What does Ansoffs market penetration strategy cover?

Market penetration increasing share of current markets with the current product range. This strategy: • means the organisation’s scope is unchanged • builds on established capabilities • Attempts to get greater market share and increased power vs. buyers and suppliers • provides greater economies of scale and experience curve benefits. Limits and dangers of this strategy: 1. Retaliation from competitors e.g. price wars 2. Legal constraints e.g. limits imposed by regulators 3. ‘Economic constraints e.g. market downturn, or public funding squeeze