Marketing Analysis Toolkit: Market Size and Market Share Analysis Harvard Case Solution & Analysis

Marketers often need to estimate the size of their markets - both for existing products, so that the sales forecast can be developed for new products, so that market opportunities can be evaluated. This tool allows students to create a market size and forecast sales with a market building methodology. Students learn to measure market demand and company demand and calculate the market and product penetration rates and market share. The note gives students a framework for analyzing marketing cases, as well as providing an analytical framework and processes to complete a marketing plan. The note by the free sheet Excel (available only for registered teachers), which contains examples of problems built Excel models to calculate the size of the market, market penetration and market share, and charts and graphs to help you visualize the results. "Hide
by Thomas Steenburgh, Jill Avery 7 pages. Publication Date: February 04, 2010. Prod. #: 510081-PDF-ENG

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