Ansoff Matrix

Definition: the Ansoff Matrix is a business and corporate strategy model that describes 4 possible business growth strategies placed on 2 axes: products and markets. This why it is also called product market matrix or product market grid.
The 4 strategies in the AM are:
- Market Penetration (sell current product in current market)
- Market Development (sell current product in new market)
- Product Development (sell new product in current market)
- Diversification (sell new product in new market)

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