Evaluar el potencial de mercado de su empresa

Viviana Rivera • November 22, 2023

Cuando se está a punto de lanzar un nuevo  producto o emprender un negocio, suele asomar  una pregunta clave: "¿Cuánto puedo ganar con mi  idea?". La respuesta está en entender un concepto  conocido como "Potencial de mercado". Es un  término que resuena en los pasillos de los  departamentos de marketing y las salas de juntas,  pero que sigue siendo esquivo para muchos.  Estamos aquí para descifrar esta palabra de moda  y ayudarle a liberar su poder. 






¿Qué es el potencial de mercado? 

Imagínese que está en la cima de una montaña y contempla un vasto paisaje lleno de clientes  potenciales. Cada uno de ellos podría estar interesado en su producto. El total de ingresos  que podría obtener de esos clientes es su mercado potencial. Parece un sueño, ¿verdad? Sin embargo, no es tan sencillo como multiplicar el número de  clientes potenciales por el precio de su producto. ¿Por qué? Porque este escenario ideal  presupone que todos y cada uno de los clientes potenciales comprarán su producto, un  escenario que rara vez, o nunca, se cumple. Entran en juego factores específicos que reducen  este amplio mercado. 



Descifrar los factores que influyen en el potencial del  mercado 

El tamaño del mercado, la rentabilidad de la inversión (ROI), la competencia dentro de la  categoría, las barreras de entrada, el entorno político y el entorno interno: todos estos  elementos conforman su potencial de mercado. Ayudan a responder preguntas críticas: ¿Es el  mercado lo bastante rentable como para invertir en él? ¿Hay competidores que ya fabrican  productos similares?¿Existen dificultades para entrar en el mercado? ¿El entorno político limita las ventas? ¿Dispone de recursos para competir en el mercado? 


Comprender estos factores es como tener una brújula que le guíe por el complejo terreno del  mercado. Te permite navegar por tu camino, armado de conocimientos y perspicacia. 



Análisis del potencial de mercado 

Identificar el tamaño y la demanda del mercado, examinar la competencia, evaluar la tasa de  crecimiento del mercado, calcular la rentabilidad y considerar las influencias externas: estos  pasos forman la columna vertebral de un análisis del potencial de mercado. Es como mirar en  una bola de cristal que le ayuda a comprender el comportamiento y las preferencias de sus  clientes objetivo, analizar a los competidores y evaluar las tendencias del mercado y los  factores externos. 



La diferencia: Mercado Potencial vs. Mercado Potencial  vs. Mercado Objetivo 

Ahora es cuando la cosa se pone interesante. Potencial de mercado, mercado potencial,  mercado objetivo... pueden sonar parecidos, pero cada uno tiene un significado único. El mercado potencial se refiere al público total que podría estar potencialmente interesado en  utilizar su producto. Por otro lado, el mercado objetivo es el público específico que tiene más  probabilidades de interesarse por su producto, a pesar de la competencia y otros factores que  influyen en la demanda. El tamaño del mercado, estrechamente relacionado con el mercado  potencial, representa el grupo de personas con más probabilidades de interesarse por su  producto o servicio. 



¿Por qué es importante el potencial de mercado? 

En pocas palabras, entender el potencial del mercado es como tener una hoja de ruta para su  viaje empresarial. Ayuda a determinar el valor potencial de su idea y si es probable que sea  rentable. Si realiza un análisis del potencial de mercado y tiene en cuenta diversos factores,  podrá tomar decisiones con conocimiento de causa y desarrollar estrategias para atraer y  atender a su público objetivo. 


Comprender el potencial del mercado no sólo te da cifras; te da conocimiento. Le capacita  para transformar sus ideas en realidad, para convertir el potencial en beneficio. Así que,  cuando estés a punto de lanzar tu producto o poner en marcha tu empresa, recuerda: entender  el potencial de mercado no es solo una opción, es una necesidad. 

Al final, no sólo aspiramos al potencial, sino que lo desbloqueamos. No nos limitamos a soñar  con el éxito, sino que elaboramos estrategias para alcanzarlo. Y comprender el potencial del  mercado es el primer paso en ese camino. Demos ese paso juntos.





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