{"text_format":"3","workbook":"xls","n_sheets":9,"sheets":["home","contesto","scelta","bottom_up","benchmark","top_down","riepilogo","database","help"],"not_rendered":{"charts":54,"images":8,"macros":1,"external_links":3,"defined_names":54},"read":"whole","date_system":"1900","formulas":"cached_only"}

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[]
[null,"Questo strumento software consente di elaborare, in modo relativamente sistematico e in funzione delle caratteristiche del contesto di business in cui opera l'azienda, alcune proiezioni dei potenziali di mercato nel paese di interesse, che si presume sia stato precedentemente identificato, eventualmente grazie all'utilizzo del \"country attractiveness assessment tool\"."]
[]
[]
[]
[]
[null,"Data l'estrema complessità e diversità delle possibili situazioni di mercato (tipo di prodotti, tipo di utilizzatori o di acquirenti, tipo di intermediari, ecc.), lo strumento non ha la pretesa di fornire risposte precise (v. anche quanto detto nel tutorial di supporto), ma ha soprattutto l'obiettivo di far riflettere sui principali fattori che possono condizionare la dimensione della domanda nei vari paesi, nonché quello di abituare alla formulazione di stime, anche in assenza di dati attendibili ed esaustivi sui contesti di riferimento."]
[]
[]
[]
[]
[]
[null,"E' articolato nel modo seguente:"]
{"$rows_empty":9}
[null,"Si dovrà quindi, prima di tutto, definire il contesto di riferimento."]
[]
[null,"Successivamente verranno scelti uno o più modelli (fra i 3 proposti), anche in funzione di alcune linee guida fornite sia nel tutorial che nella sezione [scelta del modello] e all'interno delle sezioni dedicate ai singoli modelli. In tali sezioni è altresì disponibile una serie di help in linea, contrassegnati da \"?\"."]
[]
[]
[]
[null,"Ogni modello prevede l'inserimento di input soltanto nelle celle contrassegnate da questo colore ----->",{"$nulls":13},"i"]
[]
[]
[]
[{"$nulls":6},"Sviluppato da Nestplan Europe Srl - Empowering Marketing Skills"]
[{"$nulls":9},"www.nestplan.it"]

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[]
[]
[null,"contesto"]
[]
[]
[null,"1.","Indica qui sotto il prodotto di interesse, il principale target di consumatori, l'unità di misura delle quantità cui farai riferimento in seguito, nonché l'anno di riferimento"]
[]
[]
[null,null,"Prodotto",{"$nulls":3},"Unità di misura"]
[null,null,"Target",{"$nulls":3},"Anno"]
[]
[null,"2.","Scegli il mercato estero di cui vuoi stimare il potenziale"]
[]
[null,null,"Tre indicatori essenziali, confronto con l'Italia",null,null,"popolazione",null,"PIL/ppp pro-capite",null,"PIL",{"$nulls":17},"prima di inserire stime, scegli il paese !"]
[{"$nulls":5},"(milioni di ab.)",null,"($)",null,"(miliardi di $)"]
[null,null,"",null,"","","","","","","",{"$nulls":16},"… in questo caso, il PIL e la popolazione dell'area di interesse rispetto a quelli dell'Italia saranno pari a circa"]
[{"$nulls":4},"Italia",58.1,{"v":1,"d":"100%"},{"v":28172,"d":"28,172"},{"v":1,"d":"100%"},{"v":1636.7931999999998,"d":"1,637"},{"v":1,"d":"100%"}]
[{"$nulls":27},"le percentuali, se inserite, devono essere entrambe inferiori a 100%"]
[null,"3.","Fatte salve tue indicazioni in contrario, si presumerà che le proiezioni del potenziale si riferiscano alla totalità del Paese estero",{"$nulls":28},1,2,3]
[{"$nulls":31},"population (millions, 2004)","GDP/PPP per capita (USD, 2004)","GDP (USD billions, 2004)"]
[null,null,"Se invece ritieni più sensato fare riferimento a una porzione del mercato (ad esempio, alcune città o regioni importanti), anche in funzione degli obiettivi di penetrazione della tua azienda, indica qui a lato le percentuali della popolazione e del PIL del Paese che orientativamente ritieni corrispondano a tale porzione",{"$nulls":23},1,0,"n.a.",null,null,"n.a.","n.a.","n.a."]
[{"$nulls":9},"popolaz.",{"$nulls":17},"Italy",81,null,null,58.1,{"v":28172,"d":"28,172"},{"v":1680.7,"d":"1,681"}]
[{"$nulls":9},"PIL",{"$nulls":17},"popolaz.",{"v":0,"d":"0%"}]
[{"$nulls":27},"PIL",{"v":0,"d":"0%"}]
[{"$nulls":3},"",{"$nulls":3},""]
[null,null,"",{"$nulls":6},"popolaz.","",{"$nulls":16},"stima anche la corrispondente % di PIL"]
[{"$nulls":9},"PIL","",{"$nulls":16},"stima anche la corrispondente % di popolazione"]
[]
[]
[]
[{"$nulls":30},1]
[{"$nulls":30},2,"Algeria"]
[{"$nulls":30},3,"Argentina"]
[{"$nulls":30},4,"Australia"]
[{"$nulls":30},5,"Austria"]
[{"$nulls":30},6,"Bahrain"]
[{"$nulls":30},7,"Belarus"]
[{"$nulls":30},8,"Belgium"]
[{"$nulls":30},9,"Brazil"]
[{"$nulls":30},10,"Bulgaria"]
[{"$nulls":30},11,"Canada"]
[{"$nulls":30},12,"Chile"]
[{"$nulls":30},13,"China"]
[{"$nulls":30},14,"Colombia"]
[{"$nulls":30},15,"Croatia"]
[{"$nulls":30},16,"Cyprus"]
[{"$nulls":30},17,"Czech Republic"]
[{"$nulls":30},18,"Denmark"]
[{"$nulls":30},19,"Ecuador"]
[{"$nulls":30},20,"Egypt"]
[{"$nulls":30},21,"Estonia"]
[{"$nulls":30},22,"Finland"]
[{"$nulls":30},23,"France"]
[{"$nulls":30},24,"Germany"]
[{"$nulls":30},25,"Greece"]
[{"$nulls":30},26,"Guatemala"]
[{"$nulls":30},27,"Hong Kong"]
[{"$nulls":30},28,"Hungary"]
[{"$nulls":30},29,"India"]
[{"$nulls":30},30,"Indonesia"]
[{"$nulls":30},31,"Iran"]
[{"$nulls":30},32,"Ireland"]
[{"$nulls":30},33,"Israel"]
[{"$nulls":30},34,"Japan"]
[{"$nulls":30},35,"Jordan"]
[{"$nulls":30},36,"Kazakstan"]
[{"$nulls":30},37,"Korea, South"]
[{"$nulls":30},38,"Kuwait"]
[{"$nulls":30},39,"Latvia"]
[{"$nulls":30},40,"Lebanon"]
[{"$nulls":30},41,"Libya"]
[{"$nulls":30},42,"Lithuania"]
[{"$nulls":30},43,"Luxembourg"]
[{"$nulls":30},44,"Malaysia"]
[{"$nulls":30},45,"Mexico"]
[{"$nulls":30},46,"Morocco"]
[{"$nulls":30},47,"Netherlands"]
[{"$nulls":30},48,"New Zealand"]
[{"$nulls":30},49,"Nigeria"]
[{"$nulls":30},50,"Norway"]
[{"$nulls":30},51,"Oman"]
[{"$nulls":30},52,"Pakistan"]
[{"$nulls":30},53,"Peru"]
[{"$nulls":30},54,"Philippines"]
[{"$nulls":30},55,"Poland"]
[{"$nulls":30},56,"Portugal"]
[{"$nulls":30},57,"Qatar"]
[{"$nulls":30},58,"Romania"]
[{"$nulls":30},59,"Russia"]
[{"$nulls":30},60,"Saudi Arabia"]
[{"$nulls":30},61,"Serbia & Montenegro"]
[{"$nulls":30},62,"Singapore"]
[{"$nulls":30},63,"Slovakia"]
[{"$nulls":30},64,"Slovenia"]
[{"$nulls":30},65,"South Africa"]
[{"$nulls":30},66,"Spain"]
[{"$nulls":30},67,"Sri Lanka"]
[{"$nulls":30},68,"Sudan"]
[{"$nulls":30},69,"Sweden"]
[{"$nulls":30},70,"Switzerland"]
[{"$nulls":30},71,"Syria"]
[{"$nulls":30},72,"Taiwan"]
[{"$nulls":30},73,"Thailand"]
[{"$nulls":30},74,"Tunisia"]
[{"$nulls":30},75,"Turkey"]
[{"$nulls":30},76,"Ukraine"]
[{"$nulls":30},77,"UAE"]
[{"$nulls":30},78,"UK"]
[{"$nulls":30},79,"USA"]
[{"$nulls":30},80,"Uruguay"]
[{"$nulls":30},81,"Venezuela"]
[{"$nulls":31},"Italy"]

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[null,"scelta del modello"]
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[null,"i"]

{"sheet":"bottom_up","index":3,"n_rows":69,"n_cols":37,"rows_kept":69,"merged":[[2,1,3,11],[5,4,5,5],[5,7,6,7],[5,8,5,10],[6,8,6,9],[8,2,9,11],[10,2,12,11],[17,2,20,11],[22,1,23,5],[25,2,26,2],[29,2,30,2],[31,2,32,2],[31,3,32,3],[37,1,38,4],[40,2,41,4],[41,5,42,11],[47,1,47,11],[48,1,49,4],[50,5,52,11],[51,2,52,4],[60,1,60,11],[63,6,64,10],[66,1,67,4],[66,5,67,5],[66,6,67,6],[66,7,67,7],[66,8,67,8],[66,9,67,9],[66,10,67,10],[66,11,67,11]],"flags":["formulas_cached_only"]}
[]
[{"$nulls":36},1]
[null,"bottom-up",{"$nulls":34},"population (millions, 2004)"]
[]
[{"$nulls":32},"Italy",81,null,null,58.1]
[null,"Mercato di riferimento",null,null,"",null,null,"popolaz.","totale (milioni di abitanti)",null,null,"",{"$nulls":20},0]
[{"$nulls":4},"Anno","",null,null,"area di interesse",null,"","",{"$nulls":20},"(prende da AB21"]
[{"$nulls":32},"nel foglio contesto)"]
[null,"i","Questo modello, utilizzabile soprattutto nel caso in cui l'azienda preveda di servire direttamente i punti vendita e/o l'ingrosso e/o gli operatori HO.RE.CA., è composto di tre parti: A, B e C."]
[]
[null,null,"Nella parte A ti vengono proposti alcuni punti di riferimento (valori arrotondati) che dovrebbero facilitare almeno in parte la formulazione di stime, nel caso tu non disponga di dati sufficientemente attendibili sulla numerosità degli operatori nel Paese (ed, eventualmente, nell'area) di interesse.",{"$nulls":29},"se vuoi avere una stima del mercato effettivo con riferimento ai target da te indicati, devi prima inserire una o più stime mancanti nelle parti A e/o B"]
[]
[]
[null,null,"Se invece già disponi di dati ragionevolmente attendibili, puoi passare direttamente alla parti B e C.",{"$nulls":29},"prima di inserire stime, torna in \"contesto\" e scegli il paese !"]
[]
[null,"Parte A: parametri e stime di riferimento",{"$nulls":30},"il target di clienti da visitare non può essere superiore al numero di operatori!"]
[]
[null,"ii","Sulla base di alcuni dati disponibili per l'Italia (2005), la tua stima del numero di punti vendita nel Paese target (ed, eventualmente, nell'area di interesse) fornisce l'ordine di grandezza del numero di abitanti per punto vendita; viceversa, la stima del numero di abitanti per punto vendita fornisce l'ordine di grandezza della numerosità delle diverse tipologie di punti vendita.",{"$nulls":29},"mancano delle stime per completare le proiezioni!"]
[]
[]
[]
[]
[null,"",{"$nulls":4},"Iper","Super","Super-","Dettaglio",null,"Totali"]
[{"$nulls":6},"mercati","mercati","ettes","tradiz.",null,"o medie"]
[]
[null,null,"Italia","n. di punti vendita",null,null,600,{"v":7500,"d":"7,500"},{"v":13700,"d":"13,700"},{"v":70000,"d":"70,000"},null,{"v":91800,"d":"91,800"}]
[{"$nulls":3},"n. di abitanti/punto vendita",null,null,{"v":96800,"d":"96,800"},{"v":7700,"d":"7,700"},{"v":4200,"d":"4,200"},800,null,600]
[null,"1.",null,"stima n. di punti vendita",{"$nulls":7},"n.a."]
[{"$nulls":3},"n. orientativo di ab./p.v.",null,null,"n.a.","n.a.","n.a.","n.a.",null,"n.a."]
[null,"2.","","stima n. ab./punto vend.",{"$nulls":7},"n.a."]
[{"$nulls":3},"n. orientativo di p. vendita",null,null,"n.a.","n.a.","n.a.","n.a.",null,"n.a."]
[null,null,"","valori stimati vs valori calcolati","p. vendita",null,"n.a.","n.a.","n.a.","n.a.",null,"n.a."]
[{"$nulls":4},"ab./p.v.",null,"n.a.","n.a.","n.a.","n.a.",null,"n.a."]
[null,"3.",null,"stima n. p.v./operatore",{"$nulls":7},"n.a."]
[{"$nulls":3},"n. orientativo di operatori",null,null,"n.a.","n.a.","n.a.","n.a.",null,"n.a."]
[]
[]
[null,"Parte B: stima del mercato effettivo attraverso i canali considerati",{"$nulls":3},"Ingrosso","Iper","Super","Super-","Dettaglio","HORECA","Totali"]
[{"$nulls":6},"mercati","mercati","ettes","tradiz.",null,"o medie"]
[]
[null,"4.","Inserisci nelle celle i dati o le stime sul numero di operatori per categoria",{"$nulls":8},"n.a."]
[{"$nulls":5},"(ex novo, o a integraz./rettifica della parte A - se lasci in bianco, verranno successivamente utilizzati i dati finali della parte A, se disponibili)"]
[]
[null,null,"Riepilogo n. di operatori",null,null,"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a."]
[null,"5.","Acquisti individ. medi (quantità, '000)",{"$nulls":8},"n.a."]
[null,"Quant. potenz.('000)= mercato effettivo",{"$nulls":3},"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a."]
[null,"Mix di acquisti per tipo di operatore",{"$nulls":3},"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a.",{"$nulls":14},"","","","","",""]
[null,"",{"$nulls":24},"","","","","",""]
[null,"Parte C: stima del mercato pertinente",{"$nulls":3},"Ingrosso","Iper","Super","Super-","Dettaglio","HORECA","Totali"]
[{"$nulls":5},"","mercati","mercati","ettes","tradiz.","","o medie",{"$nulls":14},0,0,0,0,0,0,0]
[{"$nulls":5},"",{"$nulls":20},0,0,0,0,0,0,0]
[null,null,"Inserisci i tuoi obiettivi di \"reach\" e le ipotesi di struttura commerciale"]
[]
[null,"6.","Target n. clienti da visitare/anno",{"$nulls":8},"n.a."]
[null,null,"Percentuale di \"reach\"",null,null,"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a.",{"$nulls":14},0,0,0,0,0,0,0]
[null,"7.","Target n. visite/cliente/anno",{"$nulls":8},"n.a."]
[null,null,"N. totale di visite/anno",null,null,"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a.",{"$nulls":14},0,0,0,0,0,0,0]
[null,null,""]
[null,"8.","N. medio di visite/venditore/giorno",{"$nulls":8},"n.a."]
[null,null,"n. gg. necessari per visitare i clienti target",null,null,"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a.",{"$nulls":14},0,0,0,0,0,0,0]
[null,"",{"$nulls":24},0]
[null,"9.","N. medio di giornate di lavoro sul campo (per venditore/anno)"]
[null,"10.","N. previsto di venditori da assegnare al Paese",{"$nulls":3},""]
[null,null,"   n. di giornate di capacità produttiva in eccesso",{"$nulls":3},"",{"$nulls":4},"n.a."]
[null,null,"  … oppure, \"gap\" di n. di visite non fattibili",{"$nulls":8},"n.a."]
[]
[null,"Dimensione del mercato pertinente, ipotizzando la fattibilità del n. visite",{"$nulls":3},"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a."]
[]
[null,"Mix di acquisti per tipo di operatore",{"$nulls":3},"n.a.","n.a.","n.a.","n.a.","n.a.","n.a.","n.a."]

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[]
[{"$nulls":41},"attenzione, indicatori uguali, correggi!"]
[null,"benchmark",{"$nulls":39},"inserisci i dati per i due Paesi"]
[{"$nulls":41},"prima di inserire stime, torna in \"contesto\" e scegli il paese !"]
[]
[null,"Mercato di riferimento",{"$nulls":5},"",{"$nulls":6},"PIL","totale (miliardi di $)",{"$nulls":4},""]
[{"$nulls":7},"Anno",null,null,"",{"$nulls":4},"area di interesse",{"$nulls":3},"","",{"$nulls":19},0,1,0]
[null,"",{"$nulls":38},"(prende da AB21",1,0]
[null,"i","Questo modello stima la dimensione del mercato target attraverso un confronto, sulla base di alcuni parametri, fra il profilo del paese e quello dell'Italia, preso come \"benchmark\"; è più generico di \"bottom-up\", ed è quindi applicabile a qualsiasi settore (beni durevoli compresi), purché vengano scelti in modo sensato i parametri integrativi del PIL, ma fornisce inevitabilmente risultati più approssimativi e meno analitici. In questa versione, l'importanza attribuita al PIL rispetto a quella complessiva dei parametri caratterizzanti i diversi Paesi è - per default - dell'80%, ma può essere immediatamente modificata (v. qui sotto, punto 1).",{"$nulls":37},"nel foglio contesto)",1,0]
[{"$nulls":74},"moltipl./"]
[{"$nulls":68},"Italia",null,null,0,null,null,"demoltip."]
[{"$nulls":55},"Valore effettivo di",{"$nulls":3},"GDP (USD billions, 2004)",null,null,3,"in Italia e nel Paese target",{"$nulls":4},{"v":1680.7,"d":"1681"},null,null,"",null,null,{"v":0,"d":"0.00"}]
[{"$nulls":55},"Peso relativo stimato della popolazione nel settore dei non-durable consumer goods",{"$nulls":18},{"v":0.8,"d":"80%"},{"v":0,"d":"0%"}]
[null,"1.","Se vuoi modificare l'importanza relativa del PIL rispetto agli altri parametri, digita la nuova percentuale di incidenza qui a fianco, altrimenti lascia in bianco",{"$nulls":52},"Conseguente peso relativo degli altri parametri nel settore dei non-durable consumer goods",{"$nulls":18},{"v":0.19999999999999996,"d":"20%"},{"v":1,"d":"100%"}]
[null,null,"Altrimenti, lascia in bianco",{"$nulls":34},false]
[{"$nulls":12},"correl. inversa?",{"$nulls":24},false,{"$nulls":17},"Valori effettivi degli indicatori prescelti in Italia e nel Paese target"]
[null,"2.","Identifica gli altri indicatori macroeconomici o socio-demografici (oltre al PIL) che ritieni più significativi per il settore o segmento di tuo interesse, scegliendone fino a un massimo di 3 fra quelli selezionabili a destra",{"$nulls":11},"1°",{"$nulls":8},0,{"$nulls":13},false,{"$nulls":17},"",{"$nulls":12},"n.a.",null,null,"n.a.",null,null,{"v":0,"d":"0.00"}]
[{"$nulls":14},"2°",{"$nulls":8},0,{"$nulls":13},false,{"$nulls":17},"",{"$nulls":12},"n.a.",null,null,"n.a.",null,null,{"v":0,"d":"0.00"}]
[{"$nulls":14},"3°",{"$nulls":8},0,{"$nulls":31},"",{"$nulls":12},"n.a.",null,null,"n.a.",null,null,{"v":0,"d":"0.00"}]
[{"$nulls":14},"",{"$nulls":40},"",{"$nulls":12},0,null,null,0,null,null,{"v":0,"d":"0.00"}]
[null,"3.","...se si tratta di indicatori inversamente correlati al potenziale, spunta la casella o le caselle relative a sinistra della lista del punto 2 e/o a sinistra dell'eventuale nuovo indicatore al successivo punto 4",{"$nulls":52},"Media ponderata dei moltiplicatori/demoltiplicatori sui parametri prescelti ----------------------->",{"$nulls":18},{"v":0,"d":"0.00"}]
[{"$nulls":41},1,null,1]
[null,"4.","Vuoi inserire un altro indicatore non compreso nella lista di cui sopra? Se sì, digitane il nome qui a fianco, precisane l'unità di misura (opzionale: ad esempio, indice da.. a..) e inserisci i dati relativi per i due Paesi, altrimenti lascia in bianco",{"$nulls":9},"correl. inversa?",{"$nulls":28},2,"Algeria",2,"total area (000 km2)",{"$nulls":10},"Media ponderata complessiva delle due classi di moltiplicatori/demoltiplicatori ------------------>",{"$nulls":18},{"v":0,"d":"0.00"}]
[{"$nulls":15},"unità di misura:",{"$nulls":21},"paese","colonna",null,null,3,"Argentina",3,"average popul. growth (%, 2005, est)"]
[{"$nulls":16},"Italia",{"$nulls":3},"",{"$nulls":16},"n.a.","n.a.",null,null,4,"Australia",4,"urban population (%, 2003)"]
[{"$nulls":38},"n.a.",null,null,5,"Austria",5,"median age (2004)"]
[{"$nulls":16},"",{"$nulls":21},"n.a.",null,null,6,"Bahrain",6,"infant mortality rate/1.000 live births, 2004"]
[null,"5.","Ora stima l'importanza relativa degli indicatori prescelti (a parte il PIL) dal punto di vista del loro potenziale impatto sulla dimensione del mercato di interesse (assicurati di aver spuntato le caselle appropriate in caso di correlazione inversa - v. sopra, punti 2-4)",{"$nulls":38},7,"Belarus",7,"household-dwelling units (000, 2003)"]
[{"$nulls":41},8,"Belgium",8,"dwelling units average size (m2, 2003)"]
[{"$nulls":37},"Italia",{"$nulls":3},9,"Brazil",9,"dependency ratio"]
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[null,"",{"$nulls":39},16,"Cyprus",16,"annual inflation rate (%, 2003)"]
[null,"6.","Infine inserisci nella cella a lato la stima della dimensione del mercato italiano (a quantità), con riferimento al segmento di tuo interesse",{"$nulls":38},17,"Czech Republic",17,"passenger cars per 1 000 persons"]
[{"$nulls":20},"",{"$nulls":20},18,"Denmark",18,"fixed telephone connections (000, 2003)"]
[null,"Stima approx del mercato (quantità), nel segm. e area di interesse, in",{"$nulls":14},"",{"$nulls":3},"",{"$nulls":20},19,"Ecuador",19,"mobile telephone connections (000, 2003)"]
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[{"$nulls":41},21,"Estonia",21,"n. of internet users (000, 2002)"]
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[{"$nulls":41},23,"France",23,"persons per hospital bed (n.)"]
[{"$nulls":41},24,"Germany"]
[{"$nulls":41},25,"Greece"]
[{"$nulls":41},26,"Guatemala"]
[{"$nulls":41},27,"Hong Kong"]
[{"$nulls":41},28,"Hungary"]
[{"$nulls":41},29,"India"]
[{"$nulls":41},30,"Indonesia"]
[{"$nulls":41},31,"Iran"]
[{"$nulls":41},32,"Ireland"]
[{"$nulls":41},33,"Israel"]
[{"$nulls":41},34,"Japan"]
[{"$nulls":41},35,"Jordan"]
[{"$nulls":41},36,"Kazakstan"]
[{"$nulls":41},37,"Korea, South"]
[{"$nulls":41},38,"Kuwait"]
[{"$nulls":41},39,"Latvia"]
[{"$nulls":41},40,"Lebanon"]
[{"$nulls":41},41,"Libya"]
[{"$nulls":41},42,"Lithuania"]
[{"$nulls":41},43,"Luxembourg"]
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[null,"i","Questo modello è, al pari di \"benchmark\", generico e poco analitico, e può quindi essere applicato a qualsiasi settore. È tuttavia estremamente semplificato ed esclusivamente basato su stime, presentando un grado di approssimazione direttamente proporzionale all'accuratezza delle stesse."]
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[null,"1.","Con riferimento al segmento e al mercato (ed, eventualmente, all'area) di interesse, stima la numerosità dei consumatori o utilizzatori che rientrano \"teoricamente\" nel target ",{"$nulls":29},"attenzione! ogni stima percentuale non può superare il 100%!"]
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[{"$nulls":32},"devi stimare utilizzatori, percentuali e consumi uno dopo l'altro, partendo dall'alto"]
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[null,"2.","Stima ora, a cascata (ossia, con riferimento ogni volta alla stima immediatamente precedente, iniziando dalla prima riga), le percentuali di consumatori o utilizzatori che possiedono le caratteristiche di \"disponibilità\" ad acquistare e utilizzare il prodotto (della tua azienda o di qualsiasi altro fornitore)",{"$nulls":4},"sanno dell'esistenza del prodotto (o prodotti simili)",{"$nulls":3},"",{"$nulls":20},0,null,0]
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[null,"3.",{"$nulls":5},"ne sentono il bisogno",{"$nulls":3},"",{"$nulls":20},0,null,false]
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[null,"4.",{"$nulls":5},"sono tecnic./legalmente in grado di utilizzarlo",{"$nulls":3},"",{"$nulls":20},0,null,false]
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[null,"7.","Ora stima, con riferimento al mercato disponibile, la percentuale di consumatori o utilizzatori che ritieni acquisteranno effettivamente il prodotto nell'anno di riferimento e il consumo medio pro-capite annuo",{"$nulls":4},"mercato effettivo","utilizzatori",null,null,"n.a.",{"$nulls":20},0,null,false]
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[null,null,"Puoi infine stimare, con riferimento al mercato effettivo, la percentuale di consumatori o utilizzatori con cui ritieni che la tua azienda possa entrare direttamente o indirettamente (attraverso distributori) in contatto, nonché il loro consumo pro-capite"]
[null,"9.",{"$nulls":5},"mercato pertinente","utilizz.raggiungib.",null,null,"n.a.",{"$nulls":20},0,null,false]
[null,"10.",{"$nulls":6},"consumo pro-capite (unità)",{"$nulls":23},0,null,false]
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[null,"Questo quadro riepilogativo può essere utile soprattutto se hai utilizzato più di un metodo di stima del potenziale: dovrebbe consentirti di verificare, quanto meno, se gli ordini di grandezza delle diverse stime non sono troppo incongruenti.",{"$nulls":19},0]
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[null,"dev. std",{"v":187.51570552244374,"d":"188"},{"v":12098.777142701741,"d":"12099"},{"v":1439.691159475149,"d":"1440"},{"v":2832.9388176591274,"d":"2833"},{"v":0.942932129052775,"d":"1"},{"v":17.656404601093126,"d":"18"},{"v":7.1721197659757765,"d":"7"},{"v":17.49715335731429,"d":"17"},{"v":47998.479947485044,"d":"47998"},{"v":1.2405579389935815,"d":"1.2"},{"v":0.1079648161597041,"d":"0"},{"v":36.37070649394017,"d":"36"},{"v":34.72066391358882,"d":"35"},{"v":6.342182072244543,"d":"6"},{"v":2.54684976981368,"d":"3"},{"v":10.17600110247141,"d":"10"},{"v":12.281117620151758,"d":"12"},{"v":4.15836337246999,"d":"4"},{"v":176.37007663408536,"d":"176"},{"v":33076.46091715355,"d":"33076"},{"v":29611.783989837742,"d":"29612"},{"v":19.684676146291437,"d":"20"},{"v":20024.128761009804,"d":"20024"},{"v":1364.3107471700682,"d":"1364"},{"v":409.25999357834866,"d":"409"}]
[null,"coefficiente variazione",{"v":2.863407333830919,"d":"286%"},{"v":0.7341432397618389,"d":"73%"},{"v":2.9977810297205756,"d":"300%"},{"v":2.184562531555752,"d":"218%"},{"v":1.0813441846935488,"d":"108%"},{"v":0.2538252921144046,"d":"25%"},{"v":0.2241865407792877,"d":"22%"},{"v":0.9849990279188108,"d":"98%"},{"v":2.7639979846640808,"d":"276%"},{"v":0.34071901647722647,"d":"34%"},{"v":0.207137000985684,"d":"21%"},{"v":1.2566542240526495,"d":"126%"},{"v":1.5072176395673984,"d":"151%"},{"v":0.6484020009962475,"d":"65%"},{"v":0.4962201207625289,"d":"50%"},{"v":0.30605665182815617,"d":"31%"},{"v":0.20857876392920793,"d":"21%"},{"v":0.9336768728532112,"d":"93%"},{"v":0.7734880549982962,"d":"77%"},{"v":2.519908995279982,"d":"252%"},{"v":2.1915784910631295,"d":"219%"},{"v":0.9842891735805857,"d":"98%"},{"v":2.701855795042645,"d":"270%"},{"v":1.5221373652270478,"d":"152%"},{"v":0.9757935053875328,"d":"98%"}]
[]
[null,"Notes"]
[null,"(1) people aged under 15 and over 64 per people aged 15-64"]

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