The Ansoff Matrix also known as the Ansoff product and market growth matrix is a marketing planning tool which usually aids a business in determining its product and market growth. This is usually determined by focusing on whether the products are new or existing and whether the market is new or existing. The model was invented by H. Igor Ansoff . Discover The Ansoff Matrix and apply this model to identify your biggest opportunities for business growth in a challenging market. The Ansoff matrix is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future business growth. [1] It is named after Russian American Igor Ansoff , an applied mathematician and business manager, who created the concept. The Ansoff Matrix is a high-level strategic growth framework to help companies navigate, orient, and develop product & market growth strategy.
