Penetration

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1. Strategy - marketing - market analysis.

In market analysis, penetration measures the level of sales, compared with a theoretical maximum or other guideline.

The penetration figure aims to answer two related questions:

(i) What proportion of the potential total market is currently buying our product or service; and

(ii) If we were to make efforts to increase sales in this market, how much scope is there to achieve increases in the future?


If the market is for the kind of product or service for which one per person might be a relevant maximum - perhaps mobile phone use - then a simple percentage of the number of users divided by the total population might be an appropriate measure of penetration.


Mobile banking in Africa
"Whilst bank account penetration is low, mobile phone penetration is high..."
Cash management in Africa - the Treasurer's Wiki.


In other markets, different measure of penetration may be more appropriate.

For example, bank credit / loan penetration in a country or region is generally measured as the value of outstanding loans divided by Gross Domestic Product (GDP).

When the penetration measure is calculated in this kind of way, the measure can exceed 100%.


2. Cybersecurity - cyber breach.

Breach of cybersecurity defences by an attacker.


CBEST - ethical hacking
"CBEST uses intelligence from government and accredited commercial providers to identify potential attackers to a particular financial institution.
It then replicates the techniques these potential attackers use in order to test the extent to which they may be successful in penetrating the defences of the institution, allowing a firm to understand where they are vulnerable and prepare and implement remediation plans."
Cybercrime - A Threat and an Opportunity - the Treasurer's Wiki.


See also

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