流利说商务英语Level5-Unit2-Part1-Market-Share-Terms

流利说商务英语Level5Unit2Part1MarketShareTermsTotaladdressablemarketorTAMTotaladdressablemarketorTAMisthetotalmarketdemandforaproductinayear.Itisusedtoindicatehowmuchpotentialabusinesshasinthemarket.BeforecalculatingTAM,acompanyshouldconsideritsabilitytoreachitstargetmarket.TargetmarketAtargetmarketreferstoagroupofconsumersthataproductorserviceisaimedat.Thesecustomerscanbeidentifiedbyincomelevel,age,genderorlocation.Bydefiningatargetmarket,companiescanmaketheirmarketingcampaignsmorefocused.Bydefiningatargetmarket,companiescanmaketheirmarketingcampaignsmoreappealingandeffective.UnitsalesUnitsalesreferstothenumberofproductsacompanysellsoveraperiodoftime.Forexample,ifacompanysold5millionmobilephonesinayear,thenitsold5millionunits.Unitsalesanalysiscanbeusedtocalculateacompany'saverageproductprice.Comparingunitsalesregularlycanhelpdetermineifthecompanyismovinginapositivedirection.KeyplayersCompanieswithalargemarketshareareknownaskeyplayers.Theyhaveadominantpositioninthemarket.Withoutcompetitiveproductsandservices,newcompaniesmaystruggletocompetewithkeyplayers.However,byanalyzingkeyplayers’strengthsandweaknesses,companiescanfindtheirownnicheinthemarket.MarketgrowthrateMarketgrowthratereferstothepercentageincreaseinsalesinthemarketoveraspecificperiodoftime.Keepingtrackofthemarketgrowthrateallowsacompanytocompareitsperformancewithcompetitors’.Forexample,ifacompany'ssaleshavegrownlessthanmarketsales,ithaslostmarketshare.Withoutcompetitiveproductsandservices,newcompaniescan'tcompetewithkeyplayers.Ifacompany'ssaleshavegrownlessthanmarketsales,ithaslostmarketshare.Newcompaniescannotcompetedirectlywithkeyplayersunlesstheirproductsareinnovative.Inordertocompetewithkeyplayers,companiesneedtofindtheirownnicheinthemarket.Ifnewcompaniescancompetesuccessfully,theyarelikelytobecomekeyplayerswithinamarket.