Analyzing Tema.la's Commercial Function and Trading System

Tema.la Commercial Function

Analysis of the Trading System

The Market

Marketing occurs when individuals or companies desire a product or service and have the economic capacity to satisfy that need. We can distinguish between:

• Consumer Market:
  • Difficult to quantify potential consumers.
  • Purchases meet subjective needs.
  • Prices are determined by the market.
  • Small volume transactions.
  • Manufacturing based on market demand.
• Industrial Market:
  • Easy to quantify due to planned dimensions.
  • Prices are negotiated.
  • Large volume purchases.
  • Manufacturing based on demand and consumer behavior.

Demand

Demand encompasses all activities and organizations involved when individuals seek, evaluate, use, and dispose of goods or services to meet their needs. These activities are:

• Complex
• Vary by product
• Vary by product life cycle

Segmentation

Segmentation divides the market into groups to develop homogeneous marketing policies for each group. Three marketing strategies can be employed:

• Undifferentiated: Presents the market as a whole, without segmentation.
• Differentiated: Divides the market into several segments and implements specific marketing policies for each one.
• Concentrated: Specializes in a particular market segment and focuses all marketing efforts on that segment.

Market Research

Market research comprises the actions a company takes to collect sufficient data to understand consumer behavior, market trends, and competition.

Marketing Mix

The marketing mix refers to the set of controllable, tactical marketing tools – Product, Price, Place, and Promotion (the 4Ps) – that a company uses to produce the response it wants in the target market.

Product

Product description has two perspectives: physical attributes and consumer perception. Any product or service is the result of three states: basic, gender, and extended.

The product range or portfolio is composed of one or more product lines.

Positioning is the consumer's perception of the product in relation to competitive products or a substitute product.

Brand is the name, symbol, design, or combination that identifies a business and differentiates it from the competition. Key elements include name, logo, and slogan. Branding strategies include single brand, multiple brands, distributor brands, and second brands.

The product life cycle reflects that products have a limited time on the market and follow a specific cycle:

• Introduction: The market is characterized by low sales and losses that do not cover costs.
• Growth: Sales expand, advertising is persuasive, and profits increase.
• Maturity: Sales stabilize, and advertising becomes reminder-oriented.
• Decline: More competitive products appear, sales and profits decline.

Distribution

Distribution creates time, place, and possession utility by delivering the product to the customer in the required quantity, when, and where needed.