Learn in the textbookBasic Frameworks of Marketing Strategy
DefinitionThe Ansoff growth matrix (アンゾフの成長マトリクス) splits products and markets into existing and new, combines them, and sorts a company's growth directions into four strategies.
ExplanationMarket penetration (市場浸透) means selling more of the current products in the current markets; perks that encourage replacement purchases to raise how often existing customers buy are one example. Changing only the product is new product development (新製品開発), changing only the market is market development (市場開拓), and changing both is diversification (多角化); diversification, where existing strengths are hardest to use, is generally seen as the riskiest.
AnalogyIt is like a ramen shop weighing how to grow and laying out four options in a grid: getting regulars to come more often, launching a new flavor, opening in the next prefecture, or starting a completely different kind of business.
Memory hookEach strategy name says what is new: a new product means new product development, a new market means market development, both means diversification, and neither means market penetration.