Detailed Product Log Count Formula: replicate across columns

0 0 0 0
General Information Product Information

# Country Point of sale Channel Industry Product Category Brand Product Name / Sub-brand Description Global Brand Owner

1 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators SAMSUNG 8.4 Q SAMSUNG keep food/ fresh food SAMSUNG ELECTRONICS .CO., LTD.
1 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators SAMSUNG 18.7Q SAMSUNG keep food/ fresh food SAMSUNG ELECTRONICS .CO., LTD.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 6.6Q HITACHI keep food/ fresh food HITACHI Ltd.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 7.7Q HITACHI keep food/ fresh food HITACHI Ltd.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 8.7Q HITACHI keep food/ fresh food HITACHI Ltd.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 9.5Q HITACHI keep food/ fresh food HITACHI Ltd.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 10.5Q HITACHI keep food/ fresh food HITACHI Ltd.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 16.3Q HITACHI keep food/ fresh food HITACHI Ltd.
2 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators HITACHI 21.2Q HITACHI keep food/ fresh food HITACHI Ltd.
3 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators TOSHIBA 6.2Q HITACHI keep food/ fresh food TOSHIBA CORPORATION
3 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators TOSHIBA 6.5Q HITACHI keep food/ fresh food TOSHIBA CORPORATION
3 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators TOSHIBA 8.2Q HITACHI keep food/ fresh food TOSHIBA CORPORATION
3 LAO PDR SUVANNY HOME CENTER House furnishing and house ware Consumer appliances Refrigerators TOSHIBA 11.9 Q TOSHIBA keep food/ fresh food TOSHIBA CORPORATION

© Euromonitor International 2011. All rights reserved.

 Trade Interview notes
When you are to conduct your interview you already have a solid knowledge of the market. Make this interview a conversation, use the information you already have to open up the dialogue. When you talk about market sizes use the information you have from your sources as
you have not done calculations yet.
1. We have estimated the market size for
Questions
refrigerator in 15000 dollars and 60 Unit for the
year 2017. What is your opinion about it?
The sale demand of refirgerator is hjgher than your
estimate. It is around 100 unit in 2017, and also the
Notes aveage cost around 6,447 usd in 2017.and the size in
value is 64,447 USD.
© Euromonitor International 2011. All rights reserved.
2. What do you consider is the per-capita
consumption of refrigerator in Laos?
beacause of refirgerator is very improtant customer
appliances for every family. And thay also wanna keep
their food as long as possible. Moreover, Souvanny
home center serv a good service as well. Refrigerator
consumption per capital is around 1 unit per household
both in big family or small family but it is depent on
family size such as big family buy bigger zise than samll
family. Households in the year 2017 are 1,183,386 and
rate of households increment is 1.5%.
Count Formula: replicate across columns
4. We have identified the top manufacturers:
SAMSUNG,HITACHI and TOSHIBA REFRIGERATOR
3. Has this consumption increased or decreased in in SOUVANNY HOME CENTER? Do you agree with
the last 2 years? If so, please explain. this? Are we missing any other brands? Can you
rank them and give us your estimated market
shares?
refrigerator consumption demand at souvanny home I agrree with your refrigerators list. In the market, it also increase by 5% beacause sounvanny home center is the
center is increased by 1% in last two year. Because a few has LG refrigerator and Media referigerator. The key
household use their old and new appliancs together. It player in the refrigerator maket such as: 1.
may be effected from household income. One more SAMSUNG(market shear 40%), 2. HITACHI (market shear
thing, it may effedced by population in the capital 20%), 3. TOSHIBA (market shear 20%), 4. LG (market
increaed. shear 15%), 5. MEDIA (market shear less than 5%)
5. How will be the market of REFRIGERATOR in
SOUVANNY HOME CENTER in the next 5 years?
Will the market increase, decrease or remain
static? Why?
the refrigerator maket in the next five years, it would
beliveable brand in the maket now. even if more
customer don't know yet, souvanny home cneter also
sale electrical appliances along home constrution
materials. Souvanny home center Ltd., has a plan to
import electric appliances in futuer.
 Calcs Count Formula: replicate across columns

Create basic approaches to generate a market size for your chosen industry and chosen category

Industry Consumer appliance

Category Refrigerator

2017 MARKET SIZE Refrigerator

Approach #1
Apparent Consumption of the refrigerator
Concept Number Unit Source Link download
Households in Lao PDR. 1,183,386.00 household Results of population and housing cencus 2015 https://lao.unfpa.org/sites/default/files/pub-pdf/PHC-ENG-FNAL-WEB_0.pdf
Ownership of refrigerator 60.0% % Lao PDR labor force survey 2017 http://www.eria.org/uploads/media/0_Lao_PDR_Energy_Statistics_2018_complete_book.pdf
Ownership of refrigerator 710,031.60 unit cal
Imports refrigerators in 2017 11,927.00 unit Dept. of customer service data Hard copy
Local production (assembly) 0 No domestic product
Exports of motrocycles in 2017 0 No export product
Total Import of refigerator in 2017 11,927.00 unit cal
Market size of Refrigerator in 2017
Approach #2
Apparent Consumption of the refrigerator
Concept Number Unit Source Link download
Total sale 2017 7,005 Unit Dept. of customer service data Hard copy

sale of all brand refrigerator by cubic feet (normally, refrigerator is classified by CF)
<5CF 28% % Task 2 Market survey for MECON Project " shear
http://www.meconproject.com/wp-content/uploads/report/[Task%202-Market%20survey]%20Lao%20PDR%20country%20report.pdf
5CF-7CF 67% % Task 2 Market survey for MECON Project " sheahttp://www.meconproject.com/wp-content/uploads/report/[Task%202-Market%20survey]%20Lao%20PDR%20country%20report.pdf
7CF-9CF 2% % Task 2 Market survey for MECON Project " sheahttp://www.meconproject.com/wp-content/uploads/report/[Task%202-Market%20survey]%20Lao%20PDR%20country%20report.pdf
9CF-11CF 1% % Task 2 Market survey for MECON Project " sheahttp://www.meconproject.com/wp-content/uploads/report/[Task%202-Market%20survey]%20Lao%20PDR%20country%20report.pdf
>11 1% % Task 2 Market survey for MECON Project " shear
http://www.meconproject.com/wp-content/uploads/report/[Task%202-Market%20survey]%20Lao%20PDR%20country%20report.pdf
sale by cubic
<5CF 1,961.40 unit cal
5CF-7CF 4,693.35 unit cal
7CF-9CF 140.10 unit cal
9CF-11CF 70.05 unit cal
>11 70.05 unit cal
% of sale by CF
<5CF 2% % assumption "assum from import in 2017"
5CF-7CF 95% % interview and storecheck "Best saler in the Lao market and shear around 95%"
7CF-9CF 1% % interview and storecheck" sale percentage less than 1%"
9CF-11CF 1% % interview and storecheck
>11 1% % interview and storecheck

<5CF 39.23 unit cal

5CF-7CF 4,458.68 unit cal
7CF-9CF 1.40 unit cal
9CF-11CF 0.70 unit cal
>11 0.70 unit cal
Sale of refrigerator 4,500.71 unit estimate

© Euromonitor International 2011. All rights reserved.

 Analysis tips Count Formula: replicate across columns
For your analysis you should be summarizing the key learnings about the industry you researched, keeping in mind the topics covered during the training sessions. From Storytelling to adding some recommendations or actionable next steps from the
information you've gathered.
Please fill in the 3 sections below with your analysis to finalize the workbook.
Remember to submit the completed workbook at the end of week 4 to the Module's professor for revision and grading.

Talk about the market size of customer appliances and refrigerator factory Who are the main players? And how are they ranked? What is the future outcome of your chosen category?

In approach one, I was estimated the market shear from import product in 2017.
The market shear of refrigerator is around 50% for all appliance. There are 3
refrigerators brand and showed the retailer such as SAMSUNG, TOSHIBA, HITACHI.
For the approach two, i was estimated the market size from sale products as the
same year of approach one. It is covered around 65% of 6CF-7CF refrigerator.
Result of two approachs, it is different over 30% on sale consumption.
Based on brand, The main player of refirgeator is HITACHI for 6CF-7CF. And it
raked in number one. It showed in both trade interview and mark shear
calculation. The 2nd player is SAMSUNG.
the future outcome of refrigerator, the result of study could help the retailer more
focus on main player in the market and it could help the retailer selected
refrigerator brand and refrigerator sizing. It also could increase the demand sale of
electric appliances and understand more about customer behaviored.

© Euromonitor International 2011. All rights reserved.

Analyst Check List
1
2
3
4
5

8
Analyst Check List
Do not capitalize entire words unless the brand or product name is capitalized
Use common and consistent naming standards; use drop down menu to identify names, companies etc. when possible
Do not leave any cell blank. Either put a "-" or NA, or insert comment in cell to explain omission
Use drop down menus to check for unusual data points (e.g. 1.5 facings when facings should only be in whole numbers, etc.)
BEFORE SENDING it to your commissioner Check using filters:
- Example "No" is entered in a cell to state whether the product is importered, there should not be a name of an importer in tha
- If there are multi-packs, then there should be number of packs added
- Check that the facings of products from online retatilers is 1
Pivot Checks:
- Sub brands can only have one brand
- Similarly, brands can have only global manufacturer (or Global Brand Owner -GBO-)
- Check spelling consistency for columns such as flavors, ingredients, etc.
Do not enter the brand name in the Product Name column. Separate the brand and enter it in the brand column.
- Example: Goya Pinto Beans should be written as "Pinto Beans" in the Product Name column and "Goya" in the brand column
A Global Brand Owner is the corporation that owns the brand. For example: Sprite is a brand owned by the GBO The Coca Col

HOW TO IDENTIFY THE NUMBER OF FACINGS IN A STORE….

 USEFUL TIPS

BRAND: Crayola
Product Name / Sub brand: Twistable
anies etc. when possible Description: Colored Pencils
GBO: Crayola LLC
only be in whole numbers, etc.)

ot be a name of an importer in that cell

BRAND: Pilot
Product Name / Sub brand: Frixion
the brand column. Description: Erasable Gel Pen
n and "Goya" in the brand column. GBO: Pilot Corporation
owned by the GBO The Coca Cola Company

TORE….

How many facings can you see for Sierra Mist in this
refrigerator?
The answer is 5 facings

How many facings can yousee for Mtn Dew

SuperNova?
The answer is 4 facings

If conducting ONLINE store checks the number of

facings is 1 (one)
 lot
ame / Sub brand: Frixion
n: Erasable Gel Pen
Corporation
DISCUSION GUIDE OBJECTIVES
The discussion guide provides the base of the questions to be asked during the interviews. It serves as a guideline, not as
approach. In our experience, the best information comes from a conversational style of interview, where the interviewee fee
themselves as industry experts, drawing on all of the secondary and store audit information they have gathered to this poin
something to learn by speaking with our analysts and will be more comfortable and open to sharing information. While we u
comprehensively answer as many of these questions as possible at the end of the interview process, drawing on as many

The key objectives of research are to understand:

• What is the size of YOUR CHOSEN INDUSTRY AND CATEGORY IN YOUR COUNTRY?
• Who are the leading manufacturers/ importers and brands positioned in the market?
• Who are the leading wholesalers / distributors in the market?
The questions in this document are designed to encourage a dialogue between our analysts and actors across the supply

1.1 WHOM TO TALK TO

During the research, Euromonitor will interview key players of YOUR CHOSEN INDUSTRY AND CATEGORY IN YOUR CO
• YOUR CONTACT

1.2 INFORMATION GATHERED TO START A CONVERSATION

As a starting point, we will consolidate all the available information on secondary resources, which most likely will include:
• Internal Data Base (passport)
• Annual reports form public companies
• Specialized Media and Press
• Social Media and Blogs
• Local production
• Exports and Imports

Definitions
In order to conduct interviews, the analyst must know these definitions and will explain them to the interviewee to be on
AS THIS IS JUST AN EXCERSICE YOU ARE TO SET THE DEFINITIONS FROM THE INDUSTRY AND CATEGORY YOU HAVE CHO
Industry

Category
DISCUSION GUIDE OBJECTIVES
The discussion guide provides the base of the questions to be asked during the interviews. It serves as a guideline, not as a definitive
approach. In our experience, the best information comes from a conversational style of interview, where the interviewee feels that the
themselves as industry experts, drawing on all of the secondary and store audit information they have gathered to this point in order t
something to learn by speaking with our analysts and will be more comfortable and open to sharing information. While we understand
comprehensively answer as many of these questions as possible at the end of the interview process, drawing on as many different p

The key objectives of research are to understand:

• What is the size of YOUR CHOSEN INDUSTRY AND CATEGORY IN YOUR COUNTRY?
• Who are the leading manufacturers/ importers and brands positioned in the market?
• Who are the leading wholesalers / distributors in the market?
The questions in this document are designed to encourage a dialogue between our analysts and actors across the supply chain.

1.1 WHOM TO TALK TO

During the research, Euromonitor will interview key players of YOUR CHOSEN INDUSTRY AND CATEGORY IN YOUR COUNTRY.
• YOUR CONTACT

1.2 INFORMATION GATHERED TO START A CONVERSATION

As a starting point, we will consolidate all the available information on secondary resources, which most likely will include:
• Internal Data Base (passport)
• Annual reports form public companies
• Specialized Media and Press
• Social Media and Blogs
• Local production
• Exports and Imports

Definitions
In order to conduct interviews, the analyst must know these definitions and will explain them to the interviewee to be on the same
AS THIS IS JUST AN EXCERSICE YOU ARE TO SET THE DEFINITIONS FROM THE INDUSTRY AND CATEGORY YOU HAVE CHOSEN
Industry
·         XXX
Category
·         XXX
 as a guideline, not as a definitive or fixed questionnaire, as there is benefit to be gained through a flexible and qualitative interview
here the interviewee feels that they have a stake in participating in the interview process. To accomplish this, our analysts position
ve gathered to this point in order to make more poignant comments and questions. In this approach, the interviewee will believe they have
information. While we understand that our analysts will not be able to cover every question in every interview, the goal is to be able to
s, drawing on as many different perspectives as possible that exist within the industry.

tors across the supply chain.

TEGORY IN YOUR COUNTRY. The interviews will be conducted with the following players:

most likely will include:

e interviewee to be on the same page:

GORY YOU HAVE CHOSEN
 e and qualitative interview
his, our analysts position
nterviewee will believe they have
view, the goal is to be able to
 Calcs Count Formula: replicate across columns

The following are examples for you to understand how to create your calcs.
EXAMPLE: Motorcicles that retail for less than 3,000USD in Honduras. There is no statistics of local product, so the analyst filled in that gap with secondary sources. This is just an example, data is not up to date.
The NAC formula is: Local production + Imports - Exports
Approach #1 0
Apparent Consumption Motorcycles that retail for 3,000 USD or less in Honduras 0
Concept Number Unit Source
Imports of motorcycles in 2017 20,566 units COMTRADE (Checked with SIECA data)
Exports of motrocycles in 2017 146 units COMTRADE (Checked with SIECA data)
% Local production (assembly) 10% % Press article La Nacion. "The assambling industry in Honduras has grown and it represents 10% of the total number of motorcycles that ciculates in the country"
Local production (assembly) 2,285 units Euromonitor Calculation
TOTAL OF MOTORCYCLES 22,705 units Estimate
% motorcycle market >US$3,000 10% % Trade Interviews "the motorcycles that retail for less than 3,000 USD make less than 10% of the market"
TOTAL OF MOTORCYCLES >US$3,000 2,271 units Estimate

Approach #2
According motorcycles sales in Honduras
Concept Number Unit Source
Sales 2017 18,000 units El Heraldo (Newspaper)
Split by size of motorcycle. (cc is the motor capacity, the larger the cc the more expensive the motorcycle)
< 50 cc 0.06% % COMTRADE. We were able to find data regarding the size of the motorcycles thus we can estimate the prices
50 cc - 250 cc 98.00% % COMTRADE
251 cc - 500 cc 0.80% % COMTRADE
501 cc - 800 cc 0.21% % COMTRADE
>800 cc 0.26% % COMTRADE
Sales by cc
< 50 cc 11 units Euromonitor Calculation
50 cc - 250 cc 17,639 units Euromonitor Calculation
251 cc - 500 cc 144 units Euromonitor Calculation
501 cc - 800 cc 38 units Euromonitor Calculation
>800 cc 46 units Euromonitor Calculation
% of Sales by cc >US$3,000, client classification
< 50 cc 0% % Storechecks and interviews.
50 cc - 250 cc 15% % Storechecks and interviews. 2% of the motorcycles that have an engine between 251cc and 500cc retail for 3,000USD or less.
251 cc - 500 cc 30% % Storechecks and interviews. 20% of the motorcycles that have an engine between 50cc and 250cc retail for 3,000USD or less.
501 cc - 800 cc 0% % Euromonitor Calculation
>800 cc 0% % Euromonitor Calculation

< 50 cc 0
50 cc - 250 cc 2,646
251 cc - 500 cc 43
501 cc - 800 cc 0
>800 cc 0
TOTAL OF MOTORCYCLES >US$3,000 2,689 units Estimate

© Euromonitor International 2011. All rights reserved.

 Analysis tips Count Formula: replicate across columns

Your executive summary is the main story

You need to build actionable analysis so that your project manager can build recommendations and a
storyline in the final report

Always ask yourself "So, what"? What are the implications of the results?

Organize information into key ideas / themes

Ask yourself: How do these ideas / themes relate to the client’s most important question?

Try to include recommendations for each part of your analysis

© Euromonitor International 2011. All rights reserved.