A penetration strategy focuses on the firm’s existing product in its existing market. The entrepreneur attempts to penetrate this product or market further by encouraging existing customers to buy more of the firm’s current products. Marketing can be effective in an extensive marketing campaign to encourage its existing customer base of university students to eat its pizza three nights a week rather than only twice a week. This growth strategy does not involve anything new for the firm and relies on taking market share from competitors and/or expanding the size of the existing market. Therefore, this growth strategy attempts to better exploit its original entry.