What growth strategy targets current products and markets with the goal of increasing market share?

The growth strategy that focuses on current products and markets to increase market share is market penetration. This strategy aims to enhance the sales of existing products within the existing market. By implementing various tactics such as promotional activities, pricing adjustments, and improving customer service, a company can encourage more customers to purchase its products or persuade existing customers to buy more.

The goal of market penetration is to increase the overall market share by attracting customers away from competitors or prompting current customers to increase their purchase frequency. This approach does not involve new products or entering new markets, but rather intensifies efforts and marketing activities in areas where the business is already established.

The other options involve different strategic focuses; for instance, market development pertains to introducing current products into new markets, while market segmentation involves dividing a broader market into smaller segments for targeted marketing. Market positioning refers to how a product is perceived in relation to competitors, rather than a direct strategy for market share growth.