EVIDENCE 2.

MARKET PROJECTION

LINA MARCELA GONZÁLEZ GONZÁLEZ

SEVICIO NACIONA DEL APRENDIZAJE SENA

INTERNACIONAL NEGOTATION
BOGOTÁ D.C., COLOMBIA
OCTUBRE 2017
EVIDENCE 2. MARKET PROJECTION
1. To elaborate a conceptual map about the document “Expressing opinions and preferences”.
2. Write a summary about “Market Share Projection Tips for Small Businesses”.
Market Share Projection Tips for Small Businesses
Market Share Projection Tips for Small Businesses is a document about the shape how the small
businesses work in increase their sales and win a position in the market. So, initially, the text tackles
the mains reasons by which the small businesses point market share projection. Thus, for this is
necessary having a process of strategic planning, aiming of increase sales in a current market share.
The document is dividing in three parts, first, explaining a comparison the process necessary for
market share projection and the process of gap analysis, second, present the fundamental steps to
determine the market’s size and the company’s position in this, finally, evidence the ask that at small
business de done to become a recognized company in its market.
Market Share Projection is Similar to a Gap Analysis
The document depicts an example about a company, this determine each customer in terms of
current business and identify the amount of remaining business. The company uses a step to achieve
this projection. However, is important that the company have a pertinent date about its market, so
determine the potential business. These steps are:
1. Determine Market Size: this is not an easy process, because, accurately predict market’s
size imply know if it is a small and long market. But, the fundamental step is calculated the
potential consumption within the market.

2. Determine Current Business Relative to Potential Business: Determine the potential

business of the product that the small company produced.

3. Determine Current Market Share: Identify the current market share is simply involves,
because, only, dividing current business by total market size.

How Can a Company Project its Future Market Share?

In the projection of the Market Share is important recognize that every market is different, owing to its
dynamics and its size. So, the Future Market Share’s projection is adjusted to own circumstances.
Nevertheless, the text present a basic questions for determine the potential business.
 1. Does the small business have a cost advantage it could use to steal more business? If so,
how much could it realistically steal?
2. Does the small business currently have contractual agreements on supply with customers
and are those customers looking to increase their consumption?
3. Can the small business capitalize on any errors made by its competition?
4. Have customers indicated that they’ll be buying more in the coming year and have these
numbers been captured in sales forecasts?
5. Does the small business have a new product and have customers indicated they’ll move
forward with orders? If so, what are the volumes?
6. Has the small business improved its marketing approaches and seen better, more qualified
sales leads?
7. Does the small business have a technological advantage, or even a cost-peruse benefit to its
products, that they could leverage to secure more sales?
These questions are based in information about the market, customers, market´s size, the product
offered, technological advantage. Thus, these questions are necessaries for have a projection in the
increase sales and market’s position.

Technologies tools
Cmap Could. Available in: https://cmapcloud.ihmc.us/
Bibliography
SENA (2017). Expressing opinions and preferences. Taken from:
https://senaintro.blackboard.com/bbcswebdav/institution/SENA/Ventas/122702/Contenido/DocArtic/M
arket%20share%20projection%20tips%20for%20small%20business.pdf
SENA (2017). Market Share Projection Tips for Small Businesses. Taken from:
https://senaintro.blackboard.com/bbcswebdav/institution/SENA/Ventas/122702/Contenido/DocArtic/M
arket%20share%20projection%20tips%20for%20small%20business.pdf