Usually, it is applied to merchandise that is selling in a specific geography. It doesn't matter what line of business you are in - whether you run a large technology firm or you are a solopreneuer, you need a game plan. Your game plan must be tailor-made to your objectives, industry, and opportunities. An integral aspect of the aforementioned strategic plan is a marketing plan. A marketing plan serves as a guide towards the ultimate marketing objective s of a company.
Estimating market size | Business & Marketing Planning | Startups
In "Strategic Management Theory: An Integrated Approach," Charles Hill refers to market penetration as a business strategy that concentrates an organization's efforts toward the expansion of an existing market share in a current product market. Using this strategy, a company relies on heavy advertising to influence the customer's choice of brands and to create a brand name reputation for its product. It is on this basis that a company attracts customers and increases its market share. Identify potential customers on the basis of the demographic groups you will target in the national market.
Why Companies Should Measure “Share of Growth,” Not Just Market Share
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".
Markets are measured in many ways, from simple sales volumes to more complex measures like market penetration, price elasticity or brand equity. Understanding the standard market measures and using the right measurements allows businesses to plan and evaluate the success of business strategies over time to evaluate the success of marketing campaigns, market strength and to identify competitive threats. Knowing what to measure and how to measure it is central to quantitative research, and terms can be easily confused. Market metrics are used in business planning and marketing monitoring to keep the marketing programme on track.