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Market potential and share

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Humsi Singh
Humsi Singh

The presentation explains the concept of market potential and market share. categories and types are also explained of the above.

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Market Potential and Share By Humsi Singh
Introduction • Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.” • Marketing researchers engage in a wide variety of activities, ranging from analyses of market potential and market shares to studies of customer satisfaction and purchase intentions. • The market forecast shows expected market demand, not maximum market demand. For the latter, we need to visualize the level of market demand resulting from a very high level of industry marketing expenditure, where further increases in marketing effort would have little effect.
Market Potential • Market Potential can be defined as the total amount of possible sales in a market. • The estimated maximum total sales revenue of all suppliers of a product in a market during a certain period. • Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.
Categories of Market Potential • General Market Potential: You figure out a customer profile (who you want to target with your marketing) and combine that with the geographic size you want to target (how many of those people are in that area). This is your general market potential. • Total Market Potential: Total market potential is the maximum sales available to all firms in an industry during a given period, under a given level of industry marketing effort and environmental conditions. A common way to estimate total market potential is to multiply the potential number of buyers by the average quantity each purchases, times the price. • Area Market Potential: Because companies must allocate their marketing budget optimally among their best territories, they need to estimate the market potential of different cities, states, and nations. This is known as area market potential.
Market Share • Market share is the percentage of total sales that a company can expect to get from the total market. • To calculate market share divide your sales forecast by the total market potential. • The proportion of industry sales of a good or service that is controlled by a company.
Categories of Market Share • Overall market share: overall market share is the company’s sales expressed as a percentage of total market sales. • Relative market share: relative market share is market share in relation to a company’s largest competitor. • Served market share: served market share a company’s sales expressed as a percentage of the total sales to its served market.
Conclusion • Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. In order to make marketing process successful, analysts and researchers study about the market potential and structure of the enterprise.
Market potential and share

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Market potential and share

  • 1. Market Potential and Share By Humsi Singh
  • 2. Introduction • Marketing is about identifying and meeting human and social needs. One of the shortest good definitions of marketing is “meeting needs profitably.” • Marketing researchers engage in a wide variety of activities, ranging from analyses of market potential and market shares to studies of customer satisfaction and purchase intentions. • The market forecast shows expected market demand, not maximum market demand. For the latter, we need to visualize the level of market demand resulting from a very high level of industry marketing expenditure, where further increases in marketing effort would have little effect.
  • 3. Market Potential • Market Potential can be defined as the total amount of possible sales in a market. • The estimated maximum total sales revenue of all suppliers of a product in a market during a certain period. • Market potential is the limit approached by market demand as industry marketing expenditures approach infinity for a given marketing environment.
  • 4. Categories of Market Potential • General Market Potential: You figure out a customer profile (who you want to target with your marketing) and combine that with the geographic size you want to target (how many of those people are in that area). This is your general market potential. • Total Market Potential: Total market potential is the maximum sales available to all firms in an industry during a given period, under a given level of industry marketing effort and environmental conditions. A common way to estimate total market potential is to multiply the potential number of buyers by the average quantity each purchases, times the price. • Area Market Potential: Because companies must allocate their marketing budget optimally among their best territories, they need to estimate the market potential of different cities, states, and nations. This is known as area market potential.
  • 5. Market Share • Market share is the percentage of total sales that a company can expect to get from the total market. • To calculate market share divide your sales forecast by the total market potential. • The proportion of industry sales of a good or service that is controlled by a company.
  • 6. Categories of Market Share • Overall market share: overall market share is the company’s sales expressed as a percentage of total market sales. • Relative market share: relative market share is market share in relation to a company’s largest competitor. • Served market share: served market share a company’s sales expressed as a percentage of the total sales to its served market.
  • 7. Conclusion • Marketing is a social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. In order to make marketing process successful, analysts and researchers study about the market potential and structure of the enterprise.