Management & Strategy

Ansoff Matrix

By April 12, 2023No Comments

What is the Ansoff Matrix?

The Ansoff Matrix is a business strategy framework that helps companies to identify new opportunities for growth. It was developed by Igor Ansoff, a Russian-American mathematician, and business theorist in 1957.

The matrix has two axes: Products (Existing Products & New Products) and Markets (Existing Markets & New Markets). The intersection of these two axes forms four different strategies.

Ansoff Matrix Template


  1. Market Penetration: This strategy involves selling more existing products in existing markets. Market Penetration is a low-risk strategy that is suitable for companies that are looking to increase their market share in existing markets.
  2. Market Development: This strategy involves introducing existing products to new markets. Market Development is a higher-risk strategy that requires companies to enter new markets.
  3. Product Development: This strategy involves creating new products for existing markets. Product Development is also a higher-risk strategy that requires companies to invest in research and development to create new products.
  4. Diversification: This strategy involves creating new products for new markets. Diversification is the highest-risk strategy as it involves creating new products for new markets.

Companies can use the Ansoff Matrix to assess their current position and determine which strategy is the best fit for their business. This framework helps companies to identify potential risks associated with each strategy and determine the best course of action.

By using the matrix, companies can develop a growth strategy that aligns with their resources, capabilities, and objectives. In the rest of this article, we’ll learn to understand the Ansoff Matrix in greater detail and go over real company examples.

Ansoff Matrix Template

Here’s a PowerPoint Ansoff Matrix template that you can download.

Market Penetration

Market Penetration is a growth strategy where companies focus on increasing sales of existing products in current markets. Companies can achieve this through the following tactics.

  1. Pricing: Adjust their pricing strategy to make products more affordable.
  2. Promotion: Increase their marketing efforts to create more brand awareness.
  3. Distribution: Expand distribution channels to reach more customers.
  4. Experience: Improve customer service to enhance customer satisfaction and loyalty.
  5. Product: Enhance the product features or add new product lines to meet customer needs and preferences.

By implementing these tactics, companies can drive more sales and capture a larger share of the market. This approach is often less risky than pursuing new products or new markets, as the company is building on its existing strengths and market presence.

Market Penetration can be especially useful for companies that have a strong brand, a loyal customer base, and established distribution channels. By improving these elements, the company can attract new customers and retain existing ones. However, it is important for companies to carefully analyze their pricing, marketing, and distribution strategies to ensure that they are maximizing their potential for growth.

One example of a company that implemented the Market Penetration strategy is McDonald’s. McDonald’s increased its market share by opening more restaurants in existing markets, expanding menu offerings, and promoting heavily through advertising campaigns. By targeting new and existing customers with discounts, meal deals, and promotions, McDonald’s has successfully increased sales and profits. It also continuously evaluates and adjusts pricing strategy to remain competitive in the market. For example, it introduced the Dollar Menu to attract price-sensitive customers while also offering premium items to cater to those looking for higher-end options. McDonald’s successful implementation of the Market Penetration strategy contributed to its status as one of the world’s most recognized fast-food chains.

Market Development

Market Development is a strategy that involves selling existing products to new markets. It is one of the four growth strategies identified by the Ansoff Matrix. Companies can use this strategy to expand their customer base and increase their revenue. To achieve Market Development, companies can consider the following tactics.

  1. New Geographical Markets: Companies can expand into new geographical regions to reach new customers. This can involve setting up new sales channels or partnering with local distributors.
  2. New Demographic Segments: Companies can focus on reaching new demographic groups by adapting their marketing and messaging to specific age groups, ethnicities, or other demographic factors.
  3. New Market Niches: Companies can explore new market niches by adapting their existing products to meet the specific needs of new customer groups.
  4. Expand Distribution Channels: Companies can increase their sales by selling their products through new distribution channels, such as online marketplaces or partnering with other companies to bundle their products.
  5. Modify Product Functions: Companies can modify existing products to better meet the needs of the new market.

One example of a company that implemented the Market Development strategy is Starbucks. They expanded to new markets such as China, India, and Brazil to increase sales revenue. They also introduced new products beyond coffee, such as Teavana tea and Evolution Fresh juices. By doing so, Starbucks was able to reach out to new customers in these markets and increase their overall customer base.

Product Development

Product Development is one of the four strategies in the Ansoff Matrix, which involves developing new products or improving existing ones to cater to the needs of the existing market. This strategy is aimed at expanding the customer base and improving the product range.

To implement the Product Development strategy, a company needs to focus on research and development, design, and marketing. The company needs to identify new product opportunities and conduct market research to understand customer needs and preferences. This helps the company to identify gaps in the market and develop products that fill those gaps.

A company can also use the following approaches to implement the Product Development strategy.

  1. Develop Products that Complement Existing Ones: A company can develop products that complement its existing products. This can help to increase customer loyalty and sales.
  2. Improve Existing Products: A company can improve its existing products by adding new features or upgrading them. This can help to attract new customers and retain existing ones.
  3. Introduce New Products: A company can introduce completely new products that cater to the needs of the existing market. This can help to expand the customer base and increase sales.

One example of a company that implemented the Product Development strategy is Apple. In 2007, it released the first iPhone, which significantly deviated from its usual focus on personal computers and iPods. After the success of the iPhone, Apple continued to innovate with the release of the iPad in 2010. This created a new market for tablet devices. The company also continued to improve upon existing products, releasing new features and designs. Through its focus on product development, Apple was able to continuously provide consumers with new and innovative products. This strategy has been a key driver of Apple’s success and growth.


Diversification is one of the four strategies in the Ansoff Matrix. It involves introducing a new product or service in a new market. Diversification can be risky, but can also be a way for a company to grow and increase profitability.

There are two types of diversification: Related and Unrelated.

Related Diversification involves introducing a new product or service related to the company’s existing products or services. This helps a company leverage its existing brand, customer base, and distribution channels. For example, a clothing company that introduces a line of accessories can leverage its existing brand recognition and customer base to increase sales.

Unrelated Diversification involves introducing a new product or service not related to the company’s existing products or services. Unrelated diversification can be riskier, but can also lead to greater rewards. For example, a food company that enters the pet food market can potentially tap into a new and growing market.

Companies can also achieve Diversification through mergers and acquisitions. This allows a company to quickly enter a new market and gain access to new products or services. Our courses at Lumovest teach you how to perform in-depth M&A analysis to support this business strategy.

Google is a great example of a company that implemented Diversification strategy. Initially, it started as a search engine company. However, it diversified into other areas such as email services, mobile operating systems, and smart home technology. Google also invested in startups and acquired companies such as YouTube, Nest, and Android to further diversify its offerings. This allowed Google to expand its market reach and tap into new revenue streams while also reducing its reliance on any one product or service. Through Diversification, Google became one of the world’s largest technology companies, with a diverse portfolio of products and services.

Ansoff Matrix Example

Let’s take the example of Amazon and see how it used the Ansoff Matrix to design growth strategy.

Market Penetration: Amazon has implemented this strategy by increasing its market share through competitive pricing, Amazon Prime membership, and customer service. The company has also expanded its product line to include groceries, electronics, and other consumer goods. Amazon has also increased its online presence through digital marketing and social media campaigns.

Market Development: Amazon expanded into new geographical markets by opening online stores in different countries. Amazon India and Amazon China are examples of this strategy. The company also launched Amazon Business, which caters to small and large businesses, to expand its reach in the B2B market.

Product Development: Amazon constantly adds new features and products to its existing portfolio. Amazon Alexa and Amazon Go are some examples of innovative products the company has developed. The company has also expanded into the entertainment industry with Amazon Prime Video and Amazon Music.

Diversification: Amazon has diversified into new markets with the acquisition of Whole Foods, Ring, Twitch, and other companies. These acquisitions have allowed Amazon to expand its business beyond e-commerce and into new industries.

Ansoff Matrix Advantages and Disadvantages

Ansoff Matrix is a widely used tool for strategic planning, but it also has its advantages and disadvantages.


  1. Helps Identify Growth Opportunities: The Ansoff Matrix helps companies to identify growth opportunities and make informed decisions about where to invest their resources.
  2. Provides a Structured Approach: The matrix provides a structured approach to strategic planning, making it easier for companies to develop and implement growth strategies.
  3. Assists in Risk Assessment: The matrix enables companies to assess the risks associated with different growth strategies and make more informed decisions.
  4. Enhances Communication and Collaboration: The matrix facilitates communication and collaboration among team members by providing a common language for discussing growth strategies.


  1. Limited Perspective: The Ansoff Matrix focuses solely on product and market factors, neglecting other important factors like competition, technology, and customer behavior.
  2. Ignores External Factors: The matrix ignores external factors like economic conditions, political environment, and social trends, which can have a significant impact on business growth.
  3. Simplistic Approach: The matrix oversimplifies the complexity of strategic planning and may not be suitable for all companies.
  4. Lacks Quantitative Analysis: The matrix does not incorporate quantitative analysis, making it difficult to measure the effectiveness of growth strategies.

While the Ansoff Matrix can be a useful tool for strategic planning, it should be used in conjunction with other tools and approaches to develop a comprehensive growth strategy.

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