Good afternoon,

I am finding it hard to find the right theoretical perspectives to use for a company that operates in a country and I have to look at growth expansion for them within that country that they operate. I think one of the theoretical perspectives would be the marketing mix with the 7ps as a strategy and then I need to look at a conceptual framework? The research problem is:

How can the company increase their market share by reaching a wider target audience in the USA to whom their products and services are of value?

And with regards to the variables: would the dependent variable be market share, with the independent variables being target audience, products and services?

Thank you in advance.