Market Penetration
(Ansoff).
Formula
Market Share (%) = (Business Sales ÷ Total Market Sales) × 100
Real World
Coca-Cola uses aggressive promotional pricing and loyalty campaigns in mature markets like the UK to win share from Pepsi without launching any new product.
Exam Focus
Always name the Ansoff quadrant and justify it — state both existing market AND existing product to confirm correct identification for full marks.
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