Ansoffs Matrix

By: Shreya Syam Purkayastha (12DM005) Sandeepan Roy (12DM025) Renu Bala (12DM045)

Introduction
What is Ansoffs Matrix?? Four Basic Product-Market Product Combinations. Existing New Existing
Market Penetration Product Development

Market

New

Market Development

Diversification

Market Penetration
Product
Existing Existing
Market Penetration

New

Market

New

Product Development
Product
Existing Existing New
Product Development

Market

New

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 New innovative products Product improvements

Market Development
Product
Existing Existing New

Market

New

Market Development

Market development
This involves
Selling the same product to different people Entering new markets or segments with existing products Gaining new customers,new segments,new markets Entering overseas markets

Diversification
Product
Existing Existing New

Market

New

Diversification

Diversification
Product
New

Market
New

Diversification