Defining the PC Market and Server Market Size in LATAM

The biggest challenge to identifying IT markets is the lack of detailed IT size data available in the LATAM market. If you hope to identify potential clients that have 10o pc/servers, for example, there are very limited data sources that offer this kind of detail.

One option is to use substitute demographic characteristics based on an understanding of how various types of companies utilize information technology.  This report explains an approach for defining markets and estimating market size, in terms of number of companies or potential clients, based on an estimated number of pc/servers Vs. Total Number of Employees in the LATAM marketplace.

Market size data  included is based on information provided by Hoovers, BNAmericas as well as my personal research. This information provides a useful introduction to the subject for the purpose of market identification, sizing, Go-to-Market Strategy (GTM)and planning activities  for companies mainly in the SaaS industry.

From a high-level, the goal of a marketing strategy is to identify a target market and develop a marketing mix that will appeal to those potential customers. Decisions regarding the ideal marketing mix can be organized in terms of Price, Promotion, Product, and Price. However, the goal is not to just come up with a particular strategy, but rather to focus on providing value to your key market segments.

Understand Common Market Segment Dimensions

There are common market segment dimensions for consumer and B2B markets.  For this specify research only B2B Demographics variables were analyzed. The following list shows you  sample dimensions that can be used to slice and dice your consumer or B2B product markets. *Be very careful when selecting your dimensions, as these parameters will form the basis for defining your target markets.

  • Note:  There are thousands of variables that could be used so be sure to carefully select the right dimensions for your market.

B2B Segmentation Criteria


  • Annual Revenue
  • # Employees
  • Industry
  • # Locations
  • Years in Business
  • Markets Served
  • Products/Services
  • Job Title
  • Level of Experience/Seniority


  • Resistance to Change
  • Diversification Oriented
  • Open Minded/Rigid
  • Decision Making Process
  • Early Adopter/Follower
  • Growth Oriented/Static
  • Technology Sophistication
  • Professionalism
  • Require Referrals
  • Awareness of Competitors
  • Risk Aversion
  • Loyalty
  • Market Focused/Product Focused


  • Website Visits
  • Responses to Marketing
  • Purchasing Methods
  • Association Memberships
  • Internet Usage
  • Social Media Groups
  • Collateral Views/Downloads


  • Technology Landscape
  • Purchasing Power
  • Management Practices
  • Purchasing Process
  • Business Culture
  • Note: Once variables have been identified, one can proceed to identify product penetration ratios. In this example, I used Tableau’s data visualization software to explore some data and create the graphs.



Industry Sample PC Ratios Average # Employees
Advertising 3 0.47 252
Agriculture, Fishing and Forestry 198 5.42 3,174
Broadcast/Cable/TV/Radio 40 1.15 2,392
Construction/Engineering/Management services 118 5.71 6,217
Distribution/Wholesale 59 3.06 2,380
Distribution/Wholesale (Petrochemicals) 101 2.03 2,179
Education 252 1.97 2,336
Financial Services 156 1.29 5,306
Government 598 2.54 6,463
Healthcare 149 2.83 2,548
Hospitality/Food Services 140 5.94 4,764
Manufacturing 401 2.88 2,279
Media/Entertainment/Arts 4 0.00 710
Mining 45 2.52 2,928
Non-Profit/Charity 1 0.00
Online Commerce 1 0.71 1,062
Other 12 1.59 2,391
Pharmaceuticals/Biotech 53 1.45 1,563
Printing/Publishing 3 0.33 600
Retail 257 3.10 4,318
Services 165 3.80 5,050
Technology/High Tech 132 2.13 3,130
Telecommunications 13 3.80 16,998
Transportation 123 4.04 3,179
Utilities 103 1.89 2,691
Grand Total 3134 3.02 4,024


1- ltam-marketNumber Pcs2-servers
Screen Shot 2016-03-14 at 11.09.25 AMpc-industry-size3-serverScreen Shot 2016-03-14 at 12.30.09 PMI am hoping this overview of the PC/Server Market in the LATAM region will serve as the  starting point for estimating the market size.

Time Value of Marketing

Once the appropriate market has been defined and the size of the market established, a market coverage strategy can be developed based on the various sales or marketing techniques and media that are to be used. The Time Value of Marketing is simply the process of focusing resources on the most promising accounts in the most timely manner. In addition to an overall market coverage strategy, even with an accurately targeted market, there is often still the opportunity to prioritize market data so that the immediate focus is on the most promising accounts.

Diana Esparza

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