The Ansoff Matrix is a strategic marketing framework used to identify and evaluate growth opportunities by analyzing product and market combinations. It outlines four key strategies: Market Penetration, Product Development, Market Development, and Diversification. Each strategy varies in its level of risk, with market penetration being the lowest-risk option (selling existing products in existing markets) and diversification being the highest-risk (introducing new products in new markets).

This matrix helps businesses decide whether to focus on gaining more market share, expanding into new customer segments, innovating with new offerings, or exploring entirely new markets. By mapping opportunities within this structure, organizations can better align their marketing efforts with their growth goals while carefully assessing the level of investment and risk each strategy entails.