Market Mapping Tutorial
Step 6 - Dynamic Modelling

Any changes made to underlying data will 'ripple' throughout the whole Market Map. For example, suppose Builder's Merchant B decides to increase his 'Mark-Up' in both links. The 'Mark-Up' to Builder A is now 25% as opposed to 20%, and the 'Mark-Up' to Builder B is now 60% as opposed to 50%.

All other things being equal, this has led to a price increase in all channels and End Users 'further down the line'. For example, the Average Unit Price within Domestic Buildings has now increased from Ł226.12 to Ł230.15.

The above map has used the unique Market Mapping Software V2 'Trace' function to illustrate which areas are affected.

'SupplyMap' Example

Make the adjustments to data as outlined above. The 'Operand' values will change to 1.25 and 1.6 for Builder A and Builder B respectively. When reviewing the results, note that the 'Unit Value' within Domestic Buildings has now increased to Ł230.15 and the 'Total Value' has also changed correspondingly. Note that 'Unit Value' and 'Total Value' figures have also changed in Public Sector Buildings, and Private Sector Buildings.

To review the 'trace' function:

select the 'Builder's Merchant B' Node.
click the 'Trace Down' button

Note that lower order Nodes and Links are now temporarily highlighted.

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Market Mapping Tutorial Step 6 - Dynamic Modelling

Market Mapping Tutorial
Step 6 - Dynamic Modelling