Sales market

The concept of “sales market” is well known both to specialists in the field of economics, management, marketing, and ordinary people. It is understood as an economic space where various companies present their goods and services, and consumers have the opportunity to choose them and, if desired, purchase them.

Depending on the type of product and the nature of the need that determines the demand for it, the market can be:

1. Consumer.
2. Enterprises.
3. State institutions.
4. Intermediate sellers.

On a territorial basis, sales markets are divided into:

1. Worldwide.
2. National
3. Regional
4. Zonal.
5. External
6. Internal

Depending on whether there is competition on the market or not, they are divided:

1. Monopolistic.
2. Oligopolistic.
3. Competitive.

The market for any product is divided into four segments. The first will include consumers who regularly buy this product or service. The second is consumers who purchase a similar product or service from a competing firm. The third segment includes consumers who know about the product, but for some reason do not buy it. And to the fourth segment - consumers who do not have any information about the product.

Any manufacturer (seller) seeks to sell their goods and make a profit. To do this, it is necessary to attract new customers, maintain interest in the old and stimulate sales in various ways. It is for these purposes that market research is carried out.

How to conduct a market analysis and what is it for? Such studies are carried out, first of all, in the case when the manufacturer is going to bring its goods to a new market. At the same time, data for the previous 5 years for each type of goods of interest is carefully studied. Please note the following:

1. At what specific stage of the life cycle is the product currently located.
2. Territorial coverage. For large product groups, for example, an external or global market is needed .
3. The presence of potential and real competitors. Their financial capabilities, strengths and weaknesses, strategies, goals, product quality, pricing , etc. are determined.

Thanks to the analysis of the sales market, you can choose the most profitable line of behavior in relation to competitors. Predict their actions and lure buyers.

The following market analysis methods are available:

1. General analysis of the market, its scale, the position of a particular enterprise on it, demand assessment, etc. The obtained indicators can be systematized in several ways: analytical tables, positioning maps, calculation of indicators using time series.
2. Analysis of data by class. In this case, all the data is divided into important and not important in relation to each product.
3. Hypotheses, statements of experts.

Studying the market, as a rule, they use only one method. The choice depends on the purpose of the analysis. The set of necessary data and the way in which they will be studied most thoroughly are determined.

The results obtained must be considered in aggregate. Otherwise, an incorrect opinion may arise. It should also be remembered that the market situation is constantly changing (demand, competition, population, etc.). In this regard, the indicators of interest must be constantly observed.

Correctly assessing the market situation using only numbers is sometimes quite difficult. In this regard, other methods are also used. For example, questionnaires or surveys of the population, direct communication, mass events, etc.

Similar research is carried out by almost all enterprises. However, many people stop there. It is very important to apply the obtained results in practice. Only in this case, the successful production and sale of goods will be successful.