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Forecasting Demand for Multiple TechnologiesClient Problem: Forecasting Demand for Multiple TechnologiesA major computer hardware company faced the daunting challenge of sizing and forecasting key markets for a dozen technologies by industry, business size, and geographic area in the United States. Without this information, the company would not be able to refine its short-term tactical plans or long-term strategy sufficiently to ensure its success in a highly competitive and complex marketplace. Global Insight Approach: Customized State-by-State Segmentation Model Global Insight developed historical estimates and five-year forecasts of total revenue by product and segment by combining data from a wide variety of public and private sources with our own proprietary data. We developed forecasts for every state and for each technology by industry, business size, and segment. The model also incorporated the company's sales data to enable market share calculations at a quarterly frequency over a period of three years. Outcome: More Focused and Proactive Target Market This clearer, more accurate picture of revenue prospects allowed the client to evaluate market strengths and successfully target particular clients in specific segments. The company's deepened, more detailed knowledge of market segment distribution and growth allowed for more accurate estimates and forecasts and improved, predictable revenue growth. |
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