Segmentação de Mercado: Tam, Sam, Som
Market Sizing and Strategic Management
Introduction to Market Sizing
- The speaker introduces a special video series on strategic management, focusing on market sizing.
- Emphasizes the importance of understanding the size of the target market and audience for effective marketing strategies.
Key Concepts in Market Sizing
- Introduces three key concepts: Total Addressable Market (TAM), Serviceable Available Market (SAM), and Serviceable Obtainable Market (SOM).
- Defines TAM as the total number of consumers in a specific region or globally who could potentially consume a product or service.
Understanding Total Addressable Market (TAM)
- Highlights that knowing TAM helps assess whether entering a market is viable based on its size and growth potential.
- Uses an example from the computer market to illustrate how TAM includes all types of consumers, both individuals and businesses.
Serviceable Available Market (SAM)
- Defines SAM as the segment of the market targeted for sales efforts, focusing specifically on those interested in purchasing certain products.
- Discusses how identifying SAM allows businesses to tailor their strategies towards specific consumer needs within that segment.
Serviceable Obtainable Market (SOM)
- Explains SOM as the portion of SAM that a business can realistically capture, emphasizing practical engagement with actual buyers.
- Stresses the need to understand consumer characteristics within SOM to effectively strategize marketing efforts.
Conclusion