The 2011 Report on Manufacturing Soft Drinks and Artificially Carbonated Waters: World Market Segmentation by City by ICONGroup

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									   The 2011 Report on Manufacturing
          Soft Drinks and Artificially
                Carbonated Waters:
  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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Note: as statements and statistics in this report are forward-looking, the reader needs to read the
last chapter for disclaimers and user agreement provisions.




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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                                                 19
          1.2.3.3    Step 3. Filling in Missing Values                                               19
          1.2.3.4    Step 4. Varying Parameter, Non-linear Estimation                                20
          1.2.3.5    Step 5. Fixed-Parameter Linear Estimation                                       20
          1.2.3.6    Step 6. Aggregation and Benchmarking                                            21
2     USING THE DATA                                                                                 22
3     CITY SEGMENTS RANKED BY MARKET SIZE                                                            23
    3.1    Top 15 Markets                                                                            23
    3.2    Markets 16 to 30                                                                          24
    3.3    Remaining Cities by Market Rank                                                           25
4     CITY SEGMENTS IN ALPHABETICAL ORDER                                                           128
    4.1    A: from Aalborg to Az Zawiyah                                                            128
    4.2    B: from Bacolod to Bydgoszcz                                                             135
    4.3    C: from Caaguazu to Cyangugu                                                             143
    4.4    D: from Da Nang to Dzhizak                                                               151
    4.5    E: from East London to Esteli                                                            155
    4.6    F: from Fagatogo to Funchal                                                              157
    4.7    G: from Gabes to Gyumri                                                                  160
    4.8    H: from Hachinohe to Hyderabad                                                           164
    4.9    I: from Iasi to Izmir                                                                    168
    4.10   J: from Jaboatao to Jyvaskyla                                                            171
    4.11   K: from Kabul to Kzyl-Orda                                                               173
    4.12   L: from La Ceiba to Lyon                                                                 181
    4.13   M: from Macae to Mzuzu                                                                   186
    4.14   N: from Nacala to Nzerekore                                                              196
    4.15   O: from Oaklahoma City to Oyem                                                           201
    4.16   Ö: from Örebro to Örebro                                                                 203
    4.17   P: from Pago Pago to Pyuthan                                                             204
    4.18   Q: from Qandahar to Quito                                                                210
    4.19   R: from Rabat to Rustavi                                                                 211
    4.20   S: from S. Luis Potosi to Szombathely                                                    214
    4.21   T: from Tabligbo to Tyre                                                                 226
    4.22   U: from Uberaba to Utulei                                                                233
    4.23   V: from Vacoas-Phoenix to Vukovar                                                        235
    4.24   W: from Wadi Medani to Wuhan                                                             238
    4.25   X: from Xalapa to Xi'an                                                                  239
    4.26   Y: from Yamagata to Yungkang                                                             240
    4.27   Z: from Zadar to Zvishavane                                                              241
5     CITY SEGMENTS RANKED BY COUNTRY                                                               242
    5.1    Afghanistan                                                                              242
    5.2    Albania                                                                                  242


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  5.3    Algeria                                                243
  5.4    American Samoa                                         243
  5.5    Andorra                                                243
  5.6    Angola                                                 244
  5.7    Antigua and Barbuda                                    244
  5.8    Argentina                                              245
  5.9    Armenia                                                246
  5.10   Aruba                                                  246
  5.11   Australia                                              247
  5.12   Austria                                                247
  5.13   Azerbaijan                                             248
  5.14   Bahrain                                                248
  5.15   Bangladesh                                             249
  5.16   Barbados                                               249
  5.17   Belarus                                                250
  5.18   Belgium                                                250
  5.19   Belize                                                 251
  5.20   Benin                                                  251
  5.21   Bermuda                                                251
  5.22   Bhutan                                                 252
  5.23   Bolivia                                                252
  5.24   Bosnia and Herzegovina                                 252
  5.25   Botswana                                               253
  5.26   Brazil                                                 254
  5.27   Brunei                                                 259
  5.28   Bulgaria                                               259
  5.29   Burkina Faso                                           260
  5.30   Burma                                                  260
  5.31   Burundi                                                260
  5.32   Cambodia                                               261
  5.33   Cameroon                                               261
  5.34   Canada                                                 262
  5.35   Cape Verde                                             262
  5.36   Central African Republic                               263
  5.37   Chad                                                   263
  5.38   Chile                                                  264
  5.39   China                                                  264
  5.40   Christmas Island                                       265
  5.41   Colombia                                               265
  5.42   Comoros                                                265
  5.43   Congo (formerly Zaire)                                 266
  5.44   Cook Islands                                           266
  5.45   Costa Rica                                             266
  5.46   Cote d'Ivoire                                          267
  5.47   Croatia                                                267
  5.48   Cuba                                                   268
  5.49   Cyprus                                                 268
  5.50   Czech Republic                                         268
  5.51   Denmark                                                269
  5.52   Djibouti                                               269
  5.53   Dominica                                               269
  5.54   Dominican Republic                                     270
  5.55   Ecuador                                                270


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  5.56    Egypt                                           271
  5.57    El Salvador                                     271
  5.58    Equatorial Guinea                               271
  5.59    Estonia                                         272
  5.60    Ethiopia                                        272
  5.61    Fiji                                            272
  5.62    Finland                                         273
  5.63    France                                          273
  5.64    French Guiana                                   274
  5.65    French Polynesia                                274
  5.66    Gabon                                           274
  5.67    Georgia                                         275
  5.68    Germany                                         275
  5.69    Ghana                                           276
  5.70    Greece                                          276
  5.71    Greenland                                       277
  5.72    Grenada                                         277
  5.73    Guadeloupe                                      278
  5.74    Guam                                            278
  5.75    Guatemala                                       278
  5.76    Guinea                                          279
  5.77    Guinea-Bissau                                   279
  5.78    Guyana                                          279
  5.79    Haiti                                           280
  5.80    Honduras                                        280
  5.81    Hong Kong                                       280
  5.82    Hungary                                         281
  5.83    Iceland                                         281
  5.84    India                                           282
  5.85    Indonesia                                       283
  5.86    Iran                                            284
  5.87    Iraq                                            284
  5.88    Ireland                                         285
  5.89    Israel                                          285
  5.90    Italy                                           286
  5.91    Jamaica                                         286
  5.92    Japan                                           287
  5.93    Jordan                                          289
  5.94    Kazakhstan                                      290
  5.95    Kenya                                           290
  5.96    Kiribati                                        291
  5.97    Kuwait                                          291
  5.98    Kyrgyzstan                                      291
  5.99    Laos                                            292
  5.100   Latvia                                          292
  5.101   Lebanon                                         292
  5.102   Lesotho                                         293
  5.103   Liberia                                         293
  5.104   Libya                                           293
  5.105   Liechtenstein                                   294
  5.106   Lithuania                                       294
  5.107   Luxembourg                                      294
  5.108   Macau                                           295


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  5.109   Madagascar                                          295
  5.110   Malawi                                              295
  5.111   Malaysia                                            296
  5.112   Maldives                                            296
  5.113   Mali                                                297
  5.114   Malta                                               297
  5.115   Marshall Islands                                    297
  5.116   Martinique                                          298
  5.117   Mauritania                                          298
  5.118   Mauritius                                           298
  5.119   Mexico                                              299
  5.120   Micronesia Federation                               300
  5.121   Moldova                                             300
  5.122   Monaco                                              300
  5.123   Mongolia                                            300
  5.124   Morocco                                             301
  5.125   Mozambique                                          301
  5.126   Namibia                                             301
  5.127   Nauru                                               302
  5.128   Nepal                                               302
  5.129   New Caledonia                                       302
  5.130   New Zealand                                         303
  5.131   Nicaragua                                           303
  5.132   Niger                                               304
  5.133   Nigeria                                             304
  5.134   Niue                                                304
  5.135   Norfolk 
								
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