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The public procurement market, like every other market, is made up of customers. In order to find your particular potential among these customers you must find out:
who they
are;
their
needs;
where they are located;
type of contracting authority;
selection criteria (e.g. size of orders).
Our market survey service will enable you to develop a marketing strategy most likely to achieve the overall goals of your company; taking into account resources, product portfolio and product development. Apparent opportunities must be assessed in the light of your company’s marketing strategy and overall business plan.
Practical segmentation in the public procurement markets might mean arranging the various contracting authorities into groups with common demands, and organising the product offer to meet that demand. Large companies are able to trade in several market segments, and to continually modify and differentiate products in response to developments in demand. Success for many SMEs depends on specialisation and high quality of service.
The technique of segmentation has been used by larger companies as a way of dealing with the many variables in the market place: consumer demand, culturally diverse markets, technological developments and competition. We will show you how market segmentation can help you to:
identify target markets;
reduce expenditure on extended
marketing programmes;
be more customer focused;
achieve profitable results
earlier;
specialise;
innovate.
