The , also known as the Product/Market Expansion Grid, has been a staple of strategic planning since Igor Ansoff first introduced it in the Harvard Business Review in 1957. Despite its age, it remains one of the most effective tools for leaders looking to identify their next stage of growth.
Are you analyzing the entire company or just one product line? The matrix is best applied to specific business units rather than a broad conglomerate. ansoff
Here is a comprehensive guide to the Ansoff Matrix. The , also known as the Product/Market Expansion
| | | New Markets | | :--- | :--- | :--- | | Existing Products | 1. Market Penetration (Lowest risk) | 2. Market Development (Medium risk) | | New Products | 3. Product Development (Medium risk) | 4. Diversification (Highest risk) | The matrix is best applied to specific business
Exporting to a new country, targeting a different age group, or moving from B2B (business-to-business) to B2C (business-to-consumer).
