The Ansoff Matrix assesses the relative attractiveness of growth strategies that rely on existing products and markets versus new ones and the associated risk. When using a market penetration strategy, management seeks to sell more of its existing products into markets where they are familiar and have existing relationships. A market development strategy is the next least risky because it does not necessitate significant R&D or product development investment. Rather, it enables a management team to take existing products and market them in a new market.
