The Ansoff matrix is a business model for identifying revenue-generating opportunities. It's also known as the product/market matrix, and it's intended to help businesses plan new growth strategies. The Ansoff strategic opportunity matrix is one of marketing's leading popular models, with a strong emphasis on growth. Different strategy combinations carry varying degrees of risk. Because you are working with a known market and existing products, market penetration is considered the least risky. Diversification is the most difficult growth strategy on the grid, requiring a leap into the unknown with new markets and products.
