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it's not explained in game, but you need to keep raising your control limit otherwise your market share will never increase when the limit reached.
when that happens your market share will no longer increase naturally, although you can still use promotion to increase it.
also, needless to say, you cannot increase market share if a rival firm owns all free market share. When that happens, you need to reduce their market share through price war or the other strategy.
the last way to increase market share is to get a monopoly license. This is called "merger" in game, and you can only get 1 from the imperial capital every year. As long as you own above 50% market share of any product, you can use the license to get 100% share at a price.