Framework
Strategy

Ansoff Matrix

Product × market growth options

Best for
choosing a growth direction
Time
30–60 min
Difficulty
Beginner

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Ansoff matrix diagram — product versus marketA two-by-two grid with markets on one axis and products on the other. The quadrants are Market Penetration, Product Development, Market Development, and Diversification, in rising order of risk.Market dev.DiversificationPenetrationProduct dev.Markets →Products ↑
The Ansoff matrix: existing versus new products against existing versus new markets.
Example

Where should we focus growth investment next year?

Market Penetration (existing market · existing product)
  • Increase Pro conversion in our base
Product Development (existing market · new product)
  • Ship the AI assistant for current users
Market Development (new market · existing product)
  • Localize for Japan and Brazil
Diversification (new market · new product)
  • Partner with notebooks for B2B

Ansoff Matrix applied to real companies

All examples →
Cutting a product line down to one

Ansoff Matrix Example: The Growth Move That Isn't on the Grid

In 2014 Jason Fried killed every product but Basecamp and renamed the company. The Ansoff matrix has four cells and none of them is the one he chose.

Apple

Apple Ansoff Matrix Example 2026: four quadrants, scored

Worked Apple Ansoff Matrix example: iPhone 17 penetration, India expansion, Vision Pro diversification — and which quadrant the $1,999 iPhone Duo lands in.

FIFA

FIFA Ansoff Matrix 2026: the World Cup growth bet

A worked Ansoff Matrix of FIFA's growth strategy, pegged to the first 48-team World Cup kickoff (June 11, 2026) and its four-quadrant portfolio of bets.

Man City

Manchester City Ansoff Matrix: the multi-club growth bet

A worked Ansoff Matrix of Manchester City and City Football Group — how a 13-club, five-continent network is a textbook Market Development engine, read at the 2026 World Cup moment.

Nvidia

Nvidia Ansoff Matrix 2026: the RTX Spark PC bet

A worked Ansoff Matrix of Nvidia's 2026 growth strategy, pegged to the Computex RTX Spark launch — why a consumer PC superchip is a Diversification bet, not just product development, and how the four quadrants balance.

Tesla

Tesla Ansoff Matrix Analysis 2026

A worked Ansoff Matrix of Tesla's growth strategy in 2026 — Market Penetration via price cuts and FSD, Product Development in Cybertruck and Optimus, Market Development in India and Energy, and Diversification with Robotaxi and humanoid robotics.

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