Ansoff Matrix
Laying out growth options so that none is missed.
Use the idea inside a branch. Never say the name.
Growth options
- Penetration: same products, same markets
- Product development: new products, same markets
- Market development: same products, new markets
- Diversification: new products, new markets
Growth options
Penetration: same products, same markets
Product development: new products, same markets
Market development: same products, new markets
Diversification: new products, new markets
Watch out: Risk rises down the list; diversification needs the strongest reason.
On a case
A Chennai filter-coffee chain wants to grow.
Filter-coffee chain
- Penetration: more outlets in Chennai
- Product: packaged decoction
- Market: open in Mumbai
- Diversification: a breakfast restaurant
Filter-coffee chain
Penetration: more outlets in Chennai
Product: packaged decoction
Market: open in Mumbai
Diversification: a breakfast restaurant