Estimating Company Sales Potential
12.6 Determine how manager’s estimate a company’s sales potential.
Once managers have identified several promising country markets, verified industry market potential, and assessed the availability of qualified business partners, the next step is to determine company sales potential in each country. Company sales potential is an estimate of the share of annual industry sales the firm expects to generate in a particular target market. Estimating it can be especially challenging because of the need to obtain detailed information from the market and make fundamental assumptions to project the firm’s revenues and expenses three to five years into the future. Estimates of company sales potential are rarely precise. ...
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