Simply stated, a company markets because it is looking to get from one place – its base – to another place.
They want to go from a position of low visibility to a position with higher visibility.
They have a reputation for doing one thing, and want to expand their audience’s perception to include other things.
Mostly, of course, they want to go from their current level of sales, revenues and profits to a level where they enjoy more of all these things, most certainly profits.
As with any journey, where you are at the start – your base – is an essential element when planning for your company’s growth.