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INTRO

Ansoff Matrix

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The Ansoff Matrix is a strategic planning tool that helps companies determine their product and market growth strategy. It provides a framework for analyzing a company's potential for growth by examining the relationship between new and existing products, new and existing markets, and the level of risk associated with each possible strategy. The matrix has four quadrants: market penetration, market development, product development, and diversification. Each quadrant represents a different growth strategy and level of risk. The Ansoff Matrix can be used to evaluate a company's potential for growth and to develop a plan to achieve that growth.
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Market Penetration Strategy

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Existing Market | Existing Product
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Product Development Strategy

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Existing Market | New Product
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Market Development Strategy

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New Market | Existing Product
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Diversification Strategy

TL
New Market | New Product
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