Ansoff matrix – overview, strategies and practical examples

by | Founder knowledge, Glossary, Tools & Tests

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The Ansoff Matrix is a powerful tool for directors and managers to achieve the right growth for their business. At a time when business success is closely linked to the concept of growth, it is crucial to understand the different strategies available. From market penetration to diversification, the Ansoff matrix provides a comprehensive overview of possible ways to maximize growth potential. In this blog post, we will take a closer look at the Ansoff matrix, examine its strategies and present practical examples to help you choose the right growth strategy for your company.

What is the Ansoff matrix?

The Ansoff matrix is a tool for developing growth-oriented corporate strategies. It was developed by the American economist Harry Igor Ansoff. The matrix comprises four strategies: market penetration, market development, product development and diversification. The matrix establishes a link between a company’s products and markets and helps to determine the nature of the company’s growth. The Ansoff Matrix is a useful tool for organizations that want to identify and explore their growth options. The various growth strategies of the Ansoff matrix are associated with different risks and opportunities. However, the matrix also has its limitations, as it does not take into account the activities of competitors and their ability to react to changes.

Diagram: The product-market matrix, Ansoff matrix
Diagram: The product-market matrix, Ansoff matrix

Understanding the Ansoff matrix

The Ansoff Matrix is a fundamental concept taught at business schools around the world to help companies analyze growth opportunities. It provides a simple and intuitive framework for presenting the various levers that a management team can use. Products are shown on the X-axis and markets on the Y-axis.

The term “markets” in the Ansoff matrix can have different meanings. These can be geographical areas or regions (e.g. the North American market) or specific customer segments (e.g. the target market according to demographic characteristics).

The matrix is used to assess the relative attractiveness of growth strategies that utilize existing products and markets as well as new markets, and to consider the risk associated with each strategy.

Each field in the matrix represents a specific growth strategy:

  1. Market penetration – increasing sales of existing products in an existing market.
  2. Market development – focus on selling existing products in new markets.
  3. Product development – focus on the introduction of new products in an existing market.
  4. Diversification – opening up a new market with completely new products.

When companies understand the Ansoff Matrix, they can make informed decisions about their growth strategies and take the right steps to maximize their success.

Market penetration

The market penetration strategy is relatively low-risk compared to the other strategies.

The market penetration strategy is about selling more of the existing products in markets where the company is already present and has established relationships. Typical implementation strategies include

  • Intensification of marketing activities or optimization of sales processes
  • Price reductions to attract new customers in the market segment
  • Takeover of a competitor in the same market

Let’s take the example of a consumer goods company that sells its products in supermarkets. Management could try to increase market penetration by adjusting the prices of a large supermarket chain to gain additional shelf space not only for its packaged foods, but also for various pet food products.

Through these targeted measures, the company can increase its market share and boost its sales by targeting more customers in its existing markets. The market penetration strategy enables companies to strengthen their position and exploit the potential in their established markets.

Market development

The market development strategy is a less risky strategy as it does not require large investments in research and development or product development. Instead, it enables management to introduce existing products to new markets. Various approaches can be pursued, such as

  • Focus on a different customer group or demographic target group
  • the development of a new regional market
  • Entry into an international market

One example of this is the Tesla company. After successfully establishing itself on the market for electric vehicles, the management decided to enter the market for renewable energy storage systems. By entering this new market, Tesla was able to use its existing technological expertise and know-how to align its battery storage systems with renewable energy sources.

The market development strategy offers companies the opportunity to maximize their growth potential by tapping into new markets and reaching additional customers. The market development strategy enables companies to reposition their existing products and expand their reach in order to tap into new sources of revenue.

Product development

The product development strategy enables a company to strengthen its market share and competitive position by launching new products on an existing market. This strategy typically includes

  • Investment in research and development to develop innovative products
  • Acquisition of licenses or technologies to implement new product ideas
  • Adaptation of existing products to changing customer needs and requirements.

One example is the company GoPro. Originally known for its action cameras, GoPro has expanded its product development to include a drone line. By introducing drones to complement its existing products, GoPro has been able to tap into new market segments and expand its reach into aerial photography and videography.

Product development enables companies to continuously develop and offer customers new and improved products. It helps to strengthen the market position, exploit growth opportunities and meet changing customer needs. With a targeted product development strategy, companies can increase their competitiveness and secure their long-term success.


The diversification strategy can be the riskiest endeavor for a company as it requires both product development and market development. Despite the risks, it can also bring enormous benefits, whether by opening up new sources of revenue or by reducing dependence on a single product or market.

There are two main types of diversification strategies that a management team can consider:

  1. Related diversification – This strategy aims to exploit synergies between the existing business and the new product or market.

For example, a company that previously manufactured cell phones decides to enter the market for intelligent home technology. By leveraging its expertise in electronics production, it can use its resources and capabilities to offer innovative smart home solutions.

  1. Unrelated diversification – This strategy involves developing new products or markets that are not directly related to the existing business.

One example of this is a company that previously manufactured sportswear and decided to enter the health and wellness product sector. This is a completely new industry that may not have any direct synergies with the existing business, but nevertheless offers new opportunities for growth.

The diversification strategy enables companies to extend their reach and exploit new opportunities. By developing new products or markets, companies can spread their risk and maximize their sales potential. However, it is important that companies undertake careful planning and resource allocation to ensure that diversification is successful and supports the long-term profitability of the business.

Advantages and disadvantages of the Ansoff matrix

The Ansoff matrix offers various advantages and disadvantages that should be weighed up critically depending on the application and company:

Advantages of the Ansoff matrix:

  1. Structured approach: The Ansoff matrix provides a clear structure and categorization of the different growth strategies, which helps companies to develop their growth plans.
  2. Familiarity and recognition: The Ansoff matrix is a well-known and recognized concept in the business world, which facilitates its practical applicability and acceptance.
  3. concrete recommendations for action: The matrix provides concrete recommendations for action for companies by highlighting various ways in which they can drive their growth.
  4. Simple visualization: The Ansoff matrix is visually appealing and easy to understand so that managers can quickly gain an overview of growth strategies.
  5. Focus on existing resources: The Ansoff matrix concentrates on using the company’s existing resources and capabilities to drive growth. This can be efficient and reduce the risk of wasting resources.

Disadvantages of the Ansoff matrix

  1. Age of the concept: The Ansoff matrix was developed in the 1950s and may not take into account all current aspects of the modern business environment.
  2. Limited focus: The matrix focuses exclusively on products and markets, while other important factors such as competition, technology and customer needs may not be sufficiently taken into account.
  3. Lack of decision support: Although the Ansoff matrix provides various options, it does not offer any clear guidance or decision support for choosing the best growth strategy.
  4. Complexity of reality: The corporate world is often more complex than a simple matrix can depict. More comprehensive analyses and assessments are required in order to make an informed decision.
  5. Limited flexibility: The Ansoff matrix can tempt companies to commit to a specific growth strategy and ignore other potential opportunities. This can lead to a reduction in flexibility and adaptability in order to react to changing market conditions.

It is important to consider the advantages and disadvantages of the Ansoff matrix in the context of the individual company and its specific challenges and objectives. The matrix can serve as a useful tool, but should be used in conjunction with other analysis methods and in consideration of the overall picture of the company.

Practical examples for the application of the Ansoff matrix

Let’s look at some concrete examples of how companies have successfully applied the growth strategies of the Ansoff matrix. From market penetration and market development to product development and diversification, these examples show the diversity and success of applying the Ansoff Matrix in the real business world. Here are some well-known companies that have developed their growth strategies based on the Ansoff matrix.

Market penetration: Coca-Cola

Coca-Cola is a well-known example of the market penetration strategy. The company already has a strong presence in the beverage market, particularly in carbonated soft drinks. In order to increase market penetration, Coca-Cola has stepped up its marketing efforts to appeal to new consumer groups and increase sales of existing products. This can be done through targeted advertising campaigns, sales promotions or the introduction of special offers, for example.

Market development: Netflix

Netflix is an excellent example of a market development strategy. Originally launched as an online video store, Netflix has developed into a leading provider of streaming services. In order to tap into new markets, Netflix has expanded its services to various countries and regions worldwide. By localizing content and adapting it to local needs and preferences, the company has succeeded in reaching new target groups and driving its growth.

Product development: Tesla

Tesla is a prominent example of a product development strategy. The company specializes in the development and production of electric vehicles. In order to expand the product range, Tesla has continuously launched new models with different performance features and price ranges. In this way, the company appeals to different customer segments and remains innovative in order to meet changing customer needs.

Diversification: Amazon

Amazon is a prime example of successful diversification. The company began as an online bookseller and has since developed into a diversified e-commerce giant. In addition to selling books, Amazon now offers a wide range of products and services, including electronics, clothing, food, cloud computing services and much more. This diversification has enabled Amazon to expand its business, tap into new sources of revenue and build a strong market position.


The Ansoff matrix offers companies a proven framework for evaluating growth strategies. By analyzing products and markets, companies can make well-founded decisions to drive their growth in a targeted manner. The various strategies – market penetration, market development, product development and diversification – offer companies different ways of strengthening their competitive position and exploiting new opportunities.

However, it is important not to view the Ansoff matrix in isolation, but to use it in conjunction with a comprehensive market analysis, competitor observation and customer understanding. Companies should also consider the specific characteristics of their own business, industry and resources in order to choose the right growth strategy.

Ultimately, the Ansoff matrix is a valuable tool that helps companies plan their future growth. By consciously implementing the right strategy, companies can strengthen their position, open up new markets, develop innovative products and secure their long-term success.

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What is the Ansoff matrix?

The Ansoff Matrix is a strategic analysis and planning tool that helps companies to evaluate and select their growth strategies. It helps to categorize growth opportunities based on two dimensions: Products and Markets.

Which growth strategies are considered in the Ansoff matrix?

The Ansoff matrix comprises four main growth strategies:
1. Marktdurchdringung: Steigerung des Marktanteils durch den Verkauf bestehender Produkte auf bestehenden Märkten. 2. Marktentwicklung: Erschließung neuer Märkte mit bestehenden Produkten. 3. Produktentwicklung: Einführung neuer Produkte auf bestehenden Märkten. 4. Diversifikation: Erschließung neuer Märkte mit neuen Produkten oder Geschäftsbereichen.

How can the Ansoff matrix support companies in their strategic planning?

The Ansoff matrix provides companies with a clear structure and a visual representation of their growth options. It makes it possible to evaluate various strategies, identify opportunities and make targeted decisions for future growth.

Can the Ansoff matrix be applied to every company?

Yes, the Ansoff matrix can be used by companies of any size and in any industry. However, it should always be considered in the context of the individual company situation, market conditions and strategic objectives.

Is the Ansoff matrix a guarantee for success?

The Ansoff matrix is a strategic tool that supports companies in planning their growth. It offers no guarantee of success, as this depends on various factors such as implementation, market dynamics, the competitive environment and customer acceptance. A comprehensive analysis and evaluation of all relevant aspects is required.

Does a company only have to choose one of the growth strategies?

No, companies can combine different growth strategies or implement them one after the other, depending on their specific goals and resources. The choice of strategy should be based on the individual needs and possibilities of the company.

Is the Ansoff matrix the only tool for strategic planning?

No, the Ansoff matrix is a well-known and widely used instrument, but there are also other models and tools for strategic planning such as the SWOT analysis, the value chain analysis or the BCG portfolio. The selection of the appropriate instrument depends on the specific requirements and objectives of the company.

Why is it important to use the Ansoff matrix in conjunction with a comprehensive market analysis?

A market analysis provides valuable insights into customer needs, the competitive landscape and market trends. By combining the Ansoff matrix with a market analysis, you can make more informed decisions and better assess the opportunities and risks of the various growth strategies.

What factors should a company consider when choosing a growth strategy?

When choosing a growth strategy, companies should consider factors such as their financial resources, technological capabilities, competitive situation, market potential, customer behavior and internal know-how. A comprehensive assessment of these factors helps to identify the most suitable strategy.

Is there an optimal order in which the growth strategies should be implemented?

There is no fixed sequence for the implementation of growth strategies. The choice depends on the company’s objectives and current situation. Sometimes it makes sense to start with market penetration to build a strong position in existing markets, while in other cases diversification can be an appropriate strategy to tap into new revenue streams.

What role does innovation play in the application of the Ansoff matrix?

Innovation plays a decisive role in implementing the growth strategies of the Ansoff matrix. Product development and diversification require the introduction of new ideas, technologies and concepts. Companies should promote innovation in order to continuously develop their products and markets and set themselves apart from the competition.


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