This report was created for global strategic planners who cannot be content with traditional methods of segmenting world markets. With the advent of a "borderless world", cities become a more important criteria in prioritizing markets, as opposed to regions, continents, or countries. This report covers the top 2,000 cities in over 200 countries. It does so by reporting the estimated market size (in terms of latent demand) for each major city of the world. It then ranks these cities and reports them in terms of their size as a percent of the country where they are located, their geographic region (e.g. Africa, Asia, Europe, Middle East, North America, Latin America), and the total world market.
This study covers metal coating, engraving, and allied services as defined by the North American Industrial Classification system or NAICS (pronounced "nakes").
The NAICS code for metal coating, engraving, and allied services is 3328120. It is for this definition that aggregate latent demand estimates are derived. Metal coating, engraving, and allied services is specifically defined as follows:
3328120 METAL COATING, ENGRAVING, AND ALLIED SERVICES
33281201 All other metal coating, including curtain coating and wash coating (including organic coatings, enamels, lacquers, alkyds, plastics, etc.)
33281202 Metal galvanizing and other hot dip metal coating
33281204 Metal liquid spray coating, including electrostatic coating (including organic coatings, enamels, lacquers, alkyds, plastics, etc.)
33281205 Metal powder coating, including electrostatic and fluidized bed (including organic coatings, enamels, lacquers, alkyds, plastics, etc.)
33281206 Flocking metals and metal products for the trade
3328120101 Electronic metal engraving, excluding metal nameplates
3328120106 Photo chemical metal etching, including machining (excluding metal nameplates)
3328120111 Etching and engraving metal nameplates
This study covers the world outlook for metal coating, engraving, and allied services across more than 2,000 cities. For the year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the city in question (in millions of U.S. dollars), the percent share the city is of the region, and of the globe. These comparative benchmarks allow the reader to quickly gauge a city vis-à-vis others. Using econometric models which project fundamental economic dynamics within each country and across countries, latent demand estimates are created. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.
This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the cities of the world). This study gives, however, Professor Parker’s estimates for the worldwide latent demand, or the P.I.E., for metal coating, engraving, and allied services. It also shows how the P.I.E. is divided across the world’s cities. In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on international strategic planning at graduate schools of business.
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