HomeIB Business ManagementTopic 6.2

Ansoff matrix

Topic 6.2 introduces the Ansoff matrix as a tool for evaluating growth strategies — market penetration, market development, product development, and diversification. Students evaluate the risks and potential rewards of each strategy and apply the framework to real business scenarios.

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IB Business Management · Topic 6.2

Sub-topics in Topic 6.2

6.2.1The Ansoff matrix6.2.2Applying the Ansoff matrix