Market Research – 1st Step to Prepare Your Business


Market research is required if the producer of goods wants to navigate the emporiums in which he can sell his products and the facts that affect these emporiums.  The first and the main rialto for the amplification of business strategy is the disposals market.

The Disposals Market

The disposals market is a part of the rialto within which disposals (wholesale disposals and retail) of goods produced by the enterprise, association, and industry are carried out. The disposals mart is formed and developed within the framework of a certain commodity market.

The rialto for the sale of a certain good can be conditionally divided into several parts:

  • Consumers who do not know about the offspring (sleeping segment);
  • Consumers who know about the product, but do not acquire it;
  • Consumers who acquire the commodities of competitors;
  • Consumers who acquire our commodities.

The disposals volume, average price level, disposals proceeds, the amount of profit received, etc. depend on the disposals emporiums. First of all, it is necessary to study the dynamics of the position of each type of good in the disposals emporiums over the last 3-5 years which can be done with the help of

Offspring Categories

According to the results of the analysis, four categories of goods can be named:

  • “Stars,” which bring the main profit to the enterprise, promote economic growth and are in top marketplace positions;
  • “Cash cows” that are experiencing a period of maturity, contribute to an insignificant extent to economic growth, do not need investments, bring profit that is used to finance goods;
  • “Adolescents” that are new commodities that need advertising do not bring profits yet, but in the future, they can become “stars”;
  • “Losers” are non-viable commodities that do not contribute to economic growth and do not bring profit.

At the same time, it is necessary to take into account at which milestone of the life cycle each good is in separate mart segments:

  1. Zero milestone is characterized by the study and approbation of the company name ideas of developing a new product, and then the offspring itself.
  2. At the first milestone (offspring launch and introduction) it becomes clear whether the offspring will be successful in the market. The profit at this milestone is not high, since considerable funds go to research, promotion of the offspring to the mart.
  3. At the second milestone (growth and amplification of disposals), the offspring starts to make a profit, it quickly covers all costs and becomes a source of profit, although it requires expenses for advertising support of its promotion in the market.
  4. The third milestone (maturity) is characterized by the fact that the commodity has a stable market, is in demand and brings a regular income. It is in the most profitable period, since it does not require the costs of promotion to the market, but only for advertising support of its popularity.
  5. At the fourth milestone (saturation and recession), initially the disposals volume does not change significantly, and then it becomes sharply reduced for predictable and unpredictable reasons: a offspring that does not undergo any changes bothers consumers or the need that it was intended to satisfy disappears

The task is to catch and anticipate the decline in demand for goods in time by improving or replacing it with others.

Rialto Analysis and Its Possibilities

When analyzing the disposals emporiums for commodities, it is necessary to take into account that there are many different signs of the classification of commodity emporiums. The use of certain characteristics depends on the purpose of the study.

One of the important features of commodity emporiums is territorial coverage. The analysis of markets in each particular study is conducted within the framework of the internal (cumulative), external (world), regional (certain territorial unit) market.

Classification of the market can also be carried out by the ability of goods to meet the needs of certain groups of consumers. A feature of the study of such commodity markets is the consideration of the interrelationships of various forms and means of satisfying a particular need.

In the process of analysis, it is also necessary to identify real and potential competitors, analyze their performance, identify strengths and weaknesses of their business, financial capabilities, competitors’ goals and strategy in the field of rialto expansion, production technology, offspring quality and price policy. This will allow you to anticipate the way they behave and choose the most appropriate ways to struggle to win a niche in the rialto from a competitor.