Market Penetration
(Ansoff).
Formula
Market Penetration = (Sales / Total Market Size) × 100
Real World
Greggs cut prices on its sausage rolls and ran aggressive promotions to grow its share of the UK savoury snack market without launching any new products.
Exam Focus
Clarify that market penetration is Ansoff's lowest-risk strategy because it uses existing products in existing markets — state this explicitly.
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