Igor Ansoff's idea was to cross these

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Es and grow. In this way, the professor developed a matrix capable of designing paths for the development of the company taking into account, at the same time, its macro reality. The Ansoff matrix has a very simple design and basically consists of two axes: markets and products. Igor Ansoff's idea was to cross these elements to create new opportunities for the organization, as well as to better exploit those that already exist. The basis of his reasoning is the

expansion and diversification of the company. According to the Ansoff matrix, markets Chinese Australia Phone Number List can be new or existing, and products can also be new or existing. From this combination of variables, there are scenarios that result in possible strategies. Market penetration It is the combination of an existing market with an existing product . In this case, the main objective of the company is to gain a greater market share, capture competitors' customers and retain its own consumers.





To give you an everyday example, this is what happens when a marketing agency meets with companies that already contract the service of another agency in an attempt to convince them that its service is better and more advantageous. Market development Here we have the combination of a new market with existing products . The idea in this strategy is to take the products that the company already offers to other markets. Opening a new store in a different city is a good example of market development. Or, to be bolder, business internationalization also fits this strategy. Product development This is the scenario that results from combining an existing market with new