The 2011 Report on Unpainted and
Finished Ready-To-Assemble Wood
Kitchen Furniture Sold in Kits
Excluding Custom Furniture Sold at
Retail Directly to the Customer:
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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iv
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Note: as statements and statistics in this report are forward-looking, the reader needs to read the
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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 15
1.2.3.3 Step 3. Filling in Missing Values 15
1.2.3.4 Step 4. Varying Parameter, Non-linear Estimation 16
1.2.3.5 Step 5. Fixed-Parameter Linear Estimation 16
1.2.3.6 Step 6. Aggregation and Benchmarking 16
2 USING THE DATA 17
3 CITY SEGMENTS RANKED BY MARKET SIZE 18
3.1 Top 15 Markets 18
3.2 Markets 16 to 30 19
3.3 Remaining Cities by Market Rank 20
4 CITY SEGMENTS IN ALPHABETICAL ORDER 123
4.1 A: from Aalborg to Az Zawiyah 123
4.2 B: from Bacolod to Bydgoszcz 130
4.3 C: from Caaguazu to Cyangugu 138
4.4 D: from Da Nang to Dzhizak 146
4.5 E: from East London to Esteli 150
4.6 F: from Fagatogo to Funchal 152
4.7 G: from Gabes to Gyumri 155
4.8 H: from Hachinohe to Hyderabad 159
4.9 I: from Iasi to Izmir 163
4.10 J: from Jaboatao to Jyvaskyla 166
4.11 K: from Kabul to Kzyl-Orda 169
4.12 L: from La Ceiba to Lyon 177
4.13 M: from Macae to Mzuzu 183
4.14 N: from Nacala to Nzerekore 193
4.15 O: from Oaklahoma City to Oyem 198
4.16 Ö: from Örebro to Örebro 200
4.17 P: from Pago Pago to Pyuthan 201
4.18 Q: from Qandahar to Quito 208
4.19 R: from Rabat to Rustavi 209
4.20 S: from S. Luis Potosi to Szombathely 212
4.21 T: from Tabligbo to Tyre 224
4.22 U: from Uberaba to Utulei 231
4.23 V: from Vacoas-Phoenix to Vukovar 233
4.24 W: from Wadi Medani to Wuhan 236
4.25 X: from Xalapa to Xi'an 237
4.26 Y: from Yamagata to Yungkang 238
4.27 Z: from Zadar to Zvishavane 239
5 CITY SEGMENTS RANKED BY COUNTRY 240
5.1 Afghanistan 240
5.2 Albania 240
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Contents vi
5.3 Algeria 241
5.4 American Samoa 241
5.5 Andorra 241
5.6 Angola 242
5.7 Antigua and Barbuda 242
5.8 Argentina 243
5.9 Armenia 244
5.10 Aruba 244
5.11 Australia 245
5.12 Austria 245
5.13 Azerbaijan 246
5.14 Bahrain 246
5.15 Bangladesh 247
5.16 Barbados 247
5.17 Belarus 248
5.18 Belgium 248
5.19 Belize 249
5.20 Benin 249
5.21 Bermuda 249
5.22 Bhutan 250
5.23 Bolivia 250
5.24 Bosnia and Herzegovina 250
5.25 Botswana 251
5.26 Brazil 252
5.27 Brunei 257
5.28 Bulgaria 257
5.29 Burkina Faso 258
5.30 Burma 258
5.31 Burundi 258
5.32 Cambodia 259
5.33 Cameroon 259
5.34 Canada 260
5.35 Cape Verde 260
5.36 Central African Republic 261
5.37 Chad 261
5.38 Chile 262
5.39 China 262
5.40 Christmas Island 263
5.41 Colombia 263
5.42 Comoros 264
5.43 Congo (formerly Zaire) 264
5.44 Cook Islands 264
5.45 Costa Rica 265
5.46 Cote d'Ivoire 265
5.47 Croatia 266
5.48 Cuba 266
5.49 Cyprus 267
5.50 Czech Republic 267
5.51 Denmark 268
5.52 Djibouti 268
5.53 Dominica 269
5.54 Dominican Republic 269
5.55 Ecuador 270
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Contents vii
5.56 Egypt 270
5.57 El Salvador 271
5.58 Equatorial Guinea 271
5.59 Estonia 271
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 279
5.76 Guinea 279
5.77 Guinea-Bissau 279
5.78 Guyana 280
5.79 Haiti 280
5.80 Honduras 281
5.81 Hong Kong 281
5.82 Hungary 282
5.83 Iceland 282
5.84 India 283
5.85 Indonesia 284
5.86 Iran 285
5.87 Iraq 285
5.88 Ireland 286
5.89 Israel 286
5.90 Italy 287
5.91 Jamaica 287
5.92 Japan 288
5.93 Jordan 291
5.94 Kazakhstan 291
5.95 Kenya 292
5.96 Kiribati 292
5.97 Kuwait 292
5.98 Kyrgyzstan 293
5.99 Laos 293
5.100 Latvia 293
5.101 Lebanon 294
5.102 Lesotho 294
5.103 Liberia 294
5.104 Libya 295
5.105 Liechtenstein 295
5.106 Lithuania 296
5.107 Luxembourg 296
5.108 Macau 296
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Contents viii
5.109 Madagascar 297
5.110 Malawi 297
5.111 Malaysia 298
5.112 Maldives 298
5.113 Mali 299
5.114 Malta 299
5.115 Marshall Islands 299
5.116 Martinique 300
5.117 Mauritania 300
5.118 Mauritius 301
5.119 Mexico 302
5.120 Micronesia Federation 303
5.121 Moldova 303
5.122 Monaco 303
5.123 Mongolia 304
5.124 Morocco 304
5.125 Mozambique 305
5.126 Namibia 305
5.127 Nauru 305
5.128 Nepal 306
5.129 New Caledonia 306
5.130 New Zealand 307
5.131 Nicaragua 307
5.132 Niger 308
5.133 Nigeria 308
5.134 Niue 309
5.135 Norfolk Island 309
5.136 North Korea 309
5.137 Norway 310
5.138 Oman 310
5.139 Pakistan 311
5.140 Palau 311
5.141 Palestine 311
5.142 Panama 312
5.143 Papua New Guinea 312
5.144 Paraguay 313
5.145 Peru