Marktbereich

Marktbereich is a term used in market research and business planning to denote the defined portion of a market that a company aims to serve or currently serves. It can describe geographic coverage (for example a regional market area), a product or service domain (such as the electronics market segment within a country), or a customer group (for instance small and medium enterprises in a sector). The concept emphasizes the boundaries within which a company competes and organizes its marketing, sales, and distribution activities.

In German usage, Marktbereich is commonly used alongside terms like Marktgebiet, Marktsegment and Zielgruppe; while Marktsegment focuses on consumer or business segments based on needs and characteristics, Marktbereich tends to refer to the operational scope or territorial/portfolio boundaries used for planning. The distinction is not always strict, and in practice the term can be used to describe both geographic and product-related scopes.

Defining a Marktbereich involves analyzing demand, competition, logistics, and available resources. It can be geographic (regions, cities), demographic (age, income), or product-based (product lines). Tools used include sales data analysis, market research, and geographic information systems (GIS). The market area influences pricing, channel strategy, and promotion, and coverage decisions affect distribution costs, service levels, and reach.

Limitations include that boundaries are sometimes fluid and can change with competition, regulation, or shifts in consumer behavior. A poorly defined Marktbereich may lead to misaligned investments or ineffective marketing efforts. See also Marktsegment, Marktgebiet, Zielgruppe, and Marktanalyse.