Supply and demand – how they control the market

“Supply” is the economic term for all goods and services available on the free market, which trading partners can acquire in exchange for money, physical goods or other services. We often think first of consumer goods (such as those typically found displayed in stores), but the term is used in a much broader sense and also covers labor, transportation of goods, currencies, raw materials, etc.

“Demand” is the complementary concept to supply. If refers to the actual requirement for particular goods or services among potential trading partners such as companies and households.

Before starting to develop a product, you should identify the basic requirement for it, as this ultimately determines the demand. The idea that a requirement can be artificially created by marketing is a fallacy. If there is no requirement, your supply will not earn you any profit. If is important to differentiate between a basic requirement for something and a preference for a specific product.

There is a direct relationship between supply and demand, as supply usually rises when demand is high. Initially there is what is known as excess demand when the currently available supply is unable to fully meet requirements. This leads to a rise in the market price, which in turn causes more companies to offer the relevant good because they can earn a lot of money by doing so (at least at that point in time).

As a consequence of this, the effect is frequently reversed, as the more expensive a product or service is, the less demand there is for it, as potential buyers look around for cheaper alternatives. This results in excess supply. The market price falls until the relevant good is sufficiently affordable that buyers’ interest – and thus demand – rises again.

At the point where the supply curve and the demand curve intersect, the relationship between supply and demand is perfectly balanced. Exactly as much is produced as is required, and both the market price and production quantity remain stable. This is known as market equilibrium, although it is merely a theoretical figure. In reality, there is always alternating excess demand and supply. This phenomenon is often described with the phrase “the market regulates itself.”

Supply and demand are hugely important to companies’ future planning. Regardless of whether they want to offer new products or services, or whether they are putting together the business plan for a new company – the current needs of the market (demand) and the actual situation (supply) determine their success or failure.

There are various methods of analyzing the two variables for a particular product. Market research studies, customer surveys and economic analysis of price trends and production figures have all proven effective.

The MVP has proven to be particularly effective for start-ups and technology companies who prefer to work with their potential customers rather than conducting laborious analyses. The MVP is a product that is developed just enough to function properly (so it should satisfy the anticipated requirements, but not yet be designed to exceed expectations). Once it is available on the market, it becomes clear whether it has been accepted by the target group. Customers can then review it and provide suggestions for improvements and other preferences, which can be used to perfect the product and tailor it to the demand as much as possible.

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