Business Financing & Market Analysis Strategies
Company's Own Resources
Capital
Capital consists of contributions from partners during the formation of the company, and can also increase through successive capital injections. These contributions can come from both individuals and other companies.
In some cases, SCR (Venture Capital) firms provide funding for the creation, expansion, or development of new projects for enterprises. When the company receiving the investment begins to grow in value, the SCR firm may sell its stake to recover its investment and earn a profit.
Reserves
Reserves originate from earnings retained by the company and form part of its internal self-financing. Essentially, reserves are the profits that remain within the business. These reserves can be used to make new investments, thereby promoting growth, which is why they are also referred to as self-financing for enrichment.
The benefits that form reserves are derived from the company's operational results. Reserves can be of different types:
- Legal Reserves: Their amount is fixed by law.
- Statutory Reserves: They are set by the company's statutes.
- Voluntary Reserves: Established at the company's discretion.
Maintenance Financing
Unlike reserves, there is another form of financing that does not represent growth for the company. Instead, it is a form of self-financing that supports the company's productive capacity. This financing comes from a portion of the output that does not leave the company, specifically: maintenance financing, which is formed by depreciation and amortization.
Market Research
The marketplace has evolved significantly. We have moved from a stage where production was relatively low and everything produced was sold, to a stage where the market is overflowing with products. Now, not everything manufactured is sold, and companies must actively discover the needs of all consumers.
Therefore, to achieve good results when developing and selling a product, intuition alone is not enough. It is essential to conduct market research. Market research involves collecting, processing, and analyzing information on the overall market environment, competition, and consumers.
The information generated by a market study is crucial for planning company actions and enables more accurate decision-making. To perform a market study, a series of stages should be followed:
- Define the research objective.
- Design the research model (i.e., how the investigation will be carried out).
- Structure the data collection.
- Classify and process the data.
- Analyze and interpret the results.
- Present the findings.
Market Segmentation Criteria
Market segmentation involves dividing a broad consumer or business market into sub-groups of consumers (known as segments) based on shared characteristics. Here are common criteria for market segmentation:
Segmentation by Sex
Divides the market into two roughly equal groups. Some products have different characteristics or appeal based on the consumer's sex.
Age Segmentation
The presentation and branding of a product will have different characteristics according to the age of consumers.
Segmentation by Level of Income
Product characteristics often determine its price, targeting consumers at a given income level.
Segmentation by Family Structure
According to this criterion, consumers can be distinguished as families without children, with one or two children, or large families.
Segmentation by Level of Education
This differentiates consumers based on their educational background: no education, high school level, or college/university level.
Segmentation by Place of Residence
Differentiates consumers by geographical location, which affects product distribution channels.
Loyalty Segmentation by Product
Consumers can be divided into regulars, occasional customers, and potential customers based on their loyalty to a product or brand.
Segmentation by Shopping Frequency
Customer purchases may be impulsive or rational. Impulsive clients buy quickly and without forethought, so product presentation is crucial. Rational clients reflectively consider their purchases, so product benefits and technical features are important.
Segmentation by Type of Residence
Customers can be classified according to whether they live in a small apartment, a large apartment, or a single-family house.