Why do purchase criteria shift in volatile markets?
Point of view · Volatile markets
Why do purchase criteria shift in volatile markets?
In volatile, uncertain markets, supply assurance and lead time can quickly become the criteria that decide a purchase, and share and price move with them. Purchase criteria, competitive strength and value maps are not fixed; they need to be revisited whenever supply risk changes.
What is happening
Geopolitical stress, tariffs and capacity changes are moving markets faster than annual plans. In several chemical markets, customers have shifted volume toward suppliers who can guarantee supply and lead time, even at higher prices.
The fertilizer and sulphur angle
A Market Edge alumnus with P&L leadership in industrial markets outlined how disruption at the Strait of Hormuz could move urea prices and the sulphuric acid value chain, with knock-on effects for phosphate fertilizers, metals processing and food security.
Our point of view
Strategic marketing provides the logic and tools to keep up. When the environment changes, re-weight purchase criteria, re-score competitors and redraw the value map. A strength that did not count last year, such as regional supply, can be worth a premium now.
What to do about it
01
Build scenarios
Rate risks by probability and impact and combine them into a few scenarios.
02
Re-weight criteria
Check with customers whether supply assurance and lead time now matter more.
03
Re-score competitors
Update the competitive assessment for each scenario.
04
Price the assurance
Use the value map to see what supply security is worth.
Tools that help
Market Edge tools that apply to this question.
Risk Analysis and VUCATool · Risk Analysis maps the probability and impact of market risks so teams can plan scenarios and responses.Critical Purchase CriteriaTool · Critical Purchase Criteria are the few factors that decide a purchase in each segment, weighted by importance.Competitive AssessmentTool · A Competitive Assessment scores your offer and competitors' offers on the purchase criteria that matter to a segment, weighted by importance.Value MapTool · A Value Map plots perceived performance against price for you and your competitors.
Questions about this
Is supply assurance a purchase criterion?
In stable markets it is often a given. In volatile markets it can become the deciding criterion, and customers will pay for it.
How often should we update purchase criteria?
At least every planning cycle, and immediately after a major supply or policy shock.
Adapted from Market Edge posts in the Market Edge Alumni Network, April 2026, including analysis shared by an alumnus. Join the conversation in the Market Edge Alumni Network.
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