Market potential estimation, marketing homework help

### 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.

### Unformatted Attachment Preview

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 eBay.com 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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Attached.

Market Potential Estimation
Name
Institution

1

MARKET POTENTIAL ESTIMATION

2

Market Potential Estimation
QUESTION 1.
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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