MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 1. B. Market potential and major trends in supply and demand for this and related products.
Market potential refers to the amount of demand that an industry could experience under absolutely ideal circumstances. It is important because it tends to serve as an upper limit on the amount of activity that an industry might experience.
Any major trends in supply or demand can have an impact on this market potential number. Demand for related products (components, substitutes and complements) can also impact market potential.