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Running head: CASE STUDY 1 Case Study Name Institution CASE STUDY 2 Case Study Using the information provided, prepare an estimate of the market potential for the target market Alice Wood is aiming at. Per family income = Population / Households X Per Capita Income = 86,100 / 29,200 X 15,000 = 44,229 Per family expenditures at 44,229 income level = 1000 / year (given) Women's clothing expenditures in Prince George = 29,200 X $1,000 = $29,200,000 Share for Sizes 3 to 9 = 29,200,000 x .20 = 5,840,000 Therefore market potential for this target market is approximately $5,840,000. What portion of this market potential could Alice expect for Petite Shop’s market share? Market Potential = 5,840,000 Total Square Footage Devoted to Target Market Clothing stores: 180,000 sq. ft. x .10 = 18,000 sq. ft. Dept. stores: 6,500 sq. ft. Total: 24,500 sq. ft. Market Share = (1000 sq ft)/(24,500 + 1,000) = 3.9% 3.9% x 5,840,000 = 227,760 Market Share What non-quantitative considerations should be brought into this analysis? There are different factors that would affect the figures in sales and this means the analysis of the change would help Alice in making the desired change in the long run. The considerations that Alice needs to make include the proposition of the market share and the time that the company requires in meeting the targeted market share. A shown in the calculation, the CASE STUDY 3 market share is estimated at 227,760 as compared to the potential of the market at ...
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