Marketing tool created by Igor Ansoff and first published in his article "Strategies for Diversification" in the Harvard Business Review (1957). The matrix allows marketers to consider ways to grow the business via existing and/or new products, in existing and/or new markets – there are four possible product/market combinations. This matrix helps companies decide what course of action should be taken given current performance. The matrix consists of four strategies. #growthmatrix
The image represents Ansoff's Matrix. We position the Zenba Relaxation bathtub in the "Product Development"-category, as we are targeting an existing market with our new (developed and differentiated) product.