In the Ansoff Matrix, which growth strategy focuses on existing products in existing markets?

• A. Product Development
• B. Market Development
• C. Market Penetration
• D. Diversification

Answer: (C)

This question tests how growth options in the Ansoff Matrix relate to product and market scope. The approach that uses existing products in existing markets is about increasing your share with what you already offer in places where you already operate. The idea is to deepen penetration within the current customer base or market, using tactics like promotions, price adjustments, better distribution, or encouraging more frequent purchases. It stays within the same product line and the same market boundaries, aiming to win more from the existing setup rather than changing the product or expanding to new markets.

The other strategies change either the product or the market: developing new products for the same markets, entering new markets with existing products, or pursuing new products in new markets. These involve higher risk or broader scope than market penetration.