market structure
segmentation
It usually makes sense to see markets in terms of segments. Each segment presents its own challenges and opportunities. Whilst the objective will usually be to seek the biggest opportunity, effective strategies consider which segments to target first and which to avoid, Segments may be defined on many dimensions: for example, the clinical performance of the product in subgroups, distribution routes, locations, staff groups, types of decision maker, or access to funding and reimbursement. Translucency advises clients on how the markets of interest are segmented and the relative potential and attractiveness of the segments. In doing this we support our clients in positioning their products so that they optimise the key business variables of price, speed of market penetration, market size and market share.