Mini Case: Growing the Category or Fighting for Competitors' Customers?

You are the marketing director for "Hon$-$ee Suckelz," a pre$-$packaged drink snack flavored with natural honey instead of sugar. Previous research has indicated your closest competitors are other pre$-$packaged, high end, naturally sweetened beverages. Further, you are still a fledgling company and only distribute your product in a few U$.$S$.$ states.

Although sales have been successful to date, you would like to assess whether your upcoming marketing campaigns should focus on one of two strategies. Strategy one would be to expand the market: this strategy would use promotional messages that emphasize the all$-$natural nature of your product compared to other competing products like sodas that have "artificial" sweeteners. Strategy two would focus on attracting consumers away from current competitors. The messaging here would emphasize how "Hon$-$ee Suckelz" has numerous attractive properties that distinguishes it from other "all$-$natural" packaged sweetened beverages.

To decide between these two options, you would like to understand the current penetration $\%$ in your relevant markets. You currently operate within $4$ distinct regional markets.

$($i$)$ Click the icon to view a description of how to calculate the key penetration metrics.

Click the icon to view the additional data for the relevant markets.

Which $4$ harket is the most appropriate to adopt a "market expansion" promotional strategy?

market with the market penetration $\%$ of $\%$ is the most appropriate to adopt a "market expansion" promotional strategy. $($Round to two decimal places.$)$