Market penetration is the name given to a glowin strategy where the business focuses on selling existing products into existing markets. Market penetration seeks to achieve four main objectives : Maintain or increase the market share of current products - this can be achieved by a combination of competitive pricing strategies, advertising, sales promotion and perhaps more resources dedicated to personal selling Secure dominance of growth markets - Restructure a mature market by driving out competitors; this would require a much more aggressive promotional campaign, supported by a pricing strategy designed to make the market unattractive for competitors Increase usage by existing customers - for example by introducing loyalty schemes