Any company, it does not matter whether it produces goods, provides services or acts as an intermediary between seller and consumer, needs its own sales market. One on which the offered products are in demand and there is potential for growth. Without it, creating a successful business is simply impossible.
What are markets sales?
This term usually means a certain economic space in which sellers offer goods and services, and consumers purchase them. The sales market can be conditionally segmented according to various criteria:
- In scale. It can be international, national, regional, city, district.
- By law. Legal market or shadow.
- By competition. It can be monopolistic, oligopolistic and competitive.
- By the type of products offered. For example, a market for goods and services.
- According to consumers. Maybe b2c, that is, focused on ordinary consumers, b2b - it employs companies selling their product to other organizations, the public sector.
The most important characteristics that any market has are its capacity and saturation with competitors. Based on these criteria, it can be concluded how much it is filled with similar or similar products and whether there is a development prospect in this sector.
Market analysis
The need for research arises when the manufacturer or seller wants to assess the promotion opportunities of their goods and services, as well as determine the potential growth potential.
Technically, large players need to constantly monitor their markets for goods, otherwise the risk is great not to notice significant changes in consumer demand.
A separate market for services and goods can be divided into several parts.
- Consumers who do not know about the proposed product.
- Those who purchase goods and services from competitors.
- Consumers who know about him, but for some reason do not get it.
- The company's customers - that is, those people who both know and buy.
Work with analysis results
Having received a similar segmentation of the market for a particular product, it is necessary to deepen the analysis to a lower level. In fact, the correct work with the obtained consumer groups opens up enormous opportunities for the growth of the company. Moreover, not only by attracting new customers, but also through efforts to eliminate their own mistakes.
For example, if you start working with those who prefer to buy from competitors, you need to find out why customers make the choice in favor of others. Some criteria are quite difficult to adjust. For example, the geographical location of the company or the specifics of the product. However, things such as the level and speed of service, additional service, value for money, can be improved relatively quickly.
Market organization
To conduct a qualitative analysis of consumer demand, determine the needs of the market, organize the production of goods and form a competitive price for it, is not enough for successful promotion of products. To occupy a solid place in its niche, an enterprise needs to form a sales market for its products. Will the company be successful, will it occupy a strong position in the market, will it be able to satisfy the needs - all this will be decided by consumers.
The growth of the company, its profit and place in its niche in the eyes of consumers directly depend on the quality of the organization of the sales market. There are very important points that enterprises need to pay attention to.For example, feedback from the end customer. Without the organization of channels for obtaining such information, it is impossible to respond in time to your shortcomings, as well as to changes in consumer preferences.
Methods for creating a sales market
For this, any organization has several methods:
- Straight. In this case, the manufacturer takes over the management and implementation of all processes related to the marketing of its products. The advantages of this approach are that control occurs at all stages: from the creation of a product to its acquisition by the consumer. The organization also has a great opportunity to receive quick and complete feedback and respond quickly to changing needs and market trends. The disadvantage of this approach is the need to maintain additional staff, a logistics department, etc. Usually, only small companies operating in a small market with limited geography use the direct method.
- Indirect method. They resort to it when using direct is unprofitable or requires very large material costs. For example, due to the vast geographic market. It consists in the use of various kinds of intermediaries.
- Combined. It combines the most cost-effective methods of marketing products. This approach is most effective because it allows you to use the maximum number of channels for the sale of goods and communication with market participants.
Profit increase
The objective and natural desire of any company is to increase profits and achieve leading positions in their field. Therefore, in addition to improving internal factors, it is necessary to work on external ones. This implies expanding sales markets.
The following main directions of this process can be distinguished:
- Increased presence in your niche. Usually achieved by improving the quality of goods, providing additional services, releasing new versions of the product targeted at specific groups of customers.
- Access to other markets. In this case, the company expands to higher sales levels.
- Issue of additional goods to increase the average amount of a check.
Sales increase
In practice, there are three main strategies for increasing sales.
- Any new or existing product on the market has the potential to attract new customers. That is, there is a group of consumers who simply do not know about it, and among them there is a certain percentage of people who would buy this product. In this case, the task of the marketing service will be the search and implementation of ways to convey information to such consumers. You can also work with a group of customers buying from competitors.
- Search for new ways to use an existing product.
- Stimulating increased consumption of products.
In some cases, a company selling goods may enter the service market by offering additional services for its products. Usually, much less money is spent on such a move than on creating and promoting a new product.
Creating a good sales market with its subsequent analysis and correction is the key to the successful development of the enterprise. That is why it is necessary to direct maximum efforts to search and correct errors at the initial stage of the project.
