The Ansoff matrix is a technique for business analysis, it provides a basic framework which

enables the opportunities of growth to be identified/discovered. It helps you recognise the

imputations for growing the business through products which are existing in the market or via the
help of new products or accessing new markets. Every one of these growth options draws
influences from both internal and external environments, analysis and investigations then out of
these alternative strategies are worked out

The matrix offers systematic way to assess the growth potential, in this matrix, the possible
technological advances will be considered which could affect the current or future products, and
also reaching new markets for the products in their life cycle

The order of these strategies is

1. Market penetration
2. Market development
3. Product development
4. diversification

The matrix does not give you a final decision as to enter a new market or develop or not develop
new products, but gives you an outline of different methods which could be used to reach the
goals/targets