Artigo escrito

  • em 11.12.2012
  • às 10:42 AM
  • por sebraerj

A oferta e a demanda 43

dez11

Mesmo as pessoas muito ricas sofrem um fenômeno chamado restrição orçamentária, ou seja, existe um limite de gastos que deve ser menor ou igual a sua renda. Caso gaste menos fará algum tipo de poupança, caso gaste mais que sua renda precisará recorrer a uma poupança passada ou fazer um financiamento. Este fenômeno é o primeiro limitador da demanda de qualquer mercado. Se a economia entra em crise a demanda cai e o mercado diminui seu ritmo.

Os consumidores elegem prioridades dentro de sua capacidade de pagamento ou restrição orçamentária. A procura é sempre pelo melhor Custo x Benefício e esta escolha está baseada na percepção de valor. Um produto pode estar barato e ter valor para um cliente e para outro não.

Quando um produto oferecido ao mercado tem seu preço elevado, sem que haja uma contrapartida de valor agregado, a demanda diminui, ou seja, o volume vendido e a quantidade de clientes interessados são menores. No outro lado da moeda estão os mercados onde há muitos competidores e muita oferta de um mesmo produto. Estes ganham dinheiro baseados no volume de vendas de produtos com baixo preço.

Marco Antônio Murara é administrador e especialista em comunicação integrada

Se a procura por um determinado produto aumentar e a oferta permanecer a mesma, existe uma tendência de aumento de preços. Se a demanda diminuir, os ofertantes se obrigam a baixar preços. Um exemplo disto é o ramo de confecções de roupas: O que está na moda nesta estação, não terá procura na próxima.

A demanda pode ser instigada por ações de marketing, que vão despertar no público-alvo o interesse pelo consumo de determinado produto. O produto deve entrar nas prioridades do consumidor como algo de valor e que ele acredite necessitar.

A lei da oferta e demanda, exposta da forma como descrita acima, é a melhor forma de iniciar os levantamentos para um pequeno negócio. É o ponto de partida para avaliar a viabilidade do empreendimento. Na ótica do produto, o mesmo apresenta valor agregado? Tem um diferencial competitivo? No tocante ao mercado, quantos concorrentes estão atuando? Com que preço? Já com relação ao consumidor é importante saber se ele tem sua necessidade satisfeita, quanto aceita pagar e se percebe valor no seu produto.

Isto posto, mão à obra! Reavalie sua empresa ou seu plano de negócios.
_____________________________________________
Sobre o autor: Marco Antônio Murara é administrador, especialista em comunicação integrada Mestrando em administração e professor universitário.

visite o blog do autor em http://professormurara.wordpress.com/

Este texto é de responsabilidade do seu autor não refletindo, necessariamente, a posição do Sebrae/RJ

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