ABSTRACT
In the stage of analysis, it is likely that some implicit assumptions have already been made about the markets to target and the location of operations. These assumptions need to be put aside to ensure the aperture of analysis is wide open to the emerging possibilities. The question where to sell, breaks down into an analysis of whether to sell new products to existing markets or existing products to new markets or jump ahead to new products in new markets. The drive towards globalized solutions has been effective in recent years in delivering quick wins but it is now becoming clear that this can destroy corporate value over the longer term and no longer suited to the emerging political and economic landscape. A simple and effective tool to analyse markets and products is the Product/Market Expansion Grid often referred to by the name of its originator as the Ansoff matrix.
