All too often, businesses treat market penetration as an afterthought, especially when it comes to entering a new market. They may enter an existing market swiftly with a promising outlook, but then growth stalls. So they lower prices, advertise sales on every platform possible, and eventually drive acquisition costs up without capturing the market share they hoped for. A market penetration strategy is a range of activities a business uses to grow its share in a market where they currently have a product or service. Effective market penetration strategies use an educational and community-based approach that can evolve with market needs. A smart, data-driven market penetration strategy focuses on challenging direct and indirect competitors by empowering the customers or clients the business wants to reach — even in saturated markets.
How to Create a Market Penetration Strategy and Make the Market Play by Your Rules
Understand Market Penetration and How to Create a Strategy
Every young company or startup needs to express themselves to get a share of the market. The problem is that the market may already be occupied by richer and more successful companies that do not want to see new players in their field. Implementing a market penetration strategy can be an option in such a situation, helping a young company gain market share. In this article, we look at the concept of market penetration. We also tell you how to create a market penetration strategy, and describe the benefits it brings. This is the visual representation of the Ansoff Matrix. Source: free-management-ebooks.
Everything You Need To Know About Market Penetration
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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.