Product and Markets Theory Igor Ansoff Matrix The four P’s is a marketing model that was created by Igor Ansoff from Harvard. Ansoff matrix is deemed one of strategic thinking the pillars , its decision-making process division between strategic focus on products and markets and managerial allocation of resources and systems and operational budget preparation and implementation.
It also put forward strategy intellectual core principals represented by product , market size , growth sectors , competitive advantages , decline analysis , ability , mixing, ,market instability and indicators of risk alarming (Pleshko, 2008). According to (McCarthy, 2000) Ansoff model includes four strategies to deal with market opportunities and utilize the same based on product / Market Matrix as is shown in Figure (1) as follows:
