The multiplicity of markets serviced, the diversity of products or services provided, and the geographic scope of operations are taken into account in assessing the value of the knowledge and skill requirements of the job.
From the Tables following, select levels corresponding to the diversity of the market-product mix that the organisation services.
A market must account for at least 15% of the organisation’s total revenue generation or budget consumption to be counted as an additional market.
Level
Description
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 effective 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 which is also a 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 clients or customers are of widely differing types, eg public and private sector, private individuals, businesses and corporations, and governments. Or, where the customers or clients make vastly different use of the product or service provided (which differ in specification and characteristics for the different client groups).
