Market Potential Indicators Purpose: With the completion of this assignment, you will be able to: Identify factors/indicators that contribute to the potential of a national market Apply relevant indicators to the potential of your chosen national market Instruction: Fill out the table on page 2. In the search for the indicators, think strategically about how to measure the different dimensions of the market potential of a national market. You may check this reference for insights: 2021 Market Potential Index from GlobalEdge. Use your term project proposal as a target, then identify the most relevant market potential indicators that you can use for your term project. Potential Market Size (at the country level) - Not the size of a market for a particular product, but the size of the overall economy Market Growth Rate - It measures the ‘potential’ of a market - It helps managers avoid markets that are large but shrinking and target those that are small but rapidly expanding. Commercial Infrastructure - Assess channels of distribution and communication. Market Consumption Capacity - Estimate spending capacity. Market Intensity - Estimate the competition intensity in the market. Country Risk - Political risk, economic risk, cultural risk.

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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Market Potential Indicators

Purpose: With the completion of this assignment, you will be able to:

Identify factors/indicators that contribute to the potential of a national market
Apply relevant indicators to the potential of your chosen national market

Instruction:

Fill out the table on page 2.
In the search for the indicators, think strategically about how to measure the different dimensions of the market potential of a national market.
You may check this reference for insights: 2021 Market Potential Index from GlobalEdge.
Use your term project proposal as a target, then identify the most relevant market potential indicators that you can use for your term project.

Potential Market Size (at the country level)	- Not the size of a market for a particular product, but the size of the overall economy
Market Growth Rate	- It measures the ‘potential’ of a market - It helps managers avoid markets that are large but shrinking and target those that are small but rapidly expanding.
Commercial Infrastructure	- Assess channels of distribution and communication.
Market Consumption Capacity	- Estimate spending capacity.
Market Intensity	- Estimate the competition intensity in the market.
Country Risk	- Political risk, economic risk, cultural risk.

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