National Learning Service Sena

Financial Services Center

Evidence 2:  Market Projection

 Apprentice
 Manolo Mejía Tolosa 

File:2104843 

International Negotiation Technologist Program

 Colombia, Bogotá D. C. , August 15, 2020

Market Share Projection Tips for
Small Businesses
Every small business wants to increase sales
and grow market share. To be successful
requires the ability to assess the company’s
current business, quantify the business that
remains, and then adopt strategic planning
initiatives that increase sales.
Market Share Projection is
Similar to a Gap Analysis
how is this
done?
These are the kinds of questions
How Can a Company Project
its Future Market Share?
Admittedly, determining the size of a given market
isn’t always easy. Some markets
are so large, and grow so fast, that there’s almost no
1. Determine Market Size way to accurately predict its size.
In other instances, the market is so small, and
concentrated in a local area, that it’s
incredibly easy to determine its size. However, the
fundamental principle to determining
market size is to calculate the potential consumption
within the market.
Every small business should be able to
quantify its existing business. However, it’s a
2. Determine Current Business little more involved when it comes to
Relative to Potential Business determining the amount of remaining
business. As mentioned, it’s a question of
understanding how much customers could
actually purchase within a given year.
Determining current market share
simply involves dividing current
3. Determine Current business by total
Market Share market size.
-Does the small business have a cost advantage it could use to
steal more business? If so, how much could it realistically steal?
•Doe the small business currently have contractual agreements
on supply with customers and are those customers looking to
increase their consumption?
that small businesses should • Can the small business capitalize on any errors made by its
ask themselves to Project their
competition?
• Have customers indicated that they’ll be buying more in the
business into the future coming year and have these numbers been captured in sales
forecasts?
• Does the small business have a new product and have
customers indicated they’ll move forward with orders? If so, what
are the volumes?
English Spanish Definition
Future market Mercado Futuro The futures market consists  When we want to create
of trading contracts for the p
urchase and sale of certain 
goods at a future date throu
gh an agreement on price, q
uantity and maturity at the pr
esent time.
Project Proyecto A project is a planning that c
onsists of a set of things tha
t are interrelated and coordi
nated.
Is a company that has certai
Small business Pequeña empresa
n occupational and financial  When we want to create a co
limits set by the States or re
gions
A potential market is a latent
 business opportunity. A pot
Potential Business Negocio Potencial ential market is one that doe
s not consume your product,
but has or may have the nee
d to consume it
Image Example
 
a product, we must stud
y the market in the futur
e, to know how accepted
 our product will be
When you want to create a c
ompany, do a group work or 
start studying, you must hav
e a project because you will 
be more organized
mpany or service
When we study and analyze a 
market in which you are startin
g, trying to know if the product 
will be a good business or not
English Spanish Definition
Forecasting Prevision It is thinking about what is go
ing to happen through the int
erpretation of signs or signal
s; seeing ahead; preparing m
eans for future contingencies
A company is an organization
 or institution engaged in acti
Company Empresa vities or pursuit of economic  ative to undertake with a prod
or commercial purposes to m
eet the needs of society for g
oods or services.
works by virtue of the relation
ship between supply and dem
Current Market Mercado Actual and the price of products and
 services is determined by th
e supply that the various sup
pliers make and what the dem
and is
is defined as a method for ev
aluating differences between  we must make a complete an
Gap Analisys Analisis de brecha actual and expected performa
nce in an organization or busi
ness.
Image Example
When we enter a new or esta
blished market, we must prev
ent any kind of inconvenienc
e when exporting a product
When a person takes the initi
uct or service to offer, startin
g as a small business.
Due to the situation that the w
orld is going through, the cur
rent market has changed a lot
, for example the market of th
e mouthpieces has grown a l
ot,
but some restaurants have fal
len into bankruptcy
When we want to undertake, 
alysis of the market, in additi
on to having a more orderly p
roject
English Spanish Definition Image Example

Sales Territory Territorios de is the customer group or geo

graphic area for which an indi
ventas vidual vendor or group of ven
dors is responsible.
Geographic area containing c
urrent and potential customer
 accounts that are assigned t
o a particular vendor

allows access to new markets
Technological Ventaja Tecnologica  with products of greater add We have benefits such as qui
ed value and the exit to these  ck access to information, it h
advantage new markets, supposes the e elps inspire us when creating
ntrance of new knowledge tha  a product or service
t is incorporated in the compa
ny, as source of information f
or the processes

refers to original products, pr
oduct improvements, product
 modifications, and new bran
New product Nuevo Producto ds that the company develop
s through its own research an
d development activities.
Are those that give a new twis
t, make a new design or provi
de a new utility to an existing 
product.

the quantification of net sales They represent the amount of
 is obtained as the difference   all sales that the company ha
between gross sales and the  s made, within its line of busi
Sales Totals Ventas Totales offers, returns and bonuses t ness, whether they have been
hat have not yet been paid.  made in cash or on credit.
English Spanish Definition Image Example

the collection and analysis o As examples we find informa
f information, with regard to t tion gathering, market resear
Market information Informacion de he world of business and the ch, interviews and surveys, t
 market, carried out systema hese are some of the steps 
mercados tically or expressly, in order  when finding market informa
to be able to make decisions tion
 within the field of strategic a
nd operational marketing.

As an example we have to fo
As examples we find informa rm alliances with companies 
tion gathering, market resear to share resources: In this c
ch, interviews and surveys, t ase, if one of the companies 
Strategic Estrategia hese are some of the steps  has business opportunities,
when finding market informa both can benefit
tion

includes collection rights ari Customer accounts belong t
sing from the sale of product o Current Assets, their positi
s or services that have been  ons are considered financial 
made but not yet paid for, as  assets, and they are include
they are not paid in cash, eit d in the current assets of the
Customer Accounts Cuentas de clientes her in part or in full.  balance sheet.