Bìznes Inform (Nov 2018)
The Methodological Aspects of Assessment and Analysis of the Market Potential and Its Structural Components
Abstract
The article is aimed at researching the structural components of market potential, defining their essence, and formulating a system of indicators. The main components of the market potential are production, innovation, consumer potentials and market infrastructure. The essence of components of market potential, in particular regional potential, is considered. It is proposed to carry out analyses and evaluations of the components of market potential in the following directions: innovation potential – in terms of production-technological, scientific-intellectual, and managerial-organizational directions; consumer potential – purchasing power of market participants (consumers) to purchase goods and services and saturation of the market with goods and services; production – resource and productive directions; market infrastructure – transport-logistic and information-analytical directions. Within each direction, a system of indicators is proposed, to be used for analysis and evaluation of individual potentials and for calculation of the integral indicator of market potential. In the perspective, methodological improvement of quantitative evaluation of the market potential and its components requires further scientific development on the basis of the proposed system of indicators.
