The document discusses Ansoff's Matrix, which represents different options for sales growth through strategic marketing decisions. It outlines the two variables in the matrix - market and product. The four strategies described are market penetration, market development, product development, and diversification. Market penetration involves selling more of existing products in existing markets and carries the lowest risk, while diversification, expanding into new markets with new products, poses the highest risk. The matrix helps identify areas a business could expand into, and managers must assess the costs, gains and risks of each strategic option.

1. Ansoff Matrix 2880 Strategy Yr 13

5. MARKET EXTENSION Achieve higher sales/market share of existing products in new markets PRODUCT DEVELOPMENT Sell new products in existing markets DIVERSIFICATION Sell new products in new markets Existing PRODUCTS New INCREASING RISK INCREASING RISK Existing MARKETS New MARKET PENETRATION Sell more in existing Markets

6. Existing PRODUCTS New INCREASING RISK INCREASING RISK Existing MARKETS New MARKET PENETRATION Sell more in existing Markets

8. MARKET EXTENSION Achieve higher sales/market share of existing products in new markets Existing PRODUCTS New INCREASING RISK INCREASING RISK Existing MARKETS New MARKET PENETRATION Sell more in existing Markets

10. MARKET EXTENSION Achieve higher sales/market share of existing products in new markets PRODUCT DEVELOPMENT Sell new products in existing markets Existing PRODUCTS New INCREASING RISK INCREASING RISK Existing MARKETS New MARKET PENETRATION Sell more in existing Markets

12. MARKET EXTENSION Achieve higher sales/market share of existing products in new markets PRODUCT DEVELOPMENT Sell new products in existing markets DIVERSIFICATION Sell new products in new markets Existing PRODUCTS New INCREASING RISK INCREASING RISK Existing MARKETS New MARKET PENETRATION Sell more in existing Markets