Market metrics , forecast and analysis data using spss

Forecast

Initial Data Tables
Market metrics	Small Customer Segment Market
Current demand in shipments (thousands)	43.9
Maximum potential shipments	263.4
Buying ceiling at average price	0.47
Annual purchase rate	0.4
Shipments per purchase	1
Market potential in shipments	49.5
Average price (relative to ceiling)	$ 19,326.34
Market potential in dollars	$ 957,024.90
Market development index	0.89
Share performance metrics for Hyster-Yale in the small customer segment	Small Customer response	Small customer response without additional investment
Aware	0.45	0.45
Attractive	0.50	0.50
Price acceptable	0.47	0.47
Intend to buy	0.45	0.45
Purchase	0.85	0.85
Market Share Index	0.040
Market Share Potential		0.040
Share Development Index	1.00
Forecast for small customer segment market and Hyster-Yale
Market potential	49.52
Market share index	0.040
Market share potential index	0.040
	2014	2015	2016	2017
Market growth rate		0.02	0.02	0.02
Market demand	43.90	44.78	45.67	46.59
Market development index	0.89	0.90	0.92	0.94
Market share plan	0.040	0.040	0.040	0.040
Market share index	0.040	0.040	0.040	0.040
Share development index	1.00	1.00	1.00	1.00
Volume sold	1.78	1.79	1.83	1.86
Average shipment price increase per year		0.01	0.01	0.01
Average shipment price	$ 19,326.34	$ 19,519.60	$ 19,714.80	$ 19,911.95
Sales revenue	$ 34,318.31	$ 34,961.95	$ 36,017.80	$ 37,105.54
Scenario for Analysis
Scenario Data Table
Market metrics	Small Customer Segment Market
Current demand in shipments (thousands)	43.9
Maximum potential shipments	263.4
Buying ceiling at average price	0.47
Annual purchase rate	0.4
Shipments per purchase	1
Market potential in shipments	49.5
Average price (relative to ceiling)	$ 19,326.34
Market potential in dollars	$ 957,024.90
Market development index	0.89
Share performance metrics for Hyster-Yale in the small customer segment	Small Customer response	Small customer response without additional investment
Aware	0.45	0.45
Attractive	0.50	0.50
Price acceptable	0.47	0.47
Intend to buy	0.45	0.45
Purchase	0.85	0.85
Market Share Index	0.040
Market Share Potential		0.040
Share Development Index	1.00
Forecast for small customer segment market and Hyster-Yale
Market potential	43.90
Market share index	0.040
Market share potential index	0.040
	2014	2015	2016	2017
Market growth rate		0.02	0.02	0.02
Market demand	43.90	44.78	45.67	46.59
Market development index	0.89	0.90	0.92	0.94
Market share plan	0.040	0.040	0.040	0.040
Market share index	0.040	0.040	0.040	0.040
Share development index	1.00	1.00	1.00	1.00
Volume sold	1.78	1.79	1.83	1.86
Average shipment price increase per year		0.01	0.01	0.01
Average shipment price	$ 19,326.34	$ 19,519.60	$ 19,714.80	$ 19,911.95
Sales revenue	$ 34,318.31	$ 34,961.95	$ 36,017.80	$ 37,105.54
Exam Question

Exam March 21 Section 2 Forecast Name:

While an analysis of the small customer segment pentration strategy based on 2014 data offers insights, Hyster-Yale recognizes that this strategy will actually require several years to implement. According to industry estimates,the small customer segment market demand is expected to grow by 2 percent per year (see initial data table), and the average shipment price to increases by 1 percent per year (see initial data table). Hyster-Yale estimates that the additional investment will produce the following small customer response to their efforts. Aware .50 Attractive .60 Price acceptable .50 Intend to buy .50 Purchase .90 Given these conditions, H-Y questions if the estimated 6 percent market share could be realized by 2017.

1. Use the Scenario Data Table above to analyze the likelihood that H-Y can achieve a 6 perecent market share by 2017. Highlight the cells in which you make changes and the cells displaying the results of those changes. Given your analysis, is Hyster-Yales' market share estimate of 6 percent by 2017 realistic? Referencing the specific results of your analysis, explain your response.