Ansoff Matrix

Ansoff Matrix

1. Market Penetration

   • Developing or finding new products to take you your existing marktet(s)
     • This is fine if there is plenty of market share to be had at the expense of your competitors

2. Product Development

   • Developing your sales of existing products to your existing markets
     • This is an attractive strategy if you have strong market share in a particular market

3. Market Development

   • Developing new markets for your existing Products
     • it helps you stay reasonably close to the markets you know and which know you

4. Diversification

   • Taking new Products into new markets.
     • This is High risk - not only do you not know the products, but neither do you know the markets