Added value is not fixed and must be redefined again and again, as competition and ever-changing markets evolve and adapt. It is necessary to properly evaluate the current status, performance and key resources for the growth of the company, precisely for the purpose of choosing tools for strategic planning. Ansoff's matrix is certainly a good marketing foundation for preparing forays into new markets and products, as it helps managers and entrepreneurs identify and integrate strategies for future business growth and progress, and includes four strategies that can be applied. The first quadrant is the Penetration Strategy matrix, which is not worthwhile for the companies Volvo Cars and Volvo Group due to large investments in the quality and specialization of their products. The product development strategy is the best possible development strategy, and it can be recognized by the example of large investments in the research and development of autonomous electric vehicles and machines, taking into account the principles of environmental sustainability and traffic safety. The Volvo company's market development strategy should not be predominantly applied due to many risk factors for the growth of the industry in underdeveloped countries. The fourth quadrant is the matrix. Diversification of the portfolio is a too risky strategy for the Volvo company, which should be careful and avoid risks as much as possible because it is facing a great imbalance and crisis in the form of performance. Both companies are responsible for a thorough analysis and assessment of real possibilities and opportunities, potential damage and risk factors.