This Marketing Plan, The Ansoff Matrix, is a tool that can be used to analyze and recommend growth strategies. In addition, the matrix reveals the risks associated with each system. In this strategy, a company seeks to increase its market share in an established market by utilizing existing products. Market penetration is selling more of a company's existing products to existing markets. Brands such as Coca-Cola, Pepsi, and Heineken invest heavily in marketing to enter new markets. Furthermore, they try to leverage their distribution channels by striking attractive deals with a wide range of distributors, such as supermarkets, restaurants, and bars. Similarly, telecommunications operators that serve the same market use a market penetration strategy that includes offering introductory prices, running promotion campaigns, and expanding their distribution channels.