🧩 Frameworks

Growth strategy (Ansoff matrix)

Four ways to grow: sell more, sell new, go new places, or both.

Market penetration (existing products, existing customers), product development (new products), market development (new customers or regions) and diversification (both new).

Risk rises as you move away from what you already know.

How to break it down

Grow

Penetration

Product development

Market development

Diversification

🧮 Example

A Mumbai coffee chain: more stores in Mumbai (penetration), packaged coffee (product), Pune and Delhi (market).

🎯 Interview tip

Start with the lowest-risk option and justify why you'd move further.

Used in

Consulting cases Marketing cases Product Strategy cases

Learn next

Market entry framework

Should we enter this new market — and how?

M&A framework

Should we buy this company?

TAM, SAM, SOM

Total market, the part you can serve, the part you can realistically win.

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