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The second strategic choice inside the ansoff matrix is to broaden new products for present markets (customers), through a ‘product improvement’ method. Here the ‘product’ and ‘promoting’ factors of the advertising mix will change (at least), so the risk is better than market penetration. The fulfillment of this strategy is dependent on the organization being able to efficiently conduct studies and perception into their customer and market wishes as well as their own inner skills and abilities for driving innovation.
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