Under armour increasing its advertising spending and offering an ever-increasing range of styles and colors in its original apparel line is an example of a ________ strategy.
The answer that completes the blank above is MARKET PENETRATION. There are four alternative growth strategies in the Ansoff Matrix and one of this is market penetration. When we say market penetration, this means that the focus in the selling is with your existing products into your existing market. In the example above, what Under Armour did is that it just added more range of styles and colors in its existing apparel line. The focus of the selling here is on the new styles and colors but still selling the same product.
