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The Ansoff Matrix

Class Exercise Instructions: Read the case on Starbucks coffee- Where the Growth is Hot-But Boiling over?
1. Describe what the Ansoff Matrix is.

2. For each section of the matrix explain what that strategy is, the risks involved with that strategy and a business example from
Starbucks.

Explanation of the strategy and risks Starbucks example

Market Penetration

Product
Development

Market Development

Diversification

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