Estimating

Given that absolute market potential almost always exceeds actual industry sales, why do marketers bother to make potential estimates? Discuss how you will make sales (revenue) estimates for your client company (required as part of your strategy project business plan): what variables/data will you assess to estimate sales?Explain why you think those data will represent your buyers' behaviors? What are the kinds of management decisions those estimates will drive?

Targeting markets

What is the relationship among market segmentation, target marketing, and positioning? What will happen to your company's target marketing and positioning efforts if markets are incorrectly or not effectively/insightfully segmented? Discuss this potential risk for your client company, and how you will avoid this risk in the marketing plan you develop for your client.

Segmentation and Strategy:

Discuss how you will segment your client company's market(s). How will you use this segmentation to further the company's business goals--and to develop an effective entry and/or marketing strategy? (Be sure to focus on your client company's product/service and buyer value when you contribute to this discussion).