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4.1.1 Market Diversity

Table 4.1.1 Market Diversity

LevelDescription
1

A single market where customers or clients make similar use of the product or service provided, eg a supermarket or newsagent where clients use the products purchased for similar purposes; or a service provider such as an investment adviser, or an electrical distribution network supplying electricity to only households, or a psychiatric hospital. Single market also applies where the market is captive, irrespective of the diversity of products or services provided. Here, the customer has no alternative but to use the services or products of the organisation. Examples include government departments at all levels; or an in-house service provider where other parts of the organisation purchase the services or products provided and are restricted by policy to only use those products or services. In other words, the provider has, through policy, no competition.

2

A diversified market where customers or clients make somewhat different use of the product or service provided, eg the supplier of a raw material such as steel where one customer may use it to produce nails, another to make reinforcing rods. Alternatively, where the clients or customers are of somewhat differing types, eg private individuals and businesses. Alternatively, where the market is distinctly segmented and the differing segments are catered to differently: eg fast food outlet versus restaurant, or in the provision of services where clients are distinctly segmented say on income or education level, or level of some need.

3

A highly diversified market where the customers or clients are from distinct cultural or language groups. Alternatively, where differing commercial and civil laws, values and ethics apply. Alternatively, where the clients or customers are of widely differing types, eg both private individuals, corporations, and governments. Or, where the customers or clients make vastly different use of the product or service provided, eg the supplier of a raw material such as sand where one customer may use it as an ingredient in the manufacture of concrete, another to make glass, and another to landscape a golf course.

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