the technical stack.

Sholto Douglas: Career Trajectory and Perspective

Sholto Douglas is a leading member of Anthropic’s technical staff, focused on scaling reinforcement learning and agentic AI. His unconventional journey illustrates both the new talent paradigm and the nature of breakthrough AI research today:

  • Early Life and Mentorship: Douglas grew up in Australia, where he benefited from unusually strong academic and athletic mentorship. His mother, an accomplished physician frustrated by systemic barriers, instilled discipline and a systemic approach; his Olympic-level fencing coach provided a first-hand experience of how repeated, directed effort leads to world-class performance.
  • Academic Formation: He studied computer science and robotics as an undergraduate, with a focus on practical experimentation and a global mindset. A turning point was reading the “scaling hypothesis” for AGI, convincing him that progress on artificial general intelligence was feasible within a decade—and worth devoting his career to.
  • Independent Innovation: As a student, Douglas built “bedroom-scale” foundation models for robotics, working independently on large-scale data collection, simulation, and early adoption of transformer-based methods. This entrepreneurial approach—demonstrating initiative and technical depth without formal institutional backing—proved decisive.
  • Google (Gemini and DeepMind): His independent work brought him to Google, where he joined just before the release of ChatGPT, in time to witness and help drive the rapid unification and acceleration of Google’s AI efforts (Gemini, Brain, DeepMind). He co-designed new inference infrastructure that reduced costs and worked at the intersection of large-scale learning, reinforcement learning, and applied reasoning.
  • Anthropic (from 2025): Drawn by Anthropic’s focus on measurable, near-term economic impact and deep alignment work, Douglas joined to lead and scale reinforcement learning research—helping push the capability frontier for agentic models. He values a culture where every contributor understands and can articulate how their work advances both capability and safety in AI.

Douglas is distinctive for his advocacy of “taste” in AI research, favouring mechanistic understanding and simplicity over clever domain-specific tricks—a direct homage to Richard Sutton’s “bitter lesson.” This perspective shapes his belief that the greatest advances will come not from hiding complexity with hand-crafted heuristics, but from scaling general algorithms and rigorous feedback loops.

 

Intellectual and Scientific Context: The ‘Plateau’ Debate and Leading Theorists

The debate around the so-called “AI plateau” is best understood against the backdrop of core advances and recurring philosophical arguments in machine learning.

The “Bitter Lesson” and Richard Sutton

  • Richard Sutton (University of Alberta, DeepMind), one of the founding figures in reinforcement learning, crystallised the field’s “bitter lesson”: that general, scalable methods powered by increased compute will eventually outperform more elegant, hand-crafted, domain-specific approaches.
  • In practical terms, this means that the field’s recent leaps—from vision to language to coding—are powered less by clever new inductive biases, and more by architectural simplicity plus massive compute and data. Sutton has also maintained that real progress in AI will come from reinforcement learning with minimal task-specific assumptions and maximal data, computation, and feedback.

Yann LeCun and Alternative Paradigms

  • Yann LeCun (Meta, NYU), a pioneer of deep learning, has maintained that the transformer paradigm is limited and that fundamentally novel architectures are necessary for human-like reasoning and autonomy. He argues that unsupervised/self-supervised learning and new world-modelling approaches will be required.
  • LeCun’s disagreement with Sutton’s “bitter lesson” centres on the claim that scaling is not the final answer: new representation learning, memory, and planning mechanisms will be needed to reach AGI.

Shane Legg, Demis Hassabis, and DeepMind

  • DeepMind’s approach has historically been “science-first,” tackling a broad swathe of human intelligence challenges (AlphaGo, AlphaFold, science AI), promoting a research culture that takes long-horizon bets on new architectures (memory-augmented neural networks, world models, differentiable reasoning).
  • Demis Hassabis and Shane Legg (DeepMind co-founders) have advocated for testing a diversity of approaches, believing that the path to AGI is not yet clear—though they too acknowledge the value of massive scale and reinforcement learning.

The Scaling Hypothesis: GW’s Essay and the Modern Era

  • The so-called “scaling hypothesis”—the idea that simply making models larger and providing more compute and data will continue yielding improvements—has become the default “bet” for Anthropic, OpenAI, and others. Douglas refers directly to this intellectual lineage as the critical “hinge” moment that set his trajectory.
  • This hypothesis is now being extended into new areas, including agentic systems where long context, verification, memory, and reinforcement learning allow models to reliably pursue complex, multi-step goals semi-autonomously.
 

Summing Up: The Current Frontier

Today, researchers like Douglas are moving beyond the original transformer pre-training paradigm, leveraging multi-axis scaling (pre-training, RL, test-time compute), richer reward systems, and continuous experimentation to drive model capabilities in coding, digital productivity, and emerging physical domains (robotics and manipulation).

Douglas’s quote epitomises the view that not only has performance not plateaued—every “limitation” encountered is a signpost for further exponential improvement. The modest, “patchwork” nature of current AI infrastructure is a competitive advantage: it means there is vast room for optimisation, iteration, and compounding gains in capability.

As the field races into a new era of agentic AI and economic impact, his perspective serves as a grounded, inside-out refutation of technological pessimism and a call to action grounded in both technical understanding and relentless ambition.

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