Framework to explore growth via market and product strategies.
Product ManagementGrow in current market with existing products — via pricing, marketing, or increased share.
Grow in current market with existing products — via pricing, marketing, or increased share.
The Product/Market Expansion Grid or Ansoff Matrix helps identify growth strategies based on whether a business is creating new products or entering new markets. It has four options: Market Penetration, Product Development, Market Development, and Diversification.
PMs use it to explore expansion tactics aligned with risk appetite and resource capabilities.
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