The Product Growth Matrix, also known as the Ansoff Matrix, is a strategic planning tool that provides a framework to help executives, senior managers, and marketers devise strategies for future growth. Developed by Igor Ansoff in 1957, the matrix allows companies to explore potential strategies based on whether they involve new or existing products and markets.

What is the Product Growth Matrix

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Product Growth Matrix, or Ansoff matrix is divided into four quadrants, each representing a specific strategic option: Market Penetration, Market Development, Product Development, and Diversification.

1. Market Penetration

This strategy focuses on selling more of your existing products or services into the markets you already serve. It is the most risk-free approach among the four, mainly aimed at increasing the company's market share.

2. Market Development

Market development strategy involves identifying and entering new markets with existing products. This could be exploring a new geographical region, a new segment of customers, or new uses for your product.

3. Product Development

Here, the company introduces new products or services to their existing markets. This involves substantial investment in research and development and could include upgrades of current products, addition of new features, or creating entirely new products that meet existing customers' changing needs or preferences.

4. Diversification

Diversification is the most risky strategy as it involves stepping into a new market with a new product or service. This could be related diversification (products that have a connection with existing business lines) or unrelated diversification (completely new products for the company). Companies should consider this strategy only when they have deep understanding of the new market and are capable of managing the associated risks.

Why We Use the Product Growth Matrix

The Product Growth Matrix, also known as the Ansoff matrix, is a strategic tool that provides a structured and clear roadmap to potential growth avenues. Utilizing this framework offers an array of benefits to businesses, allowing them to identify viable opportunities for expansion and better align their products and services with market demands.

The first significant benefit of using the Ansoff Matrix is its ability to outline clear, actionable strategies for businesses based on their market reach and product portfolio. Whether it is about deepening presence in existing markets (Market Penetration), exploring new markets (Market Development), innovating within their product line (Product Development), or a combination of entering new markets with new products (Diversification), businesses can easily navigate through these pathways using this matrix.

Moreover, the Ansoff matrix promotes forward-thinking and innovation. It pushes companies to explore Product Development and Diversification—strategies that necessitate creativity and innovation. This serves as a catalyst for competitive differentiation and can spur significant advancement and development within the organization.

Additionally, the matrix helps businesses leverage their strengths. By identifying and analyzing opportunities within the framework of the matrix, companies can capitalize on their existing knowledge of products and markets or make informed decisions on where to apply their resources most effectively to optimize growth.

Finally, the Product Growth Matrix serves as a decision-making aid during strategic drifts, where there's ambiguity about future business direction. By illustrating the different directions a company can take in relation to its products and markets, it acts as a compass guiding businesses towards sustained growth.

Two Real Cases of Product Growth Matrix

Following are 2 Ansoff matrix examples based on their market development, market penetration, product development and diversification respectively.

Case 1.Tesla Product Growth Matrix

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As a company known for its groundbreaking electric vehicles and clean energy solutions, Tesla Inc. has effectively utilized the strategies described in the Ansoff Matrix. This strategic analysis offers an insight into Tesla's approach in Market Development, Market Penetration, Product Development, and Diversification.

Market Development 

Tesla has consistently sought to expand its market by venturing into various geographical regions. Beginning in California, the company has spread its footprint across North America, Europe, and Asia, with a significant focus on China. Tesla's Gigafactory in Shanghai is a clear indicator of its market development strategy, aiming to capture the growing appetite for electric vehicles in the world's largest auto market.

Market Penetration

Market penetration forms a crucial part of Tesla's strategy. The company is continually striving to increase its share in the existing electric vehicle market. With competitive pricing strategies for different models, Tesla aims to make electric vehicles accessible to a broader range of customers. Besides, the company invests heavily in charging infrastructure and customer service, which enhance brand loyalty and contribute to market penetration.

Product Development

Tesla's product development strategy revolves around continuous innovation. From improving battery life and performance to integrating self-driving technology into its cars, Tesla continually develops new products to meet evolving customer needs. Its high-profile product launches not only stir market interest but also set new industry standards, positioning Tesla at the forefront of the electric vehicle market.


In terms of diversification, Tesla has ventured into renewable energy products and storage solutions, which represent new product lines in new markets. Products like Solar Roof and Powerwall cater to the increasing demand for sustainable energy solutions. Meanwhile, Tesla also stepped into the heavy vehicle sector with its Semi truck, adding another facet to its diversified product portfolio.

Case 2. Armani Product Growth Matrix

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Giorgio Armani, a name synonymous with high fashion and luxury, has masterfully maneuvered through the four strategic growth paths illustrated in the Ansoff Matrix: Market Development, Market Penetration, Product Development, and Diversification.

Market Development

In its initial years, Armani primarily targeted the Italian market. But realizing the international appeal of its brand, Armani expanded its operations worldwide. Today, the brand is present in 46 countries with over 2,700 stores - a testament to its successful market development strategy. It carefully selects locations to create brand cohesion and focuses on high-profile fashion capitals like London, Paris, New York, and Tokyo, boosting its brand's global prestige.

Market Penetration

Armani is a well-recognized brand, but it continuously seeks ways to penetrate existing markets further. It does this by reinforcing its branding and maintaining a robust marketing presence. Its celebrity endorsements, partnership with sporting events (such as its association with Chelsea Football Club), and consistent advertising allow Armani to strengthen its brand image and claim a more significant share of the luxury fashion market.

Product Development

Armani consistently invests in product development. It takes an innovative approach to fashion and regularly releases new collections to keep up with industry trends and customer expectations. For instance, in recent years, Armani introduced eco-friendly materials in its clothing line to respond to the increasing demand for sustainable fashion. This innovation helps maintain Armani's market positioning as a leading luxury brand.


The Armani empire has diversified over the years, branching out from just clothing to perfume, cosmetics, watches, jewelry, home interiors, eyewear, and even hotels. By adding new product lines that resonate with the tastes and expectations of the high-end market, Armani diversifies its revenue streams while leveraging its reputable brand name. This strategy effectively manages business risks by not relying heavily on a single product category.

Guide for Making Product Growth Matrix

The Ansoff matrix is a powerful strategic tool for organizations aiming to develop a clear, compelling business vision. With powerful and flexible teamwork collaboration whiteboard like Boardmix can be designed without any struggle. Here's a step-by-step guide on how to use this model on Boardmix.

Step 1: Open you the dashboard of Boardmix, create a new board, choose the template center and search for the Ansoff Template, paste it on your board and preserve the part you need.

Step 2: Collect information and data to enrich content of your matrix. Evaluate your current position based on your market penetration, identify growth opportunities combined with market and product development, develop strategic objectives.

Step 3: You can utilize tools in the left hand tool-box to make any supplement you want. You can even turn to the AI assistance for additional functions like some AI-generated content.

Step 4: Share the link of the whiteboard with your team or invite them as your group member, so you can collaborate with them online. Participants can also comment or edit the whiteboard at real-time. Once the discussion is completed, you can implement your vision.

Build Your Ansoff matrix with Boardmix Templates


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Organizations can leverage the Ansoff matrix as a practical tool to guide strategic planning and ultimately transform their business vision. By systematically applying the product growth matrix on the online whiteboard, organizations can effectively direct their growth efforts towards a clear, compelling business vision. Come and customize your product growth matrix on Boardmix!

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