Marknadsförzökning

Marknadsförzökning, often translated as market penetration, is a growth strategy focused on increasing a company's share of its existing market. This involves selling more of the current products or services to the existing customer base or attracting new customers within the same market segment. The core idea is to leverage what a company already does well.

Common tactics for market penetration include aggressive pricing strategies, such as discounts or lower prices than competitors, to attract price-sensitive customers. Advertising and promotional campaigns are also frequently used to raise awareness and highlight the benefits of the product or service. Improving product quality or adding new features without fundamentally altering the core offering can also entice existing customers to buy more or switch from competitors.

Another approach is to increase distribution channels or make the product more accessible to consumers. This could involve expanding into new retail locations or improving online sales platforms. Building stronger customer relationships through loyalty programs or enhanced customer service can also encourage repeat business and deter customers from switching to rivals. Market penetration is often considered a less risky growth strategy compared to market development or diversification because it operates within familiar territory.