Ansoff Matrix

Strategic Options for Growth

CONCEPTS CATEGORY BLOGS

7/2/20251 min read

The Ansoff Matrix outlines four strategic growth paths:

  1. Market Penetration: Sell more to current customers.

  2. Product Development: Launch new products in existing markets.

  3. Market Development: Enter new markets with existing products.

  4. Diversification: New products in new markets – the riskiest path.

It helps decision-makers evaluate risk vs reward in growth strategies. The Ansoff Matrix is a staple in corporate planning and expansion strategies.