Ansoff’s Matrix = a tool for comparing for the level of risk involved with the different growth strategies - helps managers decide on a direction for strategic growth.
Ansoff’s Matrix
Advantage = doesn’t just lay out potential strategies for growth but forces managers to think about unexpected risks of moving in a certain direction.
Ansoff’s Matrix
Disadvantage = fails to show that market development and diversification also tend to require significant change in the day-to-day workings of the company.
What are the four main strategies in the product-market matrix?