What It Is and Strategies to Increase It


What Is Market Penetration?

Market penetration is a measure of how a lot a services or products is being utilized by prospects in comparison with the whole estimated marketplace for that services or products. Market penetration may also be utilized in creating methods employed to extend the market share of a selected services or products.

Key Takeaways

  • Market penetration is a measure of how a lot a services or products is being utilized by goal prospects in comparison with the whole estimated marketplace for that services or products.
  • Market penetration additionally pertains to the variety of potential prospects which have bought a particular firm’s product as an alternative of a competitor’s product.
  • Market growth is the technique or motion steps wanted to extend market share or penetration.
  • Widespread market penetration methods embrace decreasing costs, buying opponents, concentrating on new markets, or introducing new merchandise.
  • Firms should be conscious of how market penetration into new areas can jeopardize present relationships with prospects, dilute fairness branding, and confuse shoppers on the corporate’s id.

Understanding Market Penetration

Market penetration can be utilized to find out the dimensions of the potential market. If the whole market is massive, new entrants to the {industry} is likely to be inspired that they’ll acquire market share or a share of the whole variety of potential prospects within the {industry}.

For instance, if there are 300 million folks in a rustic and 65 million of them personal cell telephones, the market penetration of cell telephones could be roughly 22%. In idea, there are nonetheless 235 million extra potential prospects for cell telephones, or 78% of the inhabitants stays untapped. The penetration numbers may point out the potential for development for cellular phone makers.

In different phrases, market penetration can be utilized to evaluate an {industry} as a complete to find out the potential for corporations throughout the {industry} to achieve market share or develop their income by means of gross sales. Revisiting our instance, the worldwide cellular phone market penetration is usually used to estimate whether or not cellular phone producers can meet their earnings and income estimates. If the market is taken into account saturated, it signifies that present corporations have the overwhelming majority of the market share—leaving little room for brand spanking new gross sales development.

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Market Penetration Fee

A key element of market penetration is quantifying an organization’s market penetration. That is accomplished by calculating a agency’s market penetration charge (mentioned beneath). A market penetration charge is just a ratio that compares an organization’s efficiency towards the whole market.

The market penetration charge is particularly necessary as a result of it permits corporations to match the place they’re presently, the place they’ve been, the place they wish to be, and the way their opponents are performing. The market penetration charge permits an organization to set a SMART purpose that may be calculated and tracked over time.

How one can Calculate Market Penetration

Market penetration could be quantified as a charge that describes what quantity of the market has been saturated by the corporate. To calculate market penetration, you will need to know the variety of prospects an organization has secured along with the whole market dimension.

Market Penetration Fee = Prospects Quantity TTMS × 100 the place: TTMS = Complete Goal Market Measurement beginaligned&textMarket Penetration Fee = frac textCustomers Quantity textTTMS occasions 100 &textbfwhere: &textTTMS = textTotal Goal Market Measurement endaligned
Market Penetration Fee=TTMSProspects Quantity×100the place:TTMS=Complete Goal Market Measurement

The variety of prospects shall be every distinctive buyer that the corporate has secured enterprise with. Some could select to solely use repeat prospects to research the stronger client base. Others could select any buyer that has transacted in a given time interval (i.e. over the previous 5 years).

The whole market dimension could also be troublesome to outline, particularly if the corporate has a broad geographical space or sells items on-line. The whole market dimension is just not essentially the inhabitants of the realm; as an alternative, it’s the whole potential prospects the corporate may have.

An alternate however related option to calculate market penetration is to concentrate on {dollars} versus folks. Generally, industries could also be quoted as having a sure worth or gross sales potential; subsequently, corporations can examine what they’ve bought and examine it to this market potential.

Market Penetration Fee = Complete Gross sales {Dollars} TTMSP × 100 the place: TTMSP = Complete Goal Market Gross sales Potential beginaligned&textMarket Penetration Fee = frac textTotal Gross sales {Dollars} textTTMSP occasions 100 &textbfwhere: &textTTMSP = textTotal Goal Market Gross sales Potential endaligned
Market Penetration Fee=TTMSPComplete Gross sales {Dollars}×100the place:TTMSP=Complete Goal Market Gross sales Potential

On this latter formulation, an organization could care much less on the variety of prospects it has secured. This technique could also be necessary for corporations which might be striving to safe the biggest prospects or greatest market contributors. Although they could obtain a small market penetration charge when contemplating the variety of folks they serve, corporations that transact with the biggest prospects could also be in higher form when utilizing the second formulation.

Market penetration is usually cited as a share representing the whole share of goal prospects attracted.

Market Penetration for Firms

Market penetration is just not solely used on a worldwide and industry-wide scale to measure the scope and for services and products, but in addition is utilized by corporations to evaluate their product’s market share.

As a metric, market penetration pertains to the variety of potential prospects which have bought a particular firm’s product as an alternative of a competitor’s product, or no product in any respect. Market penetration for corporations is usually expressed as a share, which means the corporate’s product represents a sure share of the whole marketplace for these merchandise.

To calculate market penetration, the present gross sales quantity for the services or products is split by the whole gross sales quantity of all related merchandise, together with these bought by opponents. The result’s multiplied by 100 to maneuver the decimal and create a share.

If an organization has a excessive market penetration for his or her the merchandise, they’re thought-about a market chief in that {industry}. Market leaders have a advertising benefit as a result of they’ll attain extra potential prospects resulting from their well-established merchandise and model. For instance, a market chief and producer of cereal could have way more shelf house and higher positioning than competitor manufacturers as a result of their merchandise are so widespread.

Additionally, market leaders can negotiate higher phrases with their suppliers due to their important gross sales quantity. Consequently, market leaders can usually produce a product cheaper than their opponents, given the dimensions of their operation.

Market Penetration Methods

When an organization tries to implement development methods, there are sometimes 4 methods of doing so: creating new markets, diversifying into new merchandise, penetrating present markets, or creating new merchandise. These 4 methods are sometimes depicted in an Ansoff Matrix.

As a result of the methods that require new markets or new merchandise are thought-about riskier, market penetration is usually the decrease danger possibility for development. It’s because the market has already been created and could be studied. As well as, the corporate could already offer a product or a variation of the product. Utilizing a few of the strategies beneath, an organization could expertise development by means of market penetration.

Change Product Pricing

Extra possible than not, an organization will not be capable of improve market share by growing its value, Although Veblen items do contradict the regulation of provide and demand, an organization can extra possible improve market penetration by decrease its costs. This requires the corporate to sufficiently perceive its enter prices and revenue margins. It additionally requires an understanding of its client base and whether or not a cheaper price will entice the viewers the corporate intends to have long-term.

Create New Product

Although market penetration usually happens with present merchandise, an organization could possibly clear up a buyer’s downside in an revolutionary approach with a brand new good. Although this riskier possibility doesn’t assure market adoption, an organization could put money into analysis and growth to check present merchandise, analyze gaps in worth, detect the place present merchandise fall in need of client expectations, and manufacture a brand new good.

Goal New Geographies

With the proliferation of on-line gross sales, many companies could have already got entry to wider markets than they notice. Nonetheless, for service corporations could also be restricted to 1 geographic area, the corporate could make use of the market penetration technique of transferring, creating, and increasing to a brand new space. With out having to go away its authentic location, the corporate could possibly fund operations in a brand new website by leveraging success at an present website.

Search Partnerships

As a substitute of in search of new locations to function, corporations could penetrate new markets by in search of new folks to work with. Think about the Barnes & Noble and Starbucks partnership. By agreeing to share within the success of internally-operated cafes inside bookstores, Starbucks was capable of enter into a unique promote it in any other case wouldn’t have had entry to.

Within the instance above, it could have been crucial for Starbucks to think about how its model picture built-in with Barnes & Noble. With out cautious consideration, prospects could have been confused to see it inside different sorts of shops (i.e. take into account a Starbucks within a Dwelling Depot).

Innovate Current Product

Although one technique above entailed creating a brand new product, typically corporations merely have to revamp an present good. That is clearly evident with the frequent releases of up to date smartwatches, cellphones, gaming consoles, or different technological gadgets. With every iteration, an organization can merely enhance and provide new advantages. Plus, present prospects which have already skilled the outdated gadgets could also be additional inclined to improve after a constructive expertise.

Purchase Different Firms

Although partnerships entail two separate entities briefly coming collectively to share within the success, acquisitions end in two separate entities legally becoming a member of collectively. By buying an organization, the acquirer could immediately have entry to new merchandise, markets, labor skillsets, intangible belongings like goodwill, or analysis & growth.

Create Promotional Alternatives

For corporations that don’t wish to completely low cost their costs, corporations can penetrate markets by providing short-term promotional alternatives. This technique lures shoppers in by attracting them to low costs. Be suggested that although this may increasingly end in short-term success, it’s extra more likely to result in the wrong viewers having been attracted, particularly if an organization strives to be a higher-quality (and subsequently increased value) firm.

Make investments (Extra) In Gross sales Representatives

Firms could have the whole lot they should efficiently convey a product to market. Nonetheless, if they don’t have the suitable workers readily available, their product could falter. Irrespective of how robust a manufactured product is, an organization should be capable of convey it to the market, talk its worth, and shut gross sales. This will require an organization to extend the headcount of gross sales reps or make investments extra closely in stronger expertise.

Benefits and Disadvantages of Market Penetration

Professionals of Market Penetration

For many corporations, growing their market penetration will improve gross sales. That is as a result of market penetration methods usually entail growing the variety of prospects served or extra deeply turning into engrained within the bigger prospects they serve.

Firms may expertise different advantages from market penetration. Market penetration results in increased visibility of services or products, and markets could start to higher acknowledge the advantages an organization could possibly provide. This enables an organization’s model fairness to extend, as public notion of an organization is most frequently improved as the corporate penetrates new markets.

Firms may also leverage profitable market penetration by being extra strategic with what they provide prospects. As a substitute of being a value taker, corporations which have a deeper presence in a market are extra possible to have the ability to set their very own value, sale phrases, or improve their merchandise as they see match. In some ways, market penetration can solely happen by means of product differentiation and with the ability to convey distinctive advantages to shoppers.

Cons of Market Penetration

Although market penetration could enhance operations, it additionally has the chance to backfire. When corporations hunt down new markets or provide new merchandise, it at all times runs the chance of diminishing their present picture, creating fallacious public perceptions about their firm, or attracting a shopper base that doesn’t align with their strategic plan. As merchandise turn out to be much less widespread, corporations could also be pressured to liquidate merchandise by promoting them at a reduction in the event that they not resonate with shoppers in markets they penetrated.

Although corporations usually carry out market segmentation to try to draw the appropriate prospects, market penetration could improve the chance of the fallacious prospects being served. This may be detrimental to a advertising plan that strives to cater to a sure buyer prepared to pay sure costs for a sure high quality of products. Ought to Apple by chance entice shoppers who wish to pay the bottom costs out there, it should face a dilemma in attempting to retain these prospects or shifting its advertising plan.

Market penetration may sound like a single occasion of garnering deeper market presence, however it’s really a company-wide technique that requires everybody to be on the identical web page about. Think about how the manufacturing, warehousing, procurement, or promoting departments is probably not aligned. This places undue strain on some departments that will have to play catch-up as markets are penetrated.

Market Penetration


  • Typically results in higher monetary success by means of elevated gross sales

  • Typically results in higher monetary success by means of higher portions of consumers

  • Improves product visibility as extra shoppers are uncovered to an organization’s items

  • Improves an organization’s model fairness if the products are appropriately obtained by the market


  • Could trigger confusion about how one product pertains to one other

  • Could trigger the company-wide picture to falter if the fallacious sort of client is attracted

  • Could drive a shift in advertising technique if a unique viewers is attracted

  • Requires all departments to be aligned; in any other case, undue strain will trigger sure departments to battle

Instance of Market Penetration

By the fourth quarter of 2017, Apple Inc. (AAPL) had amassed a market share of greater than 50% of the smartphone market all through the world. Apple has constantly launched new variations or their iPhones with added enhancements and upgrades, together with releasing its high-end iPhone X. Because of its market penetration, Apple has a bigger market share than all of its opponents mixed.

Nonetheless, the corporate nonetheless has alternatives so as to add to its buyer base by concentrating on its opponents’ shoppers and woo them over to Apple services and products.

Why Use Market Penetration Methods?

Market penetration methods are used to finally improve the variety of prospects and gross sales {dollars} of an organization. Market penetration is the act of gaining a deeper presence in a market; by using methods to extend how deep an organization is engrained in a market, that firm usually has higher short-term and long-term monetary well being, is healthier in tune with what its prospects need, and is usually higher positioned in comparison with its competitors.

What Is the Distinction Between Market Penetration and Market Share?

Although each phrases are used interchangeably, market penetration and market share are totally different. Market penetration is usually used to explain simply the proportion of audience an organization sells to, whereas market share takes a extra holistic strategy and appears on the share of the whole addressable market an organization sells to.

Does Market Penetration Improve Market Share?

As a result of market penetration is a extra particular measurement of how a lot of a given market an organization sells to, growing market penetration usually will increase market share potential. For instance, take into account Apple transferring into the smartwatch {industry}. Not solely does this improve its market penetration potential, it’s now a part of a wholly new market and will doubtlessly land components of this new market share.

The Backside Line

Market penetration is a measurement of how a lot of a product is used in comparison with an organization’s audience. There’s quite a lot of methods an organization can use to extend its market penetration together with change its pricing, advertising, manufacturing, or working methods. An organization should be conscious to be keep true to its audience and broadly talk penetration methods throughout the corporate.