Market penetration refers to the successful selling of a product or service in a specific market. It is measured by the amount of sales volume of an existing good or service compared to the total target market for that product or service. Igor Ansoff first devised and published the Ansoff Matrix in the Harvard Business Review in , within an article titled "Strategies for Diversification". With numerous options available, this matrix helps narrow down the best fit for an organization. This strategy involves selling current products or services to the existing market in order to obtain a higher market share.
Market development and market penetration were two of four distinct company growth strategies identified by Igor Ansoff in a "Harvard Business Review" article. Product development and product diversification were the other two. Market development is the use of an existing product or service offering to attract new customer market, whereas market penetration is an effort to dig deeper within an existing marketplace. Market penetration is the least risky of the four growth strategies, according to the Quick MBA website. It involves additional marketing or more assertive sales efforts to penetrate more deeply into an existing customer base. Increased market share is a common marketing objective of companies using this strategy. Adding more convenient business locations or remote locations may also help you access more customers in the existing market.
6 Market penetration examples for successful expansion
As businesses grow, the markets that they operate in will change, the customers they serve will shift and their products will evolve. Market expansion frameworks guide how that change happens. Market expansion frameworks help businesses strategize company and product development.
Most small companies have plans to grow their business and increase sales and profits. However, there are certain methods companies must use for implementing a growth strategy. The method a company uses to expand its business is largely contingent upon its financial situation, the competition and even government regulation.