Two examples of market maps appear below, both constructed during in-company segmentation workshops by the participants. For reasons of commercial confidentiality the identities of the two markets captured in these maps have been disguised and the figures appearing on the maps have all been altered.
The first map is for a particular internal decorating activity and illustrates how the market works today. Once this base has been established it is then a useful exercise to re-draw the map in order to reflect what you believe the market will look like in three or more years time. This map is constructed to be read from the top down to the bottom.
Notes: Each stage along the market map (represented by a cube) is called a ‘junction’. ‘Sheds’ is the name sometimes used to refer to hardware superstores. The total size of this market is GB£300 million.
The second map is for a market whose needs are met by employing specialized technical equipment. As well as illustrating the current routes to market, this map also highlights where decisions are made and how many units the various decision-makers decide upon. All figures were estimates, the primary interest during the workshop being to illustrate the relative importance of the different parts of the market to each other. More accurate figures were developed as part of the follow-up work. This map was constructed to be read from the right across to the left.
Notes: Each stage (junction) along the market map where decisions are made (represented by a cube with thickened lines) is known as a ‘market leverage point’. The total size of this market is 1300 units.
How this map helped the company's segmentation project is outlined in the Process Examples section of this website.