Question

Potential Market – the set of consumers who profess some level of interest in a defined market offer Mass Market – the set of consumers who profess some level of interest in and have the requisite income to a defined market offer Available Market – the set of consumers with the interest, requisite income and access to a defined marketQualified Available Market – the set of consumers with the interest, requisite income, access and qualifications for a defined market offer offerHonda Ltd. of Japan is reviewing the motorcycle market of a Mid-Pacific island. A recent study revealed twenty percent (20%) of the island's 1,000,000 population exhibited an interest in owning a motorcycle. Of those interested, only fifty percent (50%) have the requisite income to purchase a Honda motorcycle. Three (3) Honda dealerships provide the island’s entire population with access to the defined market offer. However, twenty-five percent (25%) of the interested individuals with the requisite income and access to the defined market offer do not meet the island's minimum license age requirement of eighteen (18) years of age.Calculate the number, not percentage, of the people in each of the following levels of market definition. (Show calculations)a. Potential Marketb. Mass Marketc. Available Marketd. Qualified Available Market

Answer 1

Answer:

A

Potential market

Interested percentage of people x total population

1000000x20%

= 200000

B.

Mass market is potential market x those with requisite income in percentage

= 200000x50%

= 200000x0.5

= 100000

C

Available market is also mass market

= 100000

D.

Qualified market

Available market x minimum qualification in percentage

Percentage of Minimum qualification = 100 - 25%

= 75%

Qualified market = 100000x0.75

= 75000