Speaker1: Welcome to the second lec

Speaker1: Welcome to the second lecture
in chapter two Market Insight. In this
lecture Market Sizing, we discuss how
the size of market. By sizing we mean
determining the total monetary amount
of a category of products or services
by a market. In general we make the
assumption that consumers will purchase
all the goods and services created by
an industry. We have several learning
objectives one is to understand the
difference between markets and
products. Two is to assemble a go to
list of data sources. Three is to
practice sizing with reports, Top Down
and Bottom Up techniques, and four is
to identify trends using the PESTLE and
Porter 5 forces techniques. Many people
are interested in a size of markets.
Marketing departments are interested
because they need market sizing
techniques to size potential new
markets and to calculate the share of
their company's revenues as a
percentage of the total market.
Operations department such as product
manufacturing and service delivery
organizations are also interested.
Manufacturing departments need to know
how many units to make and service
delivery organizations need to know how
many people to hire to provide services
to customers. Channel partners need to
know market sizing so they know how
many units to move to distribution
channels such as how much shelf space
to allocate in retail stores. Finally,
financial services organizations are
interested especially if the company is
being funded by venture capitalist also
known as VC's. Many VC organization
wants to see large and growing market
to justify funding, often they want to
see markets in the range of five
hundred million dollars to one billion
dollars. Market sizing has many
applications, we discuss some here from
market segments we used market sizing
to determine the number and size of
markets segments. From market share we
need to know the total market size for
us to determine the size of the market
our revenue represents. For Adoption
Rate we need to know market size to see
if our product or service adoption rate
is keeping up with the industry
average. Market sizing is also used for
Life Cycle, by estimating market share
periodically we can determine if we're
in a growth or decline phase of the
cycle. We can also use periodic market
share estimations to identify upward or
downward trends and take advantage of
them. Sales forecasts are defined as
the amount of sales revenue in
organization will make in the coming
term off in one year. It is often
interesting to compare the company's
sales forecast with the overall market
size. As sales rise, we need to hire
more sales people giving us another
application for market sizing. Keeping
with our sales team our market size
will often determine the type of
distribution channels we employ. For
example, huge market such as those for
softdrinks will justify large complex
distribution channels or niche markets
often just used to direct distribution.
Finally we can examine the market
sizing growth rate to assess whether we
wish to continue our investment in the
market or to explore a new area. So far
we covered how to estimate the size of
a market by finding analyst reports or
rather a similar secondary research
that includes market sizing
information. We now move to the next
market sizing technique called the Top
Down Approach, in the Top Down approach
we start with the large general market
and multiply by successive factors to
obtain the size of the market you want
to estimate also called the objective
market. The best way to explain the
process is by example we do that in the
next few slides as we state in the
previous slide the Top Down approach
begins with the large general market.
This slide show some typical large
general markets, for example if we
wanted to size a market related to
individuals in the United States such
as estimating the size of revenues for
product in the consumer package good
industry we would start up with the
total population of the US. If we want
to calculate the revenue from a
particular medical procedure in the
United States we could start with total
US health care expenditures. If we
wanted to calculate a product suitable
for motorcycles in the United States we
could start with the total number of
motorcycles in the US. We demonstrate
the top down process here's an example.
Here we see to estimate the market size
for Eco- Friendly Dental Floss. We
start by determining the relevant over
all population value because the
product is relevant to all Americans we
use the total population of the United
States. Next we multiply that figure by
factor number one which is the
percentage of Americans who floss
daily. According to American Dental
Association that percentage is about
twelve percent. We then move to factor
number two which is the number of users
per year which we assumed to be three
hundred and sixty five assu

Kết quả (Việt) 1:

Speaker1: Chào mừng đến với các bài giảng thứ haitrong chương hai cái nhìn sâu sắc của thị trường. Trong nàyBài giảng thị trường kích thước, chúng tôi thảo luận về làm thế nàoKích thước của thị trường. Định cỡ chúng tôi có nghĩa làxác định tổng số lượng tiền tệmột thể loại sản phẩm hoặc dịch vụtheo thị trường. Nói chung chúng tôi thực hiện cácgiả định rằng người tiêu dùng sẽ muaTất cả các hàng hoá và dịch vụ tạo ra bởimột ngành công nghiệp. Chúng tôi có một số họcmục tiêu một là để hiểu cácsự khác biệt giữa thị trường vàsản phẩm. Hai là để lắp ráp một đi đếndanh sách các nguồn dữ liệu. Ba làthực hành định cỡ với các báo cáo, đầu trang xuốngvà dưới cùng lên kỹ thuật, và bốn làđể xác định xu hướng sử dụng PESTLE vàPorter 5 lực lượng kỹ thuật. Nhiều ngườiđược quan tâm trong một kích thước của thị trường.Bộ phận tiếp thị được quan tâmbởi vì họ cần kích thước thị trườngkỹ thuật để kích thước tiềm năng mớithị trường và để tính toán những chia sẻ củadoanh thu của công ty như là mộttỷ lệ phần trăm của tất cả thị trường.Hoạt động sở như sản phẩmsản xuất và cung cấp dịch vụCác tổ chức cũng quan tâm đến.Bộ phận sản xuất cần phải biếtbao nhiêu đơn vị thực hiện và dịch vụtổ chức phân phối cần phải biết làm thế nàonhiều người thuê để cung cấp dịch vụcho khách hàng. Đối tác kênh cầnbiết trường định cỡ để họ biết làm thế nàonhiều đơn vị để di chuyển đến phân phốikênh như bao nhiêu không gian kệphân bổ trong các cửa hàng bán lẻ. Cuối cùng,tổ chức dịch vụ tài chínhquan tâm đặc biệt là nếu công tybeing funded by venture capitalist alsoknown as VC's. Many VC organizationwants to see large and growing marketto justify funding, often they want tosee markets in the range of fivehundred million dollars to one billiondollars. Market sizing has manyapplications, we discuss some here frommarket segments we used market sizingto determine the number and size ofmarkets segments. From market share weneed to know the total market size forus to determine the size of the marketour revenue represents. For AdoptionRate we need to know market size to seeif our product or service adoption rateis keeping up with the industryaverage. Market sizing is also used forLife Cycle, by estimating market shareperiodically we can determine if we'rein a growth or decline phase of thecycle. We can also use periodic marketshare estimations to identify upward ordownward trends and take advantage ofthem. Sales forecasts are defined asthe amount of sales revenue inorganization will make in the comingterm off in one year. It is ofteninteresting to compare the company'ssales forecast with the overall marketsize. As sales rise, we need to hiremore sales people giving us anotherapplication for market sizing. Keepingwith our sales team our market sizewill often determine the type ofdistribution channels we employ. Forexample, huge market such as those forsoftdrinks will justify large complexdistribution channels or niche marketsoften just used to direct distribution.Finally we can examine the marketsizing growth rate to assess whether wewish to continue our investment in themarket or to explore a new area. So farwe covered how to estimate the size ofa market by finding analyst reports orrather a similar secondary researchthat includes market sizinginformation. We now move to the nextmarket sizing technique called the TopDown Approach, in the Top Down approachwe start with the large general marketand multiply by successive factors toobtain the size of the market you wantto estimate also called the objectivemarket. The best way to explain theprocess is by example we do that in thenext few slides as we state in theprevious slide the Top Down approachbegins with the large general market.This slide show some typical largegeneral markets, for example if wewanted to size a market related toindividuals in the United States suchas estimating the size of revenues forproduct in the consumer package goodindustry we would start up with thetotal population of the US. If we wantto calculate the revenue from aparticular medical procedure in theUnited States we could start with totalUS health care expenditures. If wewanted to calculate a product suitablefor motorcycles in the United States wecould start with the total number ofmotorcycles in the US. We demonstratethe top down process here's an example.Here we see to estimate the market sizefor Eco- Friendly Dental Floss. We
start by determining the relevant over
all population value because the
product is relevant to all Americans we
use the total population of the United
States. Next we multiply that figure by
factor number one which is the
percentage of Americans who floss
daily. According to American Dental
Association that percentage is about
twelve percent. We then move to factor
number two which is the number of users
per year which we assumed to be three
hundred and sixty five assu