Market potential estimation, marketing homework help

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Question Description

Answer 2 questions in file attached "Assignment 3".

Book to read: Waheeduzzaman, A. N. M. (2008), “Market Potential Estimation in International Markets: A Comparison of Methods," Journal of Global Marketing. 21 (4), 307-320.

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1. This assignment relates to the market potential estimation methods described in the article, Waheeduzzaman (2008). Amazon has decided to enter country Country A. We have two very similar countries, Country A and Country B. Use the following information and (1) estimate market potential for Amazon in Country A using Chain Ratio Method and Method of Analogy, and, (2) comment on the difference in estimation. Number of households for Country A = 40 million. Number of households for Country B = 36 million. Percentage of households subscribing to in Country B = 22% Percentage of households having Internet in Country A = 45% Literacy rate in Country A = 97% Percentage of households with substantial purchasing power in Country A = 71% 2. Explain how the dynamic growth of the Asian countries will affect international trade and marketing. ...
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School: UIUC



Market Potential Estimation




Market Potential Estimation
Chain Ratio Method
The chain ratio method of approximation reduces the population with defined ratios to
get a realistic estimate. In application for the case of Amazon entering country A, the given
information shows that the percentage of households with substantial purchasing power in
Country A = 71%
From the information, to obtain the relevant demand market in country A, the reduction happens
regarding the literacy rates, purchasing power and availability of Internet. A certain percentage
of the population in country A cannot form the demand because; they are illiterate or they lack
internet access, or they lack substantial purchasing power. The total population unable to be
Amazon customers is:
(100%-97%) + ...

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