This is the least risky of the four strategies. The objective is to grow by selling more of the same products or services to the company’s existing customer base. This is typically achieved by increasing market share, which can be done through aggressive marketing, competitive pricing, promotional campaigns, or loyalty programs that encourage more frequent or greater volume purchases.
He categorized management decisions into three distinct types: corporate strategy igor ansoff pdf exclusive
This strategy focuses on increasing the sales of current products within an established market. Organizations achieve this through aggressive marketing, competitive pricing, loyalty programs, or acquiring direct competitors. It represents the lowest risk profile because the company leverages familiar consumer behaviors and operational capabilities. Market Development (Existing Product, New Market) This is the least risky of the four strategies