Product-market pairing

« Back to Glossary Index

This term refers to all the goods and services that a company offers in a particular market. This is a fact. A company cannot satisfy all the needs of a primary market. To find its way, it is imperative to find its reference market. To achieve this, the company must break down the main market into several product-market pairs.

Each couple is characterized by 3 precise dimensions which are :

  • the relevant audience or buyer group,
  • the needs to be met,
  • the basic technology or function of the proposed product.

With this breakdown process, the company can easily define specific sets of activities.