Forecasting Market Shares from Models for Sales
Dividing forecasts of brand sales by a forecast of category sales, when they are generated from brand specific sales-response models, renders biased forecasts of the brands' market shares. In this paper we therefore propose an easy-to-apply simulation-based method which results in unbiased forecasts of the market shares. An illustration for five tuna fish brands emphasizes the practical relevance of the advocated method.
|Keywords||forecasting, market shares, sales models|
|Publisher||Erasmus Research Institute of Management (ERIM)|
Fok, D., & Franses, Ph.H.B.F.. (2000). Forecasting Market Shares from Models for Sales (No. ERS-2000-03-MKT). Erasmus Research Institute of Management (ERIM). Retrieved from http://hdl.handle.net/1765/12