The first estimates you must provide as input to the marketing plan concern the size (in thousands of units) of each consumer segment. There are two tables to fill in, one for each market. They are initially filled in with the sizes of the segments from the previous period. Segment growth rates are calculated as you enter new values in the cells. See Figure 1.
You must enter your own estimates of segment sizes for the next period. Two automated estimation approaches are available. You can click on the Copy past period data button to use segment sizes from the previous period or click on the Copy market forecast data button to use the segment size projections from market research. The second alternative is available only if the corresponding study has been purchased.
These two automated approaches provide a basis on which individual adjustments can be made based on your past experience. Indeed, you will realize that actual market sizes depend on several factors: introduction of powerful brands; price changes; production shortages of preferred brands; commercial team sizes, etc. You should thus take into account your own moves as well as the anticipated moves of your competitors.
Figure 61 – Marketing Plan – Segment size estimates