Examples Of Market Potential Analysis

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INTRODUCTION ABSTRACT This paper describes a methodology for estimating the market potential for soft drinks. Market potential analysis is not market forecasting, although forecasting when the potential of a market might be realized can be part of the analysis. At base, market potential analysis sizes markets based upon a sequential and increasingly refined process from global or regional to national markets and business, consumer and other segments within national markets. Market potential analysis is a strategic tool to identify market opportunities and invest resources where they will have the greatest return in the long run. Market potential analysis can help to target markets…show more content…
Steps in Market Potential Analysis We begin by employing a top-down model driven by a country’s wealth to measure market potential size. In doing so, we use an extensive database of international and national statistics. Then, we look at market penetration in a large number of countries to understand historical trends and identify which countries are leaders and laggards in adopting new technologies. Next, we break down national markets by segment into household, business, government and education markets. Each of these markets has its own growth drivers and must be analyzed according to a different set of criteria. International strategy must take into account not just what countries have the greatest potential, but what market segments within each country. Finally, we integrate the results of these previous steps with qualitative understanding of individual countries to provide an interpretative portrait of market potential. Thus a full analysis of market potential involves four steps: 1. Top down estimation of market potential size 2. Elaboration of market types 3. Analysis of market segments 4. Integration and…show more content…
MARIYA SOFT DRINKS has integrated all the features to offer a value for its products. Value for the product and services refers to the quality of product and services offered to the customers. Several surrounding features can be directly influenced by channel members, such as customer service, delivery, and availability. Consequently, a channel partner involves a value analysis in the same way customers make purchase decisions. This area becomes the most important from the company as well as customer point of view. This helps the company to know better their customers and provide them with what they are
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