Developed by Igor Ansoff in 1957, this matrix helps businesses decide by weighing the risk of selling existing or new products in existing or new markets.
At its core, the Ansoff Matrix is a 2x2 framework that helps businesses determine their product and market growth strategy. It evaluates risk by comparing (what you sell) against Markets (who you sell to), categorizing them as either "Existing" or "New."
Where are you currently? Are you a dominant player (Penetration focus) or a niche player?
However, the Ansoff Matrix also has some limitations:
Here is a deep dive into how the matrix works, its four core strategies, and how to apply it today. What is the Ansoff Matrix?
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