MKT-450 Lecture 14: Calculating Market Demand, Capacity Analysis,
15 Mar 2018
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Document Summary
The industry demand analysis will help the marketing and production departments understand future demand. Marketing can use the total demand for each segment as it creates a sales forecast. Production can use the results when making capacity buy and sell decisions. You will need: the segment analysis reports (pages 5-9) of the capstone courier for round 0, the industry conditions report. At the top of each segment analysis page you will find each segment"s statistics (see example below). The top line is the total demand for the segment for last year (the courier reports last years data). The fourth line tells you next years growth rate for the segment. To find out the coming years total demand, simply apply the growth rate to last years total demand. For example, in the high end segment analysis on the left, total demand is 2554 and next year"s growth rate is 16. 2% Total segment demand next year (rounded to nearest whole number)
