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 manufacturing innerspring, box spring, non-innerspring, and waterbed mattresses as defined by the North American Industrial Classification system or NAICS (pronounced "nakes").
The NAICS code for manufacturing innerspring, box spring, non-innerspring, and waterbed mattresses is 337910. It is for this definition that aggregate latent demand estimates are derived. Manufacturing innerspring, box spring, non-innerspring, and waterbed mattresses is specifically defined as follows:
337910 This industry comprises establishments primarily engaged in manufacturing innerspring, box spring, and noninnerspring mattresses, including mattresses for waterbeds.
337910A Sleep system ensembles, excl. conventional waterbeds
337910E Mattress and foundation sets
337910M Miscellaneous receipts
337910P Primary products
337910S Secondary products
3379101 Innerspring mattresses, excl. crib-size
3379104 Other mattresses, incl. crib mattresses and mattress inserts
3379107 Foundations, excl. innerspring units and hybrid-type floatation and adjustable
337910A1 Sleep system ensembles and mattresses, excluding conventional waterbeds
This study covers the world outlook for manufacturing innerspring, box spring, non-innerspring, and waterbed mattresses 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 manufacturing innerspring, box spring, non-innerspring, and waterbed mattresses. 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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