Igor Ansoff’s (1965) matrix is one way of analysing the various strategies that an organisation may use to grow the business. This considers the opportunities of offering existing and new products within existing and/or new markets and the levels of risk associated with each. Enterprise Rent-A-Car has focused its growth strategies on market development, product development and diversification.

Electronics firm Nintendo also uses product and market development strategies. For example, Nintendo is to launch its Wii mini console exclusively in Canada this month. It will also be launching its handheld touch-screen Wii U in the UK. (BBC, 27th November 2012)

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