 The
Ansoff matrix helps managers devise
product and market growth strategies
 Businesses
must establish if they want to
market their current product in a new
market, or in an existing one. Or, do they
want to market a new product in a new
market or an existing one
Businesses focus
on selling
existing
products in
existing markets.
Try to attract
new customers,
or entice
existing
customers to
buy more often.
RISK: Low
Businesses
market an
existing product
to a new market
segment.
Businesses may
sell product in a
new location, or
may renew the
product by
updating/changin
g packaging.
RISK: Medium
Businesses focus
on selling new
products in
existing markets.
This strategy
uses product
extension and
new product
development.
RISK: Medium
Businesses
market a new
product in a new
market. Allows a
business to
spread its risks,
so that if one
product fails,
they can fall
back on another.
RISK: High
 Complete Worksheet:
Ansoff Matrix
 Glue
this into your
book before you
complete the work!
 a)
Market penetration (Cadbury’s trying
to capture a larger share of the market)
 b)
Product development (new products
by Nissan in an existing market for luxury
cars)