Answered: Business: watercraft service and…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Top-down market sizing starts by looking at the current market as a whole,
taking a macro view of all the potential customers and revenue, and then
narrowing it down to a section you can realistically target. This gives you your
serviceable obtainable market, (SAM).

Bottom-up market sizing, on the other hand, is where you start with your own
product and the basic units of your business and work out how you can scale
them. Where can your products be sold, how much for, and how much of the
current market could you command? You start small and build up to the result.

Business: watercraft service and rentals

What is the market sizing of watercraft service and rentals?

Market Sizing

• Top-down approach

•Bottom-up approach

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