Product Market Matrix

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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.

See also