Ansoff
   This theory builds on the concept of the marketing mix, which is studied 
   earlier in the course.
   Igor Ansoff identified four key strategies that firms can pursue and 
   demonstrated that the further a business moves away from market 
   penetration the more risky it becomes.
   The idea of risk is a key area to consider when looking at this concept.
            
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   Ansoff’s matrix
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   Market penetration
   This involves a business trying to sell more of the same products, e.g. a 
   typical strategy could be to use BOGOF or they could try and get 
   customers to use more of the product, e.g. Head & Shoulders became 
   frequent-use shampoo. 
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   Product development
   Existing market but new products. Risky compared to market penetration 
   as you are designing a new product, which is time consuming and 
   expensive in terms of the research and development. Innovation though is 
   key and can be very profitable with the right product, e.g. Dyson.
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   Market development
   Same product but new markets, e.g. Manchester United have taken their 
   football brand to Asia during the off season.
   This can be quite an expensive approach in terms of the marketing budget 
   but it offers the business a much larger potential market.
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