ANSOFF Matrix, Environment, and Growth- An Interactive Triangle

Abstract

The basic purpose of the research paper is to investigate the impact of growth strategies suggested by Ansoff on firm’s growth and moderating effect of market environment in fast food sector of Pakistan. Results revealed that all Ansoff growth strategies significantly contribute in firm’s growth except diversification. Moreover, market environment do not moderate relationship between firm’s growth and any of Ansoff growth strategies except market penetration. It is recommended that firm should avoid diversifying its business because it may reduce their growth. It is also recommended that firm should consider market environment before penetrating in market so that changes in customers’ requirements may be fulfilled perfectly. It would definitely help firms to soar its growth.

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