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6481 01 Ansoff Growth Matrix

The Ansoff Growth Matrix outlines four strategies for business growth: Market Penetration, Product Development, Market Development, and Diversification. Market Penetration involves selling more of the existing products to existing customers and carries the lowest risk. Product Development involves selling new products to existing customers and has medium risk. Market Development involves selling existing products to new customer types and also has medium risk. Diversification involves selling new products to new customer types and carries the highest risk.

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0% found this document useful (0 votes)

83 views11 pages

6481 01 Ansoff Growth Matrix

The Ansoff Growth Matrix outlines four strategies for business growth: Market Penetration, Product Development, Market Development, and Diversification. Market Penetration involves selling more of the existing products to existing customers and carries the lowest risk. Product Development involves selling new products to existing customers and has medium risk. Market Development involves selling existing products to new customer types and also has medium risk. Diversification involves selling new products to new customer types and carries the highest risk.

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Ansoff Growth Matrix

Market Product
Penetration Development

Present
Market
Selling more of the same to Selling new products to
the same types of people Lowest Medium existing customers
Risk Risk

Market Diversification
Market
Future
Development Selling new products to new
Medium Highest
Selling the existing products consumer
Risk Risk
to new types of consumer

Product Product
Present Future
Ansoff Growth Matrix

Present Market Penetration

Market

Lowest Medium Selling more of the same to the

Risk Risk same types of people
Market
Future

Medium Highest
Risk Risk

Product Product
Present Future
Ansoff Growth Matrix

Present Market Development

Market

Lowest Medium Selling the existing products to

Risk Risk new types of consumer
Market
Future

Medium Highest
Risk Risk

Product Product
Present Future
Ansoff Growth Matrix

Present Diversification
Market

Lowest Medium Selling new products to new

Risk Risk consumer
Market
Future

Medium Highest
Risk Risk

Product Product
Present Future
Ansoff Growth Matrix

Present Market Penetration

Market

Lowest Medium Selling the existing products to

Risk Risk new types of consumer
Market
Future

Medium Highest
Risk Risk

Product Product
Present Future
Ansoff Growth Matrix

Market Penetration Product Development

Present Selling more of the same to Selling new products to

the same types of people existing customers
Market

Market Development Diversification

Future

Selling the existing Selling new products to

products to new types of new consumer
consumer

Present Future

Product
Ansoff Growth Matrix
Product
Present Future

Market Penetration Product Development

Present
Selling more of the same to Selling new products to
the same types of people existing customers
Market

Market Development Diversification

Future

Selling the existing Selling new products to

products to new types of new consumer
consumer
Ansoff Growth Matrix

Market Product
Penetration: Development:

Present
Market
Selling more of the same to Selling new products to
the same types of people Lowest Lowest existing customers
Risk Risk

Market Diversification:
Market
Future
Development: Selling new products to new
Lowest Lowest
Selling the existing products consumer
Risk Risk
to new types of consumer

Product Product
Present Future
Ansoff Growth Matrix
Product
Present Future

Market Penetration Product Development

Present
Selling more of the same to Selling new products to
the same types of people existing customers
Market

Market Development Diversification

Future

Selling the existing Selling new products to

products to new types of new consumer
consumer
Ansoff Growth Matrix

Market Penetration Product Development

Present
Selling more of the same to Selling new products to
the same types of people existing customers
Market

Market Development Diversification

Future

Selling the existing Selling new products to

products to new types of new consumer
consumer

Present Future

Product

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