PAM, TAM, SAM, SOM DETAILED EXPLANATION
Each technology defines a SAM (Served Available Market). Understandably, "Like and Competing Technologies" become the primary criteria for the product gment (SAM) definition. The SAM concept provides a basis for higher degree of accuracy of product (company) market share measurement. When newer products enter the marketplace, they become classified by a specific SAM definition. Therefore, each new competitor's product, bad upon a "like or similar" technology becomes part of a SAM and the creation of an individual SOM (a subt of the SAM) reprents the company’s market share for the defined product. The SOM (Share of Market), specific to a company, provides a logical approach for market share determination. The
SAM/SOM concept allows the basis to exist for "apple to apple" comparisons thereby minimizing the confusing "apple to orange" situation.
Therefore, “Market Share Analysis or SOM” is determined within the market SAM encompassing each company. It is this conceptual approach (SAM/SOM) that provides the basis for answering a common question asked by many marketers involved with the marketing analysis of high technology products: "How could a competitor's product be growing when the overall market is not expanding?
missThe answer: The benefit of the technology defining the marketed product allows the acquisition of market share at the expen of a less superior competitor's technology. The two different SAM's, which may be part of a TAM (Total Available Market), is illustrated in 1.0 below. The illustration depicts this as SAM 1 possibly growing at the expen of SAM 2 (which may is contracting due to SAM 1's superior technology), while the TAM (Total Available Market) remains constant (not growing).
Given the probability that a company's product, bad upon a specific technology, may obtain 100% share of a market application, the TAM (Total Available Market) concept takes into account that possibility. However, a common mistake made by many marketers is market share bad upon the TAM. It is important to note that market share is never, ever, bad upon a TAM measurement. Rather, the TAM is ud to define the entire accessible market for a given technology upon which a company's product is bad. The TAM may be compod of any number of SAM's and each SAM may reprent any number of individual, company specific SOM's. Each SAM reprents competing technologies for the TAM application. TAM's always include one or more technologies targeted toward an application (end u).
For example; surgical procedures required for ameliorating a specific patient condition may illustrate
s a TAM, conceptually. A few years ago, "Gall Bladder" operations required significant time for completion that included patient recovery. Currently, most "Gall Bladder" operations are "laparoscopic cholecystectomic" i.e. completed via "laparoscopic" techniques on an outpatient basis. The TAM parameter for "Gall Bladder" affliction is mutually exclusive of the surgical methodologies and may be defined as that number of individuals, bad upon a combination of different, documented surgical procedures, designed to eradicate an individual's "infected gall bladder condition". Laparoscopic cholecytectomic, for example reprenting SAM 1, may eventually approach the size of the TAM at the expen of other different surgical procedures utilizing different technologies for their methodology, reprented by SAM 2 and SAM 3. Given the assumption that major surgical intervention for Gall Bladder removal is a diminishing surgical procedure due to the superior technological benefit of a laparoscopic surgical procedure, reprented by SAM 1 (laparoscopic methods exhibit convenience, lower costs and reduced clinical complications) in esnce become the market drivers for SAM 1. Contrasted to SAM 2 that denotes older, more antiquated surgical methodology of which the procedures historically have translated into longer hospital stays, higher costs and incread clinical complications; common n indicates a reduction in the demand for older procedures defined by SAM 2. Hence, SAM 1(newer procedures) grows at the expen of SAM 2 (older
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procedures) and may eventually be equal to the size of the TAM (all patients requiring Gall Bladder surgery).
Important to any market sizing analysis is the marketer's efforts to define specific parameters describing the PAM. The PAM (Potential Available Market) is largely dependent upon the marketer's "view of the world". For example, the marketer may define the PAM as reprenting the maximum number of individuals afflicted by a dia bad upon a specific ICD9 or ICD10 code or may simply define the PAM as the actual revenue generated worldwide by any group of substitutive/complementary products. The TAM bad upon the PAM definition can be defined as a percentage of population of individuals exhibiting a specific dia state and, tho individuals, having access to treatment within a country or the world at large. The individuals have become a subt of the PAM that is the TAM.
Another example; the PAM may reprent the maximum number of institutions within a country where an electron diagnostic instrument (digital imaging device) could be located. Wherein, the TAM here is defined as the number of institutions where an electronic diagnostic instrument (digital imaging device) is located (installed ba). In esnce, the PAM is definitional and the subquent TAM, SAM and SOM are bad off that definition.
It is important that the "definition" for the PAM be initially established before any parameters describing the TAM are defined. The PAM definition must be integrated into the TAM, SAM and SOM parameter formulation.
Interestingly and on a final note, the PAM expands (grows) or contracts (declines) bad upon fundamental changes in the marketer's basic elements of the PAM demographics (populations), institutional locations, revenue, etc.
The basic Tenets of the PAM/TAM/SAM/SOM relationship:
1.The TAM is never greater than the PAM (TAM < PAM)
2.The SAM is never greater than the TAM and may be equal to the TAM (SAM = to or <
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第82届奥斯卡颁奖典礼3.The SOM is never greater than the S AM and may be equal to the SAM (SOM= to or <
SAM).
希伯来语翻译4.The TAM never equals the PAM (TAM < PAM).三年级下册英语网课第一单元跟读
端午节快乐 英语Illustration 1.0
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Conceptualization of PAM/TAM/SAM/SOM
Legend
PAM reprents “Potential Available Market”
TAM reprents “Total Available Market”
SAM reprents “Served Available Market”
庆祝六一儿童节图片SO M reprents “Share of Market”
