This is the "suicide cell" of the matrix because it carries the highest risk. You are moving into an entirely new market with a product you have no experience with.
| | | New Markets | | :--- | :--- | :--- | | Existing Products | 1. Market Penetration (Lowest risk) | 2. Market Development (Medium risk) | | New Products | 3. Product Development (Medium risk) | 4. Diversification (Highest risk) | ansoff