Which strategy focuses on increasing a company's existing market presence?

The strategy that focuses on increasing a company's existing market presence is market penetration. This approach aims to enhance the company's share in its current market by encouraging existing customers to buy more products or services or by attracting new customers from the competition. It often involves tactics such as price reductions, increased marketing efforts, or improved customer service to boost sales volume within the established market.

Market penetration is particularly effective when the market is not saturated, allowing a business to intensify its efforts and gain a larger share without introducing new products or entering new markets. This strategy relies on understanding customer needs and leveraging competitive advantages to outperform rivals in the same marketplace. It is fundamental for businesses looking to solidify their standing before considering broader strategies like diversification, product development, or market expansion.