Ansoff’s Matrix is often criticized for being too simplistic as it doesn’t taken into consideration the external environment
Its main focus tends to be market potential rather then the resources required by the firm to support its chosen strategy
The Matrix outlines strategies for growth so its usefulness will be very limited to a firm whose objective is survival
There is no guarantee of success even if a firm follows a particular strategy
Any decision taken regarding a particular strategy is still subjective therefore increasing the risk of bias by management personnel
Information relating to future growth will be based on forecasts regardless of which strategy the firm chooses and this is a further risk
Ansoff’s Matrix only tells part of a story so it is necessary for other decision-making tools to be used in conjunction with it so an informed decision can be made by management