The 2011 Report on Manufacturing Soap, Cleaning Compound, and Toilet Preparations: World Market Segmentation by City

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					   The 2011 Report on Manufacturing
      Soap, Cleaning Compound, and
                 Toilet Preparations:
  World Market Segmentation by City




                                         by
                              Philip M. Parker, Ph.D.
                      Chaired Professor of Management Science
                    INSEAD (Singapore and Fontainebleau, France)




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                                        About the Author
Dr. Philip M. Parker is the Eli Lilly Chaired Professor of Innovation, Business and Society at INSEAD where he has
taught courses on global competitive strategy since 1988. He has also taught courses at MIT, Stanford University,
Harvard University, UCLA, UCSD, and the Hong Kong University of Science and Technology. Professor Parker is
the author of six books on the economic convergence of nations. These books introduce the notion of
“physioeconomics” which foresees a lack of global convergence in economic behaviors due to physiological and
physiographic forces. His latest book is "Physioeconomics: The Basis for Long-Run Economic Growth" (MIT Press
2000). He has also published numerous articles in academic journals, including, the Rand Journal of Economics,
Marketing Science, the Journal of International Business Studies, Technological Forecasting and Social Change, the
International Journal of Forecasting, the European Management Journal, the European Journal of Operational
Research, the Journal of Marketing, the International Journal of Research in Marketing, and the Journal of
Marketing Research. He is also on the editorial boards of several academic journals.

Dr. Parker received his Ph.D. in Business Economics from the Wharton School of the University of Pennsylvania
and has Masters degrees in Finance and Banking (University of Aix-Marseille) and Managerial Economics
(Wharton). His undergraduate degrees are in mathematics, biology and economics (minor in aeronautical
engineering). He has consulted and/or taught courses in Africa, the Middle East, Asia, Latin America, North America
and Europe.


                                         About this Series
This series was created for international firms who rely on foreign markets for a substantial portion of their business
or who might be threatened by international competition. The estimates given in this report were created using a
methodology developed by and implemented under the direct supervision of Professor Philip M. Parker, the Eli Lilly
Chaired Professor of Innovation, Business and Society, at INSEAD. The methodology relies on historical figures
across countries. Reported figures should be seen as estimates of past and future levels of latent demand.


                                      Acknowledgements
Some of the methodologies and research approaches used in this report have benefited from the R&D Committee at
INSEAD, whose research support is gratefully acknowledged.




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                                                                                         Contents         v


Table of Contents
1     INTRODUCTION & METHODOLOGY                                                                     11
    1.1     Overview and Definitions                                                                 11
    1.2     Market Potential Estimation Methodology                                                  11
       1.2.1    Overview                                                                             11
       1.2.2    What is Latent Demand and the P.I.E.?                                                12
       1.2.3    The Methodology                                                                      12
          1.2.3.1    Step 1. Product Definition and Data Collection                                  14
          1.2.3.2    Step 2. Filtering and Smoothing                                                 25
          1.2.3.3    Step 3. Filling in Missing Values                                               25
          1.2.3.4    Step 4. Varying Parameter, Non-linear Estimation                                25
          1.2.3.5    Step 5. Fixed-Parameter Linear Estimation                                       26
          1.2.3.6    Step 6. Aggregation and Benchmarking                                            26
2     USING THE DATA                                                                                 27
3     CITY SEGMENTS RANKED BY MARKET SIZE                                                            28
    3.1    Top 15 Markets                                                                            28
    3.2    Markets 16 to 30                                                                          29
    3.3    Remaining Cities by Market Rank                                                           30
4     CITY SEGMENTS IN ALPHABETICAL ORDER                                                           133
    4.1    A: from Aalborg to Az Zawiyah                                                            133
    4.2    B: from Bacolod to Bydgoszcz                                                             140
    4.3    C: from Caaguazu to Cyangugu                                                             148
    4.4    D: from Da Nang to Dzhizak                                                               156
    4.5    E: from East London to Esteli                                                            160
    4.6    F: from Fagatogo to Funchal                                                              162
    4.7    G: from Gabes to Gyumri                                                                  165
    4.8    H: from Hachinohe to Hyderabad                                                           169
    4.9    I: from Iasi to Izmir                                                                    173
    4.10   J: from Jaboatao to Jyvaskyla                                                            176
    4.11   K: from Kabul to Kzyl-Orda                                                               178
    4.12   L: from La Ceiba to Lyon                                                                 186
    4.13   M: from Macae to Mzuzu                                                                   191
    4.14   N: from Nacala to Nzerekore                                                              201
    4.15   O: from Oaklahoma City to Oyem                                                           206
    4.16   Ö: from Örebro to Örebro                                                                 208
    4.17   P: from Pago Pago to Pyuthan                                                             209
    4.18   Q: from Qandahar to Quito                                                                215
    4.19   R: from Rabat to Rustavi                                                                 216
    4.20   S: from S. Luis Potosi to Szombathely                                                    219
    4.21   T: from Tabligbo to Tyre                                                                 231
    4.22   U: from Uberaba to Utulei                                                                238
    4.23   V: from Vacoas-Phoenix to Vukovar                                                        240
    4.24   W: from Wadi Medani to Wuhan                                                             243
    4.25   X: from Xalapa to Xi'an                                                                  244
    4.26   Y: from Yamagata to Yungkang                                                             245
    4.27   Z: from Zadar to Zvishavane                                                              246
5     CITY SEGMENTS RANKED BY COUNTRY                                                               247
    5.1    Afghanistan                                                                              247
    5.2    Albania                                                                                  247


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  5.3    Algeria                                                248
  5.4    American Samoa                                         248
  5.5    Andorra                                                248
  5.6    Angola                                                 249
  5.7    Antigua and Barbuda                                    249
  5.8    Argentina                                              250
  5.9    Armenia                                                251
  5.10   Aruba                                                  251
  5.11   Australia                                              252
  5.12   Austria                                                252
  5.13   Azerbaijan                                             253
  5.14   Bahrain                                                253
  5.15   Bangladesh                                             254
  5.16   Barbados                                               254
  5.17   Belarus                                                255
  5.18   Belgium                                                255
  5.19   Belize                                                 256
  5.20   Benin                                                  256
  5.21   Bermuda                                                256
  5.22   Bhutan                                                 257
  5.23   Bolivia                                                257
  5.24   Bosnia and Herzegovina                                 257
  5.25   Botswana                                               258
  5.26   Brazil                                                 259
  5.27   Brunei                                                 264
  5.28   Bulgaria                                               264
  5.29   Burkina Faso                                           265
  5.30   Burma                                                  265
  5.31   Burundi                                                265
  5.32   Cambodia                                               266
  5.33   Cameroon                                               266
  5.34   Canada                                                 267
  5.35   Cape Verde                                             267
  5.36   Central African Republic                               268
  5.37   Chad                                                   268
  5.38   Chile                                                  269
  5.39   China                                                  269
  5.40   Christmas Island                                       270
  5.41   Colombia                                               270
  5.42   Comoros                                                270
  5.43   Congo (formerly Zaire)                                 271
  5.44   Cook Islands                                           271
  5.45   Costa Rica                                             271
  5.46   Cote d'Ivoire                                          272
  5.47   Croatia                                                272
  5.48   Cuba                                                   273
  5.49   Cyprus                                                 273
  5.50   Czech Republic                                         274
  5.51   Denmark                                                274
  5.52   Djibouti                                               275
  5.53   Dominica                                               275
  5.54   Dominican Republic                                     275
  5.55   Ecuador                                                276


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  5.56    Egypt                                           276
  5.57    El Salvador                                     277
  5.58    Equatorial Guinea                               277
  5.59    Estonia                                         277
  5.60    Ethiopia                                        278
  5.61    Fiji                                            278
  5.62    Finland                                         278
  5.63    France                                          279
  5.64    French Guiana                                   279
  5.65    French Polynesia                                280
  5.66    Gabon                                           280
  5.67    Georgia                                         280
  5.68    Germany                                         281
  5.69    Ghana                                           281
  5.70    Greece                                          282
  5.71    Greenland                                       282
  5.72    Grenada                                         283
  5.73    Guadeloupe                                      283
  5.74    Guam                                            283
  5.75    Guatemala                                       284
  5.76    Guinea                                          284
  5.77    Guinea-Bissau                                   284
  5.78    Guyana                                          285
  5.79    Haiti                                           285
  5.80    Honduras                                        285
  5.81    Hong Kong                                       286
  5.82    Hungary                                         286
  5.83    Iceland                                         286
  5.84    India                                           287
  5.85    Indonesia                                       288
  5.86    Iran                                            289
  5.87    Iraq                                            289
  5.88    Ireland                                         290
  5.89    Israel                                          290
  5.90    Italy                                           291
  5.91    Jamaica                                         291
  5.92    Japan                                           292
  5.93    Jordan                                          295
  5.94    Kazakhstan                                      295
  5.95    Kenya                                           296
  5.96    Kiribati                                        296
  5.97    Kuwait                                          296
  5.98    Kyrgyzstan                                      297
  5.99    Laos                                            297
  5.100   Latvia                                          297
  5.101   Lebanon                                         298
  5.102   Lesotho                                         298
  5.103   Liberia                                         298
  5.104   Libya                                           299
  5.105   Liechtenstein                                   299
  5.106   Lithuania                                       299
  5.107   Luxembourg                                      300
  5.108   Macau                                           300


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  5.109   Madagascar                                          300
  5.110   Malawi                                              301
  5.111   Malaysia                                            301
  5.112   Maldives                                            302
  5.113   Mali                                                302
  5.114   Malta                                               302
  5.115   Marshall Islands                                    303
  5.116   Martinique                                          303
  5.117   Mauritania                                          303
  5.118   Mauritius                                           304
  5.119   Mexico                                              305
  5.120   Micronesia Federation                               306
  5.121   Moldova                                             306
  5.122   Monaco                                              306
  5.123   Mongolia                                            307
  5.124   Morocco                                             307
  5.125   Mozambique                                          308
  5.126   Namibia                                             308
  5.127   Nauru                                               308
  5.128   Nepal                                               309
  5.129   New Caledonia                                       309
  5.130   New Zealand                                         310
  5.131   Nicaragua      
				
DOCUMENT INFO
Description: 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 2000 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. In performing various economic analyses for its clients, I have been occasionally asked to investigate the market potential for various products and services across cities. The purpose of the studies is to understand the density of demand within a country and the extent to which a city might be used as a point of distribution within its region. From an economic perspective, however, a city does not represent a population within rigid geographical boundaries. To an economist or strategic planner, a city represents an area of dominant influence over markets in adjacent areas. This influence varies from one industry to another, but also from one period of time to another. In what follows, I summarize the economic potential for the world's major cities for "manufacturing soap, cleaning compound, and toilet preparations" for the year 2011. The goal of this report is to report my findings on the real economic potential, or what an economist calls the latent demand, represented by a city when defined as an area of dominant influence. The reader needs to realize that latent demand may or may not represent real sales. For many items, latent demand is clearly observable in sales, as in the case for food or housing items. Consider, however, the category "satellite launch vehicle
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