Market Sales Potential and the Chain Ratio Method
1. Use the chain ratio method to estimate the annual market sales potential for electric toothbrushes in: a. USA b. India c. China d. Brazil
Discuss the assumptions behind your sales forecast, and include all of your calculations. Make sure you use secondary sources to back up your assumptions.
2. Which elements of your calculations are controllables and which are uncontrollables? 3. How does each market fare, and what are the implications for toothbrush manufacturers? 4. What is the relationship between market sales potential, STP, and a company’s market share?