This form calculates your brand unit sales, by consumer segment and in total. These numbers allow you to check the consistency of the estimates you entered in steps 1 and 2. For instance, if you realize that the sales of a given brand will more than double according to your estimates, you may want to go back to the steps 1 and/or 2 to check where you have been too optimistic.
This form is also useful to check the consistency of your production plan decisions. Indeed, the process suggested in steps 1 and 2 is usually pretty accurate to predict sales. Hence, you may use this process to estimate how many units you need to produce. Make sure to take your existing inventory into account when inputting production plans.
Figure 63 – Marketing Plan – Market sales estimates