does market penetration increase market share 
because market penetration is a more specific measurement of how much of a given market a company sells to increasing market penetration often increases market share potential for example consider apple moving into the smartwatch industry not only does this increase its market penetration potential but it is now part of an entirely new market and could potentially land parts of this new market share the bottom linemarket penetration is a measurement of how much of a product is used compared to a company s target audience there are many strategies a company can use to increase its market penetration including changing its pricing marketing manufacturing or operating strategies a company must be mindful to stay true to its target audience and broadly communicate penetration strategies across the company 