One of the most important aspects of marketing planning is the anticipation of the market response to a specific set of decisions or actions. In this form, expected market shares must be entered for each brand in each segment, as shown on Figure 62. There are two tables to fill in, one for each market. They are initially filled in with the market shares from the previous period for existing brands, and with 0 for newly launched brands.
When making these estimates, make sure to take into account your own decisions as well as the most likely ones of your competitors. In particular, your brand introductions or upgrades and the expected ones from competitors should be examined closely to best estimate their effects on your brand market shares.
Figure 62 – Marketing Plan – Market shares estimates