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Ansoff matrix bcg7/29/2023 ![]() Such a strategy can be a suitable reason for acquiring another company or product/service capability provided it is relevant to your market and your distribution route. This is an attractive strategy if you have a strong market share in a particular market. Product development – Developing or finding new products to take to your existing market(s).Strong market share suggests there are likely to better return from extending the range of products/services that you can offer to the market, as in the next option. It could be that you will increase the profit from this activity more by reducing costs than by actively seeking more market share. If you already have a large market share you need to consider whether investing for further growth in this area would produce diminishing returns from your development activity. This is fine if there is plenty of market share to be had at the expense of your competitors, or if the market is growing fast and large enough for the growth you need. ![]() Market penetration – Developing your sales of existing products to your existing market(s).
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