penetration
n. C / Un. the act of moving into or through something. It can also describe how well a company sells its products in a new market.
n. the act or process of piercing or entering a solid body; also refers to the extent to which a product or brand is known or sold within a specific population.
The company wants to increase its market penetration this year.
The heavy rain resulted in deep water penetration through the old roof tiles.
Successful market penetration often requires a combination of aggressive pricing strategies and localized advertising to overcome established domestic competitors.
From Middle English penetracioun, from Old French penetracïon, and its source, Latin penetrātiō, from the participle stem of penetrō (“pierce”, verb). Morphologically penetrate + -ion.
Uncountable when referring to the general act of entering; countable when referring to specific instances or statistical measurements in business.