Penetration

I just heard last week that the company I work for will be laying out a plan to penetrate a market it has left untouched for some years now. I assume the business unit will weigh the costs and risks versus the rewards involved in such a venture. It will be interesting to get to see this play out and whether or not it is a successful venture or failure. If it succeeds it could mean huge profits and ramp ups in production which would in turn mean more jobs.