The Product/Market Expansion Grid (better known as the Ansoff Matrix) is a tool for identifying a company’s growth opportunities through four basic strategies that combine current/new products with current/new markets.
The four strategies are: 1) Market Penetration (current product, current market); 2) Market Development (current product, new market); 3) Product Development (new product, current market); and 4) Diversification (new product, new market). The matrix helps companies identify growth paths.
