This is the default strategy for most organizations. Because the product and the market are both known quantities, this strategy carries the lowest risk. The company understands its product’s strengths and weaknesses, and it understands the customer's needs.
Start something completely new. No experience in the product or the customer base. ansoff strategic management
Mastering the Ansoff Matrix: A Guide to Strategic Management This is the default strategy for most organizations
This introduces the concept of – the alignment between external conditions and internal responses. For Ansoff, the goal of strategic management is not to maximize profit in the short term, but to achieve strategic fitness —a dynamic equilibrium between the firm and its changing world. Start something completely new
Selling existing products into existing markets.
Since its inception in 1957, the Ansoff Matrix has remained one of the most enduring and practical tools in strategic management. Often referred to as the "Product/Market Expansion Grid," this framework provides a clear, logical roadmap for organizations looking to analyze their growth options. By plotting products against markets, Igor Ansoff, a Russian-American applied mathematician and business manager, gave the corporate world a vocabulary for risk assessment.
He proposed that growth strategies could be classified based on two fundamental variables: