Ansoffs Matrix

Use the best management tools to increase the market share and maximize profits

In the field of management, we have several methods- to analyze the performance of employees, to find the impact of a particular marketing strategy on the success of the business, the effect of advertisement on sale and many more. Among all these tools, the most important one is the Ansoff matrix which is used for market development for various products and services. The Ansoff Matrix is a very handy management tool as it provides four different growth strategies for the success of the business.

Four strategies of Ansoff matrix-

Market Penetration-

It is the first and very basic strategy of Ansoff matrix. It is used for the existing customer base. In the market penetration, the sale of the product is increased. In this method, the manager focuses on all sections of society and tries to reach the maximum population.

Market development-

If you are coming up with a new product then first you need to develop the market for your product. It is the most important strategy of Ansoff Matrix, which helps in the development of the market for your new launch.

Product development-

When an organization develops a new product for the existing customer base then this strategy of Ansoff Matrix is used.


Diversification is the fourth strategy of the Ansoff Matrix. It is basically the segmentation of business into a number of sub-branches.

Why it is essential?

Ansoff Matrix is essential for strategic marketing planning. In the strategic planning, Ansoff matrix can be applied to find out opportunities, which can lead to the growth and increase the revenue for a business. It provides different strategies through which we can develop new products and services or even acquire new markets also.

Ansoff Matrix is also known as the Product-Market Matrix. It focuses on market capture by a product. It is one of the most widely used marketing models. It is primarily used to evaluate opportunities for corporate. It helps in increasing sales by suggesting alternative permutations and combinations for new markets for various products and services.