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Market Potential Index Parameters and Their Use in Analyzing Emerging Markets

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Market Potential Index Parameters and their use in analyzing Emerging Markets

Market Potential Index Parameters and their use in analyzing Emerging Markets
Introduction
Market Potential Indicator The emerging economies mainly in Asia and the Indian sub-continent currently comprise about 50% of the global population and the United Nations has projected it will add another billion people by 2050 (UN Department of Economic and Social Affairs, 2004). This will account for almost 58% of the world population. As such India and China will also account for the largest portion of the world’s economy and will have the highest and most consistent growth rates, which will translated in to a tremendously lucrative market. To determine which sectors and countries to focus on, Multinational Corporation will continue to utilize the Market Potential Indicator (MPI) more and more as a reference point to insure safety of investment and achieve maximum profits. The primary purpose of the MPI research is to ensure the market potential is great enough to maximum profitability in relation to the investment being made. For the United States and the Euro Zone nations with their smaller domestic populations, their governments and multinationals firms have determined the global market is vital to their long term economic health and survival. By utilizing the MPI, marketers and companies can determine which international market sectors they could successfully penetrate and devise the appropriate marketing strategy suited to that region or population cluster. In brief, the MPI functionality is driven by assigning a weighting to each dimension which in turn contribute to the overall market potential index. Within the parameters of this paper, I will discuss each dimension of the MPI, what indicators would be of critically importance to a firm

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