MARKET RISK SCENARIOS

Company Products & Services

MARKET RISK SCENARIOS
CONTENTS

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MARKETS
Company Products & Services

IMPORTANT NOTE ON MARKET RISK SCENARIOS FIGURES GIVEN IN THIS SECTION

The MARKET figures given in this section are notated as DSP (5) and the notations indicated signify the following:-

(1) = VALUE GIVEN AT INDUSTRY SHIPMENT VALUES OR PRICES
(2) = VALUE GIVEN AT WHOLESALE VALUES OR PRICES
(3) = VALUE GIVEN AT RETAIL VALUES OR PRICES
(4) = VALUE GIVEN AT PRICE PAID BY END USERS as appropriate
(5) = VALUE GIVEN AT ACTUAL PRICE PAID discounted as appropriate

UNITS = Units times the multiplier given in brackets, E.g. ( '000 ) = x 1000 Units

 

TERMS USED IN THIS REPORT

MSP: - Supplier or Producer Prices
WSP: - Wholesale or Distributors Sale Prices
RSP: - Retail Sale Prices
CSP: - The price at End User or final distribution level
DSP: - The price actually paid net of discounting

TURNOVER: Turnover is sales plus investment income, grants and other funds received, income from disposals and other sources.

 

VALUE TERMS AND VOLUME TERMS

The standard report generated usually provides data in VALUE terms. This is by far the most popular (as demanded by readers) measure of commercial activity. We can also provide data in VOLUME or UNIT terms and this can be specified when the report is ordered. Obviously some reports do not lend themselves to Volume quantification and thus availability of this data will vary according to the report and the database.

 

MARKET VALUE BY PRODUCT SECTOR

M0M      |     MEDIAN  FORECAST Scenario Market Forecast

 

PRODUCT DEVELOPMENT  % OF TOTAL MARKET

Q0M      |     MEDIAN  FORECAST Scenario Product Share Forecast

MKT_DEFI.HTM  MARKET DEFINITIONS

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MARKET DATA FORECAST

MARKET SCENARIO FORECASTS

The MARKET SCENARIO FORECASTS section gives a series of Market Forecasts for the industry using a number of assumptions relating to the decisions available to the management of the industry.

The Market forecast given shows the effects of marketing factors or improvements which company management are likely to recommend:


MARKET SCENARIO FORECASTS

- Base Forecast : Median Market Scenario
- Base Forecast : Worst Market Scenario

- Marketing Expenditure
- New Product Development
- Market Segmentation
- Distribution Channel Improvement
- Price Cutting Effect
- Price Increase Effect
- Quality Improvement
- Export Sales Improvement
- Marketing Expenditure Increase : + 2%
- Marketing Expenditure Increase : + 4%
- Marketing Expenditure Increase : + 6%
- Marketing Expenditure Increase : + 8%
- Marketing Expenditure Increase : +10%
- Marketing Expenditure Increase : +12%
- Marketing Expenditure Decrease : - 2%
- Marketing Expenditure Decrease : - 4%
- Marketing Expenditure Decrease : - 6%
- Marketing Expenditure Decrease : - 8%
- Marketing Expenditure Decrease : -10%
- Marketing Expenditure Decrease : -12%
- Fixed Marketing Cost Objectives
- Variable Marketing Cost Objectives
- Distribution & Product Delivery Cost Objectives
- Selling Cost Objectives
- Advertising Cost Objectives
- Promotional & Pricing Cost Objectives
- Market Share Building Objectives
- Market Share Holding Objectives
- Market Share Harvesting Objectives
- Sales Cost Improvement
- Product Price Cutting
- Product Price Increase
- Promotional Expenditure
- Target Markets Development
- Order Taking Improvements
- Product Positioning
- Product Branding + Multi-branding Investment
- Customer / Order Processing Systems Investment
- Overseas Development
- Sales Personnel + Staff Improvement
- Sales & Marketing Cost Scenarios
- Product Quality Improvement
- Customer Handling Improvements
- Bank Borrowing: 3% Inflation Scenarios
- Bank Borrowing: 6% Inflation Scenarios
- Bank Borrowing: 9% Inflation Scenarios
- Trading Credit Extension & Margin Reduction Scenarios

Managers in the industry will, in both the short-term and the long-term, have vital decisions to make regarding the possible market scenarios and the subsequent margins and profitability. These decisions will need to be evaluated in light of the customers, markets, competitors, products, industry and internal factors. The scenarios given isolate a number of the most important commercial factors and provide market value forecasts for each of the scenarios.

Base Forecast : Median Market Scenario

M0B       |     BEST  FORECAST Scenario Market Forecast

Q0B       |    BEST  FORECAST Scenario Product Share Forecast

Base Forecast : Worst Market Scenario

M0W      |     WORST  FORECAST Scenario Market Forecast

Q0W      |     WORST  FORECAST Scenario Product Share Forecast

New Product Development Market Scenario

M02      |     NEW PRODUCT DEVELOPMENT Scenario Market Forecast

Q02      |     NEW PRODUCT DEVELOPMENT Scenario Product Share Forecast

Market Segmentation Market Scenario

M03      |     MARKET SEGMENTATION Scenario Market Forecast

Q03      |     MARKET SEGMENTATION Scenario Product Share Forecast

Distribution Channel Improvement Market Scenario

M06      |     DISTRIBUTION CHANNEL IMPROVEMENT Scenario Market Forecast

Q06      |     DISTRIBUTION CHANNEL IMPROVEMENT Scenario Product Share Forecast

Price Cutting Effect Market Scenario

M08      |     SHORT-TERM PRICE CUTTING EFFECT Scenario Market Forecast

Q08      |     SHORT-TERM PRICE CUTTING EFFECT Scenario Product Share Forecast

Price Increase Effect Market Scenario

M09      |     SHORT-TERM PRICE INCREASE EFFECT Scenario Market Forecast

Q09      |     SHORT-TERM PRICE INCREASE EFFECT Scenario Product Share Forecast

Quality Improvement Market Scenario

M10      |     QUALITY IMPROVEMENT Scenario Market Forecast

Q10      |     QUALITY IMPROVEMENT Scenario Product Share Forecast

Export Sales Improvement Market Scenario

M11      |     EXPORT SALES IMPROVEMENT Scenario Market Forecast

Q11      |     EXPORT SALES IMPROVEMENT Scenario Product Share Forecast

Marketing Expenditure Increase : + 2% : Market Scenario

M13      |     MARKETING EXPENDITURE INCREASE : + 2% Scenario Market Forecast

Q13      |     MARKETING EXPENDITURE INCREASE : + 2% Scenario Product Share Forecast

Marketing Expenditure Increase : + 4% : Market Scenario

M14      |     MARKETING EXPENDITURE INCREASE : + 4% Scenario Market Forecast

Q14      |     MARKETING EXPENDITURE INCREASE : + 4% Scenario Product Share Forecast

Marketing Expenditure Increase : + 6% : Market Scenario

M15      |     MARKETING EXPENDITURE INCREASE : + 6% Scenario Market Forecast

Q15      |     MARKETING EXPENDITURE INCREASE : + 6% Scenario Product Share Forecast

Marketing Expenditure Increase : + 8% : Market Scenario

M16      |     MARKETING EXPENDITURE INCREASE : + 8% Scenario Market Forecast

Q16      |     MARKETING EXPENDITURE INCREASE : + 8% Scenario Product Share Forecast

Marketing Expenditure Increase : +10% : Market Scenario

M17      |     MARKETING EXPENDITURE INCREASE : +10% Scenario Market Forecast

Q17      |     MARKETING EXPENDITURE INCREASE : +10% Scenario Product Share Forecast

Marketing Expenditure Increase : +12% : Market Scenario

M18      |     MARKETING EXPENDITURE INCREASE : +12% Scenario Market Forecast

Q18      |     MARKETING EXPENDITURE INCREASE : +12% Scenario Product Share Forecast

Marketing Expenditure Decrease : - 2% : Market Scenario

M19      |     MARKETING EXPENDITURE DECREASE : - 2% Scenario Market Forecast

Q19      |     MARKETING EXPENDITURE DECREASE : - 2% Scenario Product Share Forecast

Marketing Expenditure Decrease : - 4% : Market Scenario

M20      |     MARKETING EXPENDITURE DECREASE : - 4% Scenario Market Forecast

Q20      |     MARKETING EXPENDITURE DECREASE : - 4% Scenario Product Share Forecast

Marketing Expenditure Decrease : - 6% : Market Scenario

M21      |     MARKETING EXPENDITURE DECREASE : - 6% Scenario Market Forecast

Q21      |     MARKETING EXPENDITURE DECREASE : - 6% Scenario Product Share Forecast

Marketing Expenditure Decrease : - 8% : Market Scenario

M22          MARKETING EXPENDITURE DECREASE : - 8% Scenario Market Forecast

Q22      |     MARKETING EXPENDITURE DECREASE : - 8% Scenario Product Share Forecast

Marketing Expenditure Decrease : -10% : Market Scenario

M23      |     MARKETING EXPENDITURE DECREASE : -10% Scenario Market Forecast

Q23      |     MARKETING EXPENDITURE DECREASE : -10% Scenario Product Share Forecast

Marketing Expenditure Decrease : -12% : Market Scenario

M24      |     MARKETING EXPENDITURE DECREASE : -12% Scenario Market Forecast

Q24      |     MARKETING EXPENDITURE DECREASE : -12% Scenario Product Share Forecast

Fixed Marketing Cost Objectives Market Scenario

M25      |     FIXED MARKETING COST OBJECTIVES Scenario Market Forecast

Q25      |     FIXED MARKETING COST OBJECTIVES Scenario Product Share Forecast

Variable Marketing Cost Objectives Market Scenario

M26      |     VARIABLE MARKETING COST OBJECTIVES Scenario Market Forecast

Q26      |     VARIABLE MARKETING COST OBJECTIVES Scenario Product Share Forecast

Distribution & Product Delivery Cost Objectives Market Scenario

M28      |     DISTRIBUTION & PRODUCT DELIVERY COST OBJECTIVES Scenario Market Forecast

Q28      |     DISTRIBUTION & PRODUCT DELIVERY COST OBJECTIVES Scenario Product Share Forecast

Selling Cost Objectives Market Scenario

M30      |     SELLING COST OBJECTIVES Scenario Market Forecast

Q30      |     SELLING COST OBJECTIVES Scenario Product Share Forecast

Advertising Cost Objectives Market Scenario

M31      |     ADVERTISING COST OBJECTIVES Scenario Market Forecast

Q31      |     ADVERTISING COST OBJECTIVES Scenario Product Share Forecast

Promotional & Pricing Cost Objectives Market Scenario

M32      |     PROMOTIONAL & PRICING COST OBJECTIVES Scenario Market Forecast

Q32      |     PROMOTIONAL & PRICING COST OBJECTIVES Scenario Product Share Forecast

Market Share Building Objectives Market Scenario

M34      |     MARKET SHARE BUILDING OBJECTIVES Scenario Market Forecast

Q34      |     MARKET SHARE BUILDING OBJECTIVES Scenario Product Share Forecast

Market Share Holding Objectives Market Scenario

M35      |     MARKET SHARE HOLDING OBJECTIVES Scenario Market Forecast

Q35      |     MARKET SHARE HOLDING OBJECTIVES Scenario Product Share Forecast

Market Share Harvesting Objectives Market Scenario

M36      |     MARKET SHARE HARVESTING OBJECTIVES Scenario Market Forecast

Q36      |     MARKET SHARE HARVESTING OBJECTIVES Scenario Product Share Forecast

Sales Cost Improvement Market Scenario

M37      |     SALES COST IMPROVEMENT Scenario Market Forecast

Q37      |     SALES COST IMPROVEMENT Scenario Product Share Forecast

Promotional Expenditure Market Scenario

M40      |     PROMOTIONAL EXPENDITURE Scenario Market Forecast

Q40      |     PROMOTIONAL EXPENDITURE Scenario Product Share Forecast

Target Markets Development Market Scenario

M41      |     TARGET MARKETS DEVELOPMENT Scenario Market Forecast

Q41      |     TARGET MARKETS DEVELOPMENT Scenario Product Share Forecast

Order Taking Improvements Market Scenario

M42      |     ORDER TAKING IMPROVEMENTS Scenario Market Forecast

Q42      |     ORDER TAKING IMPROVEMENTS Scenario Product Share Forecast

Product Positioning Market Scenario

M43      |     PRODUCT POSITIONING Scenario Market Forecast

Q43      |     PRODUCT POSITIONING Scenario Product Share Forecast

Product Branding + Multi-branding Investment Market Scenario

M44      |     PRODUCT BRANDING + MULTI-BRANDING INVESTMENT Scenario Market Forecast

Q44      |     PRODUCT BRANDING + MULTI-BRANDING INVESTMENT Scenario Product Share Forecast

Customer / Order Processing Systems Investment Market Scenario

M45      |     CUSTOMER / ORDER PROCESSING SYSTEMS INVESTMENT Scenario Market Forecast

Q45      |     CUSTOMER / ORDER PROCESSING SYSTEMS INVESTMENT Scenario Product Share Forecast

Overseas Development Market Scenario

M47      |     OVERSEAS DEVELOPMENT Scenario Market Forecast

Q47      |     OVERSEAS DEVELOPMENT Scenario Product Share Forecast

Sales Personnel + Staff Improvement Market Scenario Market Scenario

M48      |     SALES PERSONNEL + STAFF IMPROVEMENT Scenario Market Forecast

Q48      |     SALES PERSONNEL + STAFF IMPROVEMENT Scenario Product Share Forecast

Sales & Marketing Cost : Market Scenario

M54      |     SALES & MARKETING COST SCENARIOS Scenario Market Forecast

Q54      |     SALES & MARKETING COST SCENARIOS Scenario Product Share Forecast

Customer Handling Improvements Market Scenario

M72      |     CUSTOMER HANDLING IMPROVEMENTS Scenario Market Forecast

Q72      |     CUSTOMER HANDLING IMPROVEMENTS Scenario Product Share Forecast

Bank Borrowing: 3% Inflation : Market Scenario

M87      |     SHORT-TERM LOAN: 3% INFLATION SCENARIOS Scenario Market Forecast

Q87      |     SHORT-TERM LOAN: 3% INFLATION SCENARIOS Scenario Product Share Forecast

Bank Borrowing: 6% Inflation : Market Scenario

M88      |     SHORT-TERM LOAN: 6% INFLATION SCENARIOS Scenario Market Forecast

Q88      |     SHORT-TERM LOAN: 6% INFLATION SCENARIOS Scenario Product Share Forecast

Bank Borrowing: 9% Inflation : Market Scenario

M89      |     SHORT-TERM LOAN: 9% INFLATION SCENARIOS Scenario Market Forecast

Q89      |     SHORT-TERM LOAN: 9% INFLATION SCENARIOS Scenario Product Share Forecast

Trading Credit Extension & Margin Reduction : Market Scenario

M96      |     CREDIT EXTENSION & COST REDUCTION SCENARIOS Scenario Market Forecast

Q96      |     CREDIT EXTENSION & COST REDUCTION SCENARIOS Scenario Product Share Forecast

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MARKET DATA NOTES

THE MARKET ENVIRONMENT

There are four basic issues to investigate when considering the marketing environment for the industry.

Market Growth
Market Structure
Market/s Serviced
Customer & End User Factors

Market Growth (both short-term and medium term) by each Product and Market Area is fully evaluated in this section, as is the historic market data.

The Market Structure for the industry is very critical for profitability. The nature of the market, the location of the Market-Place, the customer base and the supplier structure is exhaustively covered in this report.

Market/s Serviced is the term used to denote the function between the product/s and services offered by the industry and the particular market sector which the marketing effort reaches. The Market Serviced is the true market for the industry in terms of product/s and services.


THE TRADING AREA

The Market analysis provides data in terms of the operational trading area of the industry. This being the regions, countries or states which form the effective competitive and market environment for the industry. Whether or not a company operates in the various areas covered is immaterial as the effects of the Market-Place exist nonetheless.


BASIS OF MARKET COVERAGE

Reports give coverage of all the Major Products and Markets supplied and serviced by the industry. The reported Target Markets are those which are perceived to be the most important area for the industry in the Medium and Long Term.

In that these reports are conceived as Market & Corporate documents it is felt important to concentrate only on those markets which represent the corner-stones of the industry customer bases and not become involved in any peripheral activities of the industry.

Market coverage is designed to encompass not only the existing markets for the industry, but also areas of market expansion, product segmentation, parallel markets, et al. By the same token the data excludes those market areas or sectors which are unavailable to the industry for whatever technical or commercial reasons.

MKT_DEFI.HTM  MARKET DEFINITIONS

MARKET NORMS

Norms for the product market are shown in this section. This represents the major market sector data for the industry and as such forms the basis of comparison.

Only the most critical factors should be compared with the various scenarios given above as market averages can at best represent an indication and not a specific point of measure.

Reliance on market Norms are often used by analysts in order to support theories and suppositions and these are in turn used for investment scenarios. In fact market Norms or Averages are not tangible as they combine and manipulate data from companies in wide ranging activities and thus much of the data is superficial.

Much of the benefit in the analysis of market Norms is to use the data to provide guide-lines or parameters which can be seen to define and identify the target market sector.

Since these market Norms should be representative of the entire market it is wise to provide an average which encompasses all the major countries in the trade cell.

NOTES

TIC -FM_IND_N.HTM  MARKET DATA + NORMS 

MARKETING COSTS

This section covers product industry costs under the following component headings:-

1. SALES & SELLING COSTS

The table below gives the average sales and selling costs ( as a % of Turnover OR MSP) for products. These costs include sales personnel.

2. DISTRIBUTION COSTS

The table below gives the average distribution costs ( as a % of Turnover or MSP ) for products. Distribution Costs also include PHYSICAL Handling, Processing and other related costs, but exclude order administration or accounts processing or handling costs.

3. ADVERTISING COSTS

The following table provides average ADVERTISING costs ( as a % of Turnover or MSP ) for products. Advertising Costs include all promotional expenditure, but excludes cost of sales personnel (i.e. retail, missionary or other sales personnel).

4. AFTER-SALES COSTS

The following table provides average AFTER-SALES costs ( as a % of Turnover or MSP ) for products. After-Sales Costs include all costs incurred after the point of sale (excluding credit and collection costs) which are not chargeable to, or recoupable from, the customer. These costs also include goodwill items such as after-sales visits to distributors or customers.

AFTER-SALES COSTS & WARRANTY COSTS

The table covering average AFTER-SALES costs ( as a % of Turnover or MSP ) for products also covers WARRANTY COSTS. These costs include all costs incurred after the point of sale (excluding credit and collection costs) which are not chargeable to, or recoupable from, the customer. These costs also include goodwill items such as after-sales visits to distributors or customers.

Warranty Costs are composed:-

1. The ITEM COST, i.e. the actual costs of replacing the faulty or reject product

2. The COST FACTOR, i.e. the administrative, handling, marketing and other costs involved in handling returns, rejects and warranties.

3. The WARRANTY COST, i.e. the total cost of warranties. This is the figure given below.

4. TOTAL AFTER-SALES COSTS

The following table provides average marketing costs ( as a % of MSP ) for products.

NOTES: The costs isolated below represent the industry average and cover the costs of companies in the industry, as well as subsidiaries and other marketing companies or organizations in each of the countries concerned.

The figures given indicate an annual average by year on market and should not be confused with the product launch figures given. The definitions for these sets of figures are not directly comparable.

MSP: Denotes the Suppliers, Manufacturers or Producers Selling Price or, in the case of non-manufacturing sales and services, the overall turnover.

F_H - FIN_MKTG.HTM  HISTORIC MARKETING DATA 

FPL - FINAMKTG.HTM  PRODUCT LAUNCH MARKETING DATA 

IPL FINBMKTG.HTM  PRODUCT LAUNCH MARKETING RATIOS  

FIN_DEFI.HTM FINANCIAL DEFINITIONS

HISTORIC FINANCIAL DATA
MARKET FINANCIAL ISSUES

F_H - FIN_HIST.HTM   HISTORIC FINANCIAL DATA

 Financial Definitions

MARKET FINANCIAL SCENARIOS
FINANCIAL DATA FORECAST

MARKET FINANCIAL BALANCE SHEET FORECASTS

The MARKET FINANCIAL SCENARIOS BALANCE SHEET FORECASTS section gives a series of Balance Sheet Forecasts for the industry using a number of assumptions relating to the marketing decisions available to the management of the industry.

The Balance sheet forecast given shows the effects of marketing changes or improvements which management is likely to recommend:


MARKET FINANCIAL SCENARIOS

Base Forecast : Median Market Scenario

Managers in the industry will, in both the short-term and the long-term, have vital decisions to make regarding the marketing improvements, margins and profitability and these decisions will need to be evaluated in light of the customers, markets, competitors, products, industry and internal factors. The scenarios given isolate a number of the most important factors and provide balance sheet forecasts for each of the scenarios.

The data provides a short and medium term forecast covering the next 6 years for each of the Forecast Financial and Operational items. The Financial and Operational Data sections show each of the items listed below in terms of forecast data and covers a period of the next 6 years.

Base Forecast : Median Market Scenario

F0M|     MEDIAN  FORECAST : Financials

G0M |     MEDIAN  FORECAST : Margins & Ratios

MKT_DEFI.HTM  MARKET DEFINITIONS

INDEX

ACTUAL PRICE PAID, 1
Advertising Cost Objectives Market Scenario, 34
ADVERTISING COSTS, 74
ADVERTISING COSTS FORECAST, 76
AFTER-SALES COSTS, 74
AFTER-SALES COSTS FORECAST, 76
Average Annual Sales Growth Rate, 68
AVERAGE GROWTH TRENDS, 59

Balance Sheet Base Forecast : Median Market Scenario, 86
Balance Sheet Historic, 80
Bank Borrowing: 3% Inflation : Market Scenario, 50
Bank Borrowing: 6% Inflation : Market Scenario, 51
Bank Borrowing: 9% Inflation : Market Scenario, 52
Base Forecast : Median Market Scenario, 9
Base Forecast : Worst Market Scenario, 10
Buyer Age Profile in the range 0-19 Years, 68
Buyer Age Profile in the range 20-24 Years, 68
Buyer Age Profile in the range 25-34 Years, 68
Buyer Age Profile in the range 35-44 Years, 68
Buyer Age Profile in the range 45-54 Years, 68
Buyer Age Profile in the range 55-64 Years, 68
Buyer Age Profile in the range 65+ / Years, 68
Buyer Profile in the AB Social Group, 68
Buyer Profile in the C1 Social Group, 68
Buyer Profile in the C2 Social Group, 68
Buyer Profile in the DE / Unallocated Social Group, 68

Capacity Utilization as a measure of Standard Capacity, 68
Costs & Margins Historic, 81
Customer Handling Improvements Market Scenario, 49
Customer & End User Factors, 54
Customer / Order Processing Systems Investment, 45

DATABASE GEOGRAPHIC COVERAGE, 65
Discounted & Promotional Market Level, 68
Distribution Channel Improvement Market Scenario, 13
Distribution & Product Delivery Cost Objectives, 32
DISTRIBUTION + HANDLING COSTS, 74
DISTRIBUTION + HANDLING COSTS FORECAST, 76

End User Age Profile in the range 0-19 Years, 68
End User Age Profile in the range 20-24 Years, 68
End User Age Profile in the range 25-34 Years, 68
End User Age Profile in the range 35-44 Years, 68
End User Age Profile in the range 45-54 Years, 68
End User Age Profile in the range 55-64 Years, 68
End User Age Profile in the range 65+ / Years, 68
End User or final distribution level, 1
End User Profile in the AB Social Group, 68
End User Profile in the C1 Social Group, 68
End User Profile in the C2 Social Group, 68
End User Profile in the DE / Unallocated Social Group, 68
End User & Consumer Market Level, 68
Enterprises within the Range 100+ Employees, 68
Enterprises within the Range 1-19 Employees, 68
Enterprises within the Range 20-99 Employees, 68
Enterprises within Unspecified / Unallocated Employees, 68
EXCHANGE RATE, 64
Export Sales Improvement Market Scenario, 17

Financial data definitions, 91
Financial forecast notes, 78, 84
Financial Ratios Base Forecast : Median Market, 88
Financial Ratios & Margins Historic, 82
Fixed Marketing Cost Objectives Market Scenario, 30
FORECAST DATA AND TIME SERIES, 57

HISTORIC DATA AND TIME SERIES, 57
HISTORIC FINANCIAL DATA, 79
HISTORIC MARKETING COST RATIOS & MARGINS, 75
HISTORIC MARKETING COSTS & MARGINS, 74

Immediate Consumer and End User Customers, 68
Immediate Non-Specific Customers / Unallocated, 68
Immediate OEM and Manufacturing Customers, 68
Immediate Wholesale & Retail Customers, 68
Index of Comparative Advertising Expenditure, 68
Index of Comparative General Promotional Expenditure, 68
Index of Comparative Salesforce and Selling Expenditure, 68
INDUSTRY SHIPMENT VALUES OR PRICES, 1
Instable Market Share as an Index of Total Market, 68

MARKET COVERAGE, 54
MARKET DATA DEFINITIONS, 56
MARKET DATA NOTES, 54
MARKET ENVIRONMENT, 54
MARKET FINANCIAL SCENARIOS FORECASTS, 85
Market forecast notes, 56
Market Growth, 54
MARKET NORMS, 67
MARKET SCENARIO FORECASTS, 7
Market Segmentation Market Scenario, 12
Market Share Building Objectives Market Scenario, 36
Market Share Harvesting Objectives Market Scenario, 38
Market Share Holding Objectives Market Scenario, 37
Market Structure, 54
MARKET VALUE FORECAST, 3
MARKET VALUE, 2
MARKETING COSTS, 72, 75
MARKETING COSTS FORECAST, 76
Marketing Expenditure Decrease : - 2% : Market Scenario, 24
Marketing Expenditure Decrease : - 4% : Market Scenario, 25
Marketing Expenditure Decrease : - 6% : Market Scenario, 26
Marketing Expenditure Decrease : - 8% : Market Scenario, 27
Marketing Expenditure Decrease : -10% : Market Scenario, 28
Marketing Expenditure Decrease : -12% : Market Scenario, 29
Marketing Expenditure Increase : + 2% : Market Scenario, 18
Marketing Expenditure Increase : + 4% : Market Scenario, 19
Marketing Expenditure Increase : + 6% : Market Scenario, 20
Marketing Expenditure Increase : + 8% : Market Scenario, 21
Marketing Expenditure Increase : +10% : Market Scenario, 22
Marketing Expenditure Increase : +12% : Market Scenario, 23
MARKETING FACTORS FORECAST, 77
MARKETING MARGINS + RATIOS FORECAST, 77
MARKETING OPERATIONAL RATIOS, 75
MARKETING OPERATIONAL RATIOS FORECAST, 77
MARKETING RATIO, 75
MARKETING RATIOS FORECAST, 77
MARKETS, 1
Market/s Serviced, 54

New Product Development Market Scenario, 11
New Products as a % of the Total Output, 68
NOTES AND DEFINITIONS, 56

OEM & Manufacturers Market Level, 68
Operational Costs Base Forecast : Median Market, 87
Operational Margins Base Forecast : Median Market, 89
Operational Ratios & Margins Historic, 83
Order Taking Improvements Market Scenario, 42
Overseas Development Market Scenario, 46

Plant and Equipment in Use over years 9 old, 68
Plant and Equipment in Use within the range 0-3 years, 68
Plant and Equipment in Use within the range 3-6 years, 68
Plant and Equipment in Use within the range 6-9 years, 68
Plant and Equipment Investment Equal to Depreciation, 68
Plant and Equipment Investment greater than Depreciation, 68
Plant and Equipment Investment Less than Depreciation, 68
Plant and Equipment Investment - Unallocated, 68
Plant & Equipment Average Annual Investment, 68
Price actually paid net of discounting, 1
Price Cutting Effect Market Scenario, 14
Price Increase Effect Market Scenario, 15
PRICE PAID BY END USERS, 1
PROBLEM OF CURRENCY CONVERSIONS, 64
Product Adoption Rates, 68
Product Branding + Multi-branding Investment Market, 44
PRODUCT DEVELOPMENT FORECAST, 6
PRODUCT DEVELOPMENT, 4
Product Positioning Market Scenario, 43
Product Prices as a % of the Market Average, 68
Product Sales Conversion Rates, 68
PRODUCT SECTOR : % OF TOTAL MARKET, 4, 6
PRODUCT SECTOR : VALUE, 2, 3
PROFIT RATIOS, 75
PROFIT RATIOS FORECAST, 77
Promotional Expenditure Market Scenario, 40
Promotional & Pricing Cost Objectives Market Scenario, 35

Quality Improvement Market Scenario, 16

Relative Employee Compensation Index, 68
Relative Forward Integration Index, 68
Relative output of Products of a Superior Quality, 68
REPORT TYPES, 61
Retail Sale Prices, 1
RETAIL VALUES OR PRICES, 1
Retailer & Added Value Retailer Market Level, 68

Sales Cost Improvement Market Scenario, 39
SALES COSTS, 74
SALES COSTS FORECAST, 76
Sales Personnel + Staff Improvement Market Scenario, 47
Sales & Marketing Cost : Market Scenario, 48
Selling Cost Objectives Market Scenario, 33
Standardized Products & Services Index, 68
Supplier Concentration = 20 Largest, 68
Supplier Concentration = 50 Largest, 68
Supplier Concentration = 8 Largest, 68
Supplier Concentration = Unspecified / Unallocated, 68
Supplier or Producer Prices, 1

Target Markets Development Market Scenario, 41
TERMS USED IN THIS REPORT, 1
TOTAL MARKETING COSTS, 74
TOTAL MARKETING COSTS FORECAST, 76
TRADING AREA, 54
Trading Credit Extension & Margin Reduction, 53

VALUE TERMS AND VOLUME TERMS, 1
Variable Marketing Cost Objectives Market Scenario, 31

Wholesale or Distributors Sale Prices, 1
WHOLESALE VALUES OR PRICES, 1
Wholesale & Distributor Market Level, 68

YEAR-ON-YEAR TREND, 59

INDEX

Marketing Expenditure Increase : + 2% : Market Scenario
Marketing Expenditure Increase : + 4% : Market Scenario
Marketing Expenditure Increase : + 6% : Market Scenario
Marketing Expenditure Increase : + 8% : Market Scenario
% OF TOTAL MARKET
ACTUAL PRICE PAID
Advertising Cost Objectives Market Scenario
Average Annual Sales Growth Rate
Bank Borrowing: 3% Inflation : Market Scenario
Bank Borrowing: 6% Inflation : Market Scenario
Bank Borrowing: 9% Inflation : Market Scenario
Base Forecast : Median Market Scenario
Base Forecast : Median Market Scenario
Base Forecast : Worst Market Scenario
Buyer Age Profile in the range 0-19 Years
Buyer Age Profile in the range 20-24 Years
Buyer Age Profile in the range 25-34 Years
Buyer Age Profile in the range 35-44 Years
Buyer Age Profile in the range 45-54 Years
Buyer Age Profile in the range 55-64 Years
Buyer Age Profile in the range 65+ / Unallocated Years
Buyer Profile in the AB Social Group
Buyer Profile in the C1 Social Group
Buyer Profile in the C2 Social Group
Buyer Profile in the DE / Unallocated Social Group
Capacity Utilization as a measure of Standard Capacity
Customer / Order Processing Systems Investment Market Scenario
Customer & End User Factors
Customer Handling Improvements Market Scenario
Discounted & Promotional Market Level
Distribution & Product Delivery Cost Objectives Market Scenario
Distribution Channel Improvement Market Scenario
End User & Consumer Market Level
End User Age Profile in the range 0-19 Years
End User Age Profile in the range 20-24 Years
End User Age Profile in the range 25-34 Years
End User Age Profile in the range 35-44 Years
End User Age Profile in the range 45-54 Years
End User Age Profile in the range 55-64 Years
End User Age Profile in the range 65+ / Unallocated Years
End User or final distribution level
End User Profile in the AB Social Group
End User Profile in the C1 Social Group
End User Profile in the C2 Social Group
End User Profile in the DE / Unallocated Social Group

Enterprises within the Range 1-19 Employees
Enterprises within the Range 100+ Employees
Enterprises within the Range 20-99 Employees
Enterprises within Unspecified / Unallocated Employee Ranges
Export Sales Improvement Market Scenario
Fixed Marketing Cost Objectives Market Scenario
HISTORIC FINANCIAL DATA
Immediate Consumer and End User Customers
Immediate Non-Specific Customers / Unallocated
Immediate OEM and Manufacturing Customers
Immediate Wholesale & Retail Customers
Index of Comparative Advertising Expenditure
Index of Comparative General Promotional Expenditure
Index of Comparative Salesforce and Selling Expenditure
INDUSTRY SHIPMENT VALUES OR PRICES
Instable Market Share as an Index of Total Market Share
MARKET COVERAGE
MARKET DATA NOTES
MARKET ENVIRONMENT
MARKET FINANCIAL SCENARIOS FORECASTS
Market Growth
Market Growth
MARKET NORMS
MARKET NORMS
MARKET SCENARIO FORECASTS
Market Segmentation Market Scenario
Market Share Building Objectives Market Scenario
Market Share Harvesting Objectives Market Scenario
Market Share Holding Objectives Market Scenario
Market Structure
Market Structure
MARKET VALUE
Market/s Serviced
Market/s Serviced
Marketing Costs during Product Launch
MARKETING COSTS
Marketing Expenditure Decrease : - 2% : Market Scenario
Marketing Expenditure Decrease : - 4% : Market Scenario
Marketing Expenditure Decrease : - 6% : Market Scenario
Marketing Expenditure Decrease : - 8% : Market Scenario
Marketing Expenditure Decrease : -10% : Market Scenario
Marketing Expenditure Decrease : -12% : Market Scenario
Marketing Expenditure Increase : +10% : Market Scenario
Marketing Expenditure Increase : +12% : Market Scenario
MARKETS
New Product Development Market Scenario
New Products as a % of the Total Output
OEM & Manufacturers Market Level
Order Taking Improvements Market Scenario
Overseas Development Market Scenario
Plant & Equipment Average Annual Investment
Plant and Equipment in Use over years 9 old / Unallocated
Plant and Equipment in Use within the range 0-3 years
Plant and Equipment in Use within the range 3-6 years
Plant and Equipment in Use within the range 6-9 years
Plant and Equipment Investment - Unallocated
Plant and Equipment Investment Equal to Depreciation
Plant and Equipment Investment greater than Depreciation
Plant and Equipment Investment Less than Depreciation
price actually paid net of discounting
Price Cutting Effect Market Scenario
Price Increase Effect Market Scenario
PRICE PAID BY END USERS
Product Adoption Rates
Product Branding + Multi-branding Investment Market Scenario
PRODUCT DEVELOPMENT
Product Positioning Market Scenario
Product Prices as a % of the Market Average
Product Sales Conversion Rates
PRODUCT SECTOR
PRODUCT SECTOR
Promotional & Pricing Cost Objectives Market Scenario
Promotional Expenditure Market Scenario
Quality Improvement Market Scenario
Relative Employee Compensation Index
Relative Forward Integration Index
Relative output of Products of a Superior Quality as a % of the Total
Retail Sale Prices
RETAIL VALUES OR PRICES
Retailer & Added Value Retailer Market Level
Sales & Marketing Cost : Market Scenario
Sales Cost Improvement Market Scenario
Sales Personnel + Staff Improvement Market Scenario Market Scenario
Selling Cost Objectives Market Scenario
Standardized Products & Services Index
Supplier Concentration = 20 Largest
Supplier Concentration = 50 Largest
Supplier Concentration = 8 Largest
Supplier Concentration = Unspecified / Unallocated
Supplier or Producer Prices
Target Markets Development Market Scenario
TERMS USED IN THIS REPORT
TRADING AREA
Trading Credit Extension & Margin Reduction : Market Scenario
VALUE TERMS AND VOLUME TERMS
Variable Marketing Cost Objectives Market Scenario
Wholesale & Distributor Market Level
Wholesale or Distributors Sale Prices

WHOLESALE VALUES OR PRICES

CONTENTS

MARKETS
TERMS USED IN THIS REPORT
VALUE TERMS AND VOLUME TERMS
MARKET SCENARIO FORECASTS
MARKET DATA NOTES
MARKET ENVIRONMENT
Market Growth
Market Structure
Market/s Serviced
TRADING AREA
MARKET COVERAGE
MARKET NORMS
MARKETING COSTS
HISTORIC FINANCIAL DATA
MARKET FINANCIAL SCENARIOS FORECASTS
MARKET VALUE
PRODUCT SECTOR
PRODUCT DEVELOPMENT
% OF TOTAL MARKET
PRODUCT SECTOR
Base Forecast : Median Market Scenario
Base Forecast : Worst Market Scenario
New Product Development Market Scenario
Market Segmentation Market Scenario
Distribution Channel Improvement Market Scenario
Price Cutting Effect Market Scenario
Price Increase Effect Market Scenario
Quality Improvement Market Scenario
Export Sales Improvement Market Scenario
Marketing Expenditure Increase : + 2% : Market Scenario
Marketing Expenditure Increase : + 4% : Market Scenario
Marketing Expenditure Increase : + 6% : Market Scenario
Marketing Expenditure Increase : + 8% : Market Scenario
Marketing Expenditure Increase : +10% : Market Scenario
Marketing Expenditure Increase : +12% : Market Scenario
Marketing Expenditure Decrease : - 2% : Market Scenario
Marketing Expenditure Decrease : - 4% : Market Scenario
Marketing Expenditure Decrease : - 6% : Market Scenario
Marketing Expenditure Decrease : - 8% : Market Scenario
Marketing Expenditure Decrease : -10% : Market Scenario
Marketing Expenditure Decrease : -12% : Market Scenario
Fixed Marketing Cost Objectives Market Scenario
Variable Marketing Cost Objectives Market Scenario
Distribution & Product Delivery Cost Objectives Market Scenario
Selling Cost Objectives Market Scenario
Advertising Cost Objectives Market Scenario
Promotional & Pricing Cost Objectives Market Scenario
Market Share Building Objectives Market Scenario
Market Share Holding Objectives Market Scenario
Market Share Harvesting Objectives Market Scenario
Sales Cost Improvement Market Scenario
Promotional Expenditure Market Scenario
Target Markets Development Market Scenario
Order Taking Improvements Market Scenario
Product Positioning Market Scenario
Product Branding + Multi-branding Investment Market Scenario
Customer / Order Processing Systems Investment Market Scenario
Overseas Development Market Scenario
Sales Personnel + Staff Improvement Market Scenario Market Scenario
Sales & Marketing Cost : Market Scenario
Customer Handling Improvements Market Scenario
Bank Borrowing: 3% Inflation : Market Scenario
Bank Borrowing: 6% Inflation : Market Scenario
Bank Borrowing: 9% Inflation : Market Scenario
Trading Credit Extension & Margin Reduction : Market Scenario
MARKET NORMS
Marketing Costs during Product Launch
Base Forecast : Median Market Scenario