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WHAT IS LATENT DEMAND AND THE P.I.E.?

The concept of latent demand is rather subtle. The word latent typically identifies something which is dormant, not observable, you aren't yet realized. Demand is the notion associated with an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is usually based on economists because the industry earnings of the market when that market becomes accessible and attractive for everyone by competing firms. It can be a measure, therefore, of potential industry earnings (P.I.E.) or total revenues (not profit) if a market is served in a efficient manner. It is usually expressed as the total revenues potentially extracted by firms. The "market" is defined in a given level within the value chain. There can be latent demand with the retail level, in the wholesale level, the manufacturing level, along with the raw materials level (the P.I.E. of higher levels from the value chain being always smaller as opposed to P.I.E. of levels at lower levels from the same value chain, assuming all levels maintain minimum profitability).

The latent demand for bicycles and bicycle accessories isn't actual or historic sales. Nor is latent demand future sales. In fact, latent demand can be lower either lower or more than actual sales if a market is inefficient (i.e., not representative of relatively competitive levels). Inefficiencies arise from a quantity of factors, like the not enough international openness, cultural barriers to consumption, regulations, and cartel-like behavior on the part of firms. In general, however, latent demand is normally greater than actual sales in a country market.

For reasons discussed later, this report does not consider the notion of "unit quantities", only total latent revenues (i.e., a calculation of price times quantity is rarely made, though one is implied). The units used within this report are U.S. dollars not adjusted for inflation (i.e., the figures incorporate inflationary trends) and not adjusted for future dynamics in return rates. If inflation rates or exchange rates vary in a very substantial way compared to recent experience, actually sales also can exceed latent demand (when expressed in U.S. dollars, not adjusted for inflation). On one other hand, latent demand might be typically higher than actual sales because there tend to be distribution inefficiencies that reduce actual sales below the a higher level latent demand.

As mentioned inside introduction, this study is strategic in nature, taking an aggregate and long-run view, irrespective from the players or products involved. If fact, every among the current services or products about the market can cease to exist in their present form (i.e., with a brand-, R&D specification, or corporate-image level) and many types of the players could be replaced by other firms (i.e., via exits, entries, mergers, bankruptcies, etc.), and there will probably be a global latent need for bicycles and bicycle accessories with the aggregate level. Product and repair offering details, along with the actual identity of the players involved, while essential for certain issues, are relatively unimportant for estimates of latent demand.

THE METHODOLOGY

In order to estimate the latent interest in bicycles and bicycle accessories over a worldwide basis, I oftentimes tried a multi-stage approach. Before using the approach, one needs a basic theory where such estimates are created. In this case, I heavily rely around the utilization of certain basic economic assumptions. In particular, there is certainly an assumption governing the shape and kind of aggregate latent demand functions. Latent demand functions relate the income of the country, city, state, household, or individual to realized consumption. Latent demand (often realized as consumption when an marketplace is efficient), at any level in the value chain, occurs if an equilibrium is realized. For firms to serve a market, they must perceive a latent demand and become capable to serve that demand in a minimal return. The only most significant variable determining consumption, assuming latent demand exists, is income (or other savings at higher levels of the value chain). Other factors that may pivot or shape demand curves include external or exogenous shocks (i.e., business cycles), or modifications in utility for that product in question.

Ignoring, for that moment, exogenous shocks and variations in utility across countries, the aggregate relation between income and consumption continues to be a central theme in economics. The figure below concisely summarizes one aspect of problem. In the 1930s, John Meynard Keynes conjectured that as incomes rise, the common propensity to use would fall. The average propensity to consume could be the level of consumption divided by the a higher level income, or perhaps the slope with the line from the origin to the consumption function. He estimated this relationship empirically and discovered it to be true in the short-run (mostly according to cross-sectional data). The larger the income, the lower the average propensity to consume. This type of consumption function is labeled "A" inside the figure below (note the rather flat slope with the curve). In the 1940s, another macroeconomist, Simon Kuznets, estimated long-run consumption functions which indicated how the marginal propensity to consume was rather constant (using time series data across countries). This kind of consumption function is show as "B" inside figure below (note the higher slope and zero-zero intercept). The typical propensity to eat is constant.





Is it declining or perhaps is it constant? A amount of other economists, notably Franco Modigliani and Milton Friedman, inside the 1950s (and Irving Fisher earlier), explained why the two functions were different using various assumptions on intertemporal budget constraints, savings, and wealth. The shorter the time horizon, the greater consumption can rely on wealth (earned in previous years) and business cycles. In the long-run, however, the propensity to take is a whole lot more constant. Similarly, inside the long run, households, industries or countries without having income eventually have no consumption (wealth is depleted). While the debate surrounding beliefs about how exactly income and consumption are related and interesting, on this study an extremely particular school of thought is adopted. In particular, we're considering the latent demand for bicycles and bicycle accessories across some 230 countries. The smallest have fewer than 10,000 inhabitants. I assume that of these counties fall along a "long-run" aggregate consumption function. This long-run function applies despite some of those countries having wealth, current income dominates the latent demand for bicycles and bicycle accessories. So, latent demand within the long-run has a zero intercept. However, I allow firms to get different propensities to eat (including being on consumption functions with differing slopes, which may take into account variations in industrial organization, and end-user preferences).

Given this overriding philosophy, Let me now describe the methodology utilized to make the latent demand estimates for bicycles and bicycle accessories. Since ICON Group has asked me to apply this methodology to a large number of categories, the rather academic discussion below is general and could be applied to some wide number of categories, not just bicycles and bicycle accessories.

Step 1. Product Definition and Data Collection

Any study of latent demand across countries requires that some standard be established to define "efficiently served". Having implemented various alternatives and matched these with market outcomes, We have found that the optimal approach is to assume that certain key countries are more likely to be at or near efficiency than others. These countries get greater weight than these inside estimation of latent demand compared to other countries which is why no known data are available. Of the many alternatives, We've found the assumption that the world's highest aggregate income and highest income-per-capita markets reflect the best standards for "efficiency". High aggregate income alone isn't sufficient (i.e., China has high aggregate income, but low income per capita and can not assumed being efficient). Aggregate income can be operationalized in a very quantity of ways, including gross domestic product (for industrial categories), or total disposable income (for household categories; population times average income per capita, or quantity of households times average household income per capita). Brunei, Nauru, Kuwait, and Lichtenstein are samples of countries with good income per capita, and not assumed to be... --This text refers to the Digital edition.






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