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Ansoff’s Product/Market Matrix
Present Products New Products
Market Penetration
• Aim of the strategy:
- To maintain or increase share of the current market with current products
- To secure dominance of a growth market or restructure a mature market by driving out competition
• Market penetration involves an increase in sales of existing products to existing markets- selling more of the same to the same people. (strategy-Ansoff’s Matrix)
Product development
• This is the development of new products for the existing market
• New products come in the form of:
- New products to replace current products to replace current
- New innovative product
- Product improvement
- Product line extensions
- New products to complement existing products
- Products at a different quality level to existing products (strategy-Ansoff’s Matrix)

Present Markets

Market development
• Market......

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Approximate Word Count: 254
Approximate Pages: 2 (250 words per double-spaced page)

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