Markedspenetrering

Markedspenetrering

Definition

En del af Ansoffs vækstmatrice, der betegner, at en virksomhed forsøger at øge salget af nuværende produkter til nuværende markeder.

Ansoff: “Market penetration is an effort to increase company sales without departing from an original product-market strategy. The company seeks to improve business performance either by increasing the volume of sales to its present customers or by finding new customers for present products.”

Kilde

Ansoff H. I. (1957): Strategies for Diversification. Harvard Business Review.

Synonymer

Markedsindtrængning, salgsudvikling