Product Market Matrix
An analysis model which identifies business growth opportunities and proposals according to product type (New or Existing) and also according to market type (New or Existing).
Thus producing a 2 x 2 matrix.
A refinement of the model additionally identifies Related products and markets - intermediate between New and Existing.
Thus producing a more detailed 3 x 3 matrix.
Also known as the Product Market Growth Matrix or the Ansoff Matrix, after its originator Dr Igor Ansoff.