Market Size Estimates

The estimation of the size of the decanter market is beset by the usual problems faced by any attempt to enumerate a market definition of scope and avoidance of double counting being two of the most difficult. Currency variations can have a marked effect on size estimation, especially where historical data are being extrapolated. 

Market size estimations may be approached from two directions top-down and bottom-up. 

The downwards approach starts with national or international data, for trade and production, and uses these to derive components of the market. This method is made difficult by the lack of common identity among categories of data, and by the omission, certainly from national production data, of most small companies. The existence of a single supplier in a national market may also be a sufficient reason to omit the figures from published statistics. 

The upwards approach starts with individual components of the particular market, and aggregates them to arrive at an overall figure. These components may be the sales into particular end-uses, or the sales by individual manufacturers. It is in this method that the problems of scope and double counting are most likely to occur. Many companies, for instance, do not differentiate between machine-only sales, and all of the ancillary work that is done to make up a final sales contract, or of the size of after-sales work. 

The result of the inadequacies of each of these two approaches is that both have to be used together, to derive an estimate that appears to satisfy both. There may then be. as is the case with the decanter, other published market size estimates, which can be used to corroborate the results of the direct analyses. These published data rarely agree very closely, once (and if) a common basis can be established, but they do give outer limits to a calculated figure, and present some confidence as to the results of the work. 

---

Further to the market size estimation, it should always be taken into account that the installation of a hydrogen-based autonomous power system will have a significant impact on the end user, therefore social aspects such as public awareness on hydrogen technologies, safety issues, user training etc. are of great importance. 

The second, more recent study (17) analyzed the costs and benefits of selected NASA Technology Utilization Office activities and, therefore, is also an operational assessment. Unlike the first study, however, both information dissemination and applications projects were studied and, in the case of the applications projects, the technologies had not yet reached the market. Two information projects and nine applications projects were analyzed. Again, the basic conceptual approach to benefits calculations was consumers surplus. Of particular interest here is the technique used to arrive at estimates of cost savings, and thus benefits, when no sales or market penetration data exist. (The general procedure is discussed on pp. 103-123.) First, market size estimates were made, then estimates of the costs, performance, and market penetration of each project technology and competing... 

Responsible for this inerease in market size estimation are two market developments first, the market size of printed photovoltaies is expected to grow faster than previously antieipated. And second, a number of new printed electronics submarkets were introduced in the latest market forecasts, which were not taken into account in earlier forecasts. The emerging of these new submarkets is a logical development of a technology that is as versatile as printed electronics, continually finding its way into more market areas. 

Market Size Estimates 9.3.4 Suppliers market shares... 

The data given under the heading decanter sales" are either supplied by the manufacturer in question, or estimated by the authors. See Chapter 9 for discussion on market size estimation. 

Since its development in cosmetics in the 1940s, thioglycolic acid has become a widespread thiochemical, used all over the world as the acid or in the form of its salts or esters. Because of the several derivatives of thioglycolic acid used, the market size for this chemical is often expressed in terms of thioglycolic acid equivalents. In 1994 the total world market was estimated at around 15,000 to 20,000 metric tons of thioglycolic acid equivalents. Some mercaptocarboxyhc acid and esters available are compiled in Table 2. 

Table I. The Major Commercially Available Enzymes and Estimated Market Size...

Food and feed additives, also known as dietary supplements, are minor ingredients added to improve the product quality. Most commonly, the effects desired relate to color, flavor, nutritive value, taste, or stability in storage. The market sizes are estimated to be 20 billion each for food and for feed additives, respectively. The major customers for the food additives are the big food companies Ajinomoto, Danone, Kraft, and Nestle, mentioned at the beginning of the chapter. With the exception of Ajinomoto, these companies are rarely backward-integrated. As they prefer to use natural ingredients rather than synthetic ones, they are not very important customers of the fine-chemical industry. Premixers, that is, enterprises that prepare ready-to-use mixtures of nutrients for the farmers who raise cattle, pigs, and chicken, are the main users of feed additives. 

The world market size for ectoparasiticides has been estimated to be US 400 million in 1981 with a projected real growth rate of 10-15% annually for the period 1981-1985. 

Absent of outside factors, a pharmaceutical company typically addresses diseases affecting large numbers of patients. The size of the market is estimated based on studies of demographic and medical information. Once a disease with a favorable market has been selected, the decision is passed along to the molecular biology team. 

Failures cannot be avoided. The trick - as in the world of venture capital - is to manage the uncertainty and to build a portfolio of good prospects. And, as with venture capital, the starting point is a solid business case for the opportunities. It is important to ensure that the addressable market size and uptake are correctly estimated (by defining them narrowly enough) and that a sufficient budget is allowed for investments, in particular for market development and application development. 

However, based on certain assumptions of some technological breakthroughs, the market sizes of inorganic membranes have been estimated [Business Communications Co., 1994) and an example is shown in Table 12.4. It can be seen that ceramic membranes dominate the market of inorganic membranes currently and in the next... 

Currently the printed electronics field is in an exciting time in which first products, like Hurra Fussball, have been introduced on the market and many more, like the Readius , are following. Estimations of the printed electronics market continue to predict a multi billion dollar market size within less than... 

An estimate of the timing to market is important to know in order to assess the positioning of the new product in relation to competitor products in development and those already marketed. The use of CROs should be able to speed up development by allowing activities to be conducted in parallel. It is also important to predict what the market size is likely to be at the time of launch, based on market trends. Being first to market with a new treatment can be very advantageous in determining a high commercial price. However, if other competitor products are already established, the market price may be restricted unless... 

Table 1 presents some illustrative data from ITC on estimates of overall organic market size and for organic fruit and vegetables. 

Estimates of market size were obtained from private industry sources. Published information on amino resin usage bundles other end uses and does not permit any reasonable estimates of market size. 

---