marktäckningen

Marktäckningen, often translated as market coverage, refers to the extent to which a company's products or services are available to its target market. It's a strategic consideration that involves how broadly or narrowly a company chooses to distribute its offerings. A high market coverage means a company aims to make its products available to as many potential customers as possible, often through extensive distribution networks. Conversely, low market coverage signifies a more focused approach, targeting specific segments or geographic areas.

The decision on market coverage is influenced by various factors, including the product's nature, the competitive landscape, company resources, and the desired brand image. For mass-market products, like everyday consumer goods, high market coverage is typically essential to achieve economies of scale and reach a broad customer base. Niche products or luxury items, however, might opt for lower market coverage to maintain exclusivity and cater to a specialized audience.

Different strategies can be employed to achieve market coverage. Intensive distribution aims for maximum reach, placing products in numerous outlets. Selective distribution involves choosing a limited number of intermediaries, while exclusive distribution restricts the availability to a single or very few distributors in a given area. The chosen level of market coverage directly impacts sales volume, brand perception, and competitive positioning.