|
|
 |
|
Viewing report
|
|
|
|
The 2011 Report on Manufacturing Glass by Melting Silica Sand or Cullet and Making Pressed, Blown, or Shaped Glass or Glassware Excluding Glass Packaging Containers: World Market Segmentation by City
ICON Group International, Jan 2011, Pages: 353
Market Potential Estimation Methodology
Overview
This study covers the world outlook for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers across more than 2000 cities. For the year reported, estimates are given for the latent demand, or potential industry earnings (P.I.E.), for the city in question (in millions of U.S. dollars), the percent share the city is of the region and of the globe. These comparative benchmarks allow the reader to quickly gauge a city vis-à-vis others. Using econometric models which project fundamental economic dynamics within each country and across countries, latent demand estimates are created. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.
This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the cities of the world). This study gives, however, my estimates for the worldwide latent demand, or the P.I.E. for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers. It also shows how the P.I.E. is divided across the world’s cities. In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on international strategic planning at graduate schools of business.
What is Latent Demand and the P.I.E.?
The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of 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 commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnings (P.I.E.) or total revenues (not profit) if a market is served in an efficient manner. It is typically expressed as the total revenues potentially extracted by firms. The “market” is defined at a given level in the value chain. There can be latent demand at the retail level, at the wholesale level, the manufacturing level, and the raw materials level (the P.I.E. of higher levels of the value chain being always smaller than the P.I.E. of levels at lower levels of the same value chain, assuming all levels maintain minimum profitability).
The latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers is not actual or historic sales. Nor is latent demand future sales. In fact, latent demand can be lower either lower or higher than actual sales if a market is inefficient (i.e., not representative of relatively competitive levels). Inefficiencies arise from a number of factors, including the lack of international openness, cultural barriers to consumption, regulations, and cartel-like behavior on the part of firms. In general, however, latent demand is typically larger than actual sales in a city market.
Another reason why sales do not equate to latent demand is exchange rates. In this report, all figures assume the long-run efficiency of currency markets. Figures, therefore, equate values based on purchasing power parities across countries. Short-run distortions in the value of the dollar, therefore, do not figure into the estimates. Purchasing power parity estimates of country income were collected from official sources, and extrapolated using standard econometric models. The report uses the dollar as the currency of comparison, but not as a measure of transaction volume. The units used in this report are: US $ mln.
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 never made, though one is implied). The units used in this report are U.S. dollars not adjusted for inflation (i.e., the figures incorporate inflationary trends) and not adjusted for future dynamics in exchange rates (i.e., the figures reflect average exchange rates over recent history). If inflation rates or exchange rates vary in a substantial way compared to recent experience, actually sales can also exceed latent demand (when expressed in U.S. dollars, not adjusted for inflation). On the other hand, latent demand can be typically higher than actual sales as there are often distribution inefficiencies that reduce actual sales below the level of latent demand.
As mentioned earlier, this study is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved. If fact, all the current products or services on the market can cease to exist in their present form (i.e., at a brand-, R&D specification, or corporate-image level) and all the players can be replaced by other firms (i.e., via exits, entries, mergers, bankruptcies, etc.), and there will still be an international latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers at the aggregate level. Product and service offering details, and the actual identity of the players involved, while important for certain issues, are relatively unimportant for estimates of latent demand.
The Methodology
In order to estimate the latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers on a city-by-city basis, I used a multi-stage approach. Before applying the approach, one needs a basic theory from which such estimates are created. In this case, I heavily rely on the use of certain basic economic assumptions. In particular, there is an assumption governing the shape and type of aggregate latent demand functions. Latent demand functions relate the income of a country, city, state, household, or individual to realized consumption. Latent demand (often realized as consumption when an industry is efficient), at any level of the value chain, takes place if an equilibrium in realized. For firms to serve a market, they must perceive a latent demand and be able to serve that demand at a minimal return. The single most important variable determining consumption, assuming latent demand exists, is income (or other financial resources at higher levels of the value chain). Other factors that can pivot or shape demand curves include external or exogenous shocks (i.e., business cycles), and or changes in utility for the product in question.
Ignoring, for the moment, exogenous shocks and variations in utility across countries, the aggregate relation between income and consumption has been 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 average propensity to consume would fall. The average propensity to consume is the level of consumption divided by the level of income, or the slope of the line from the origin to the consumption function. He estimated this relationship empirically and found it to be true in the short-run (mostly based on cross-sectional data). The higher the income, the lower the average propensity to consume. This type of consumption function is labeled 'A' in the figure below (note the rather flat slope of the curve). In the 1940s, another macroeconomist, Simon Kuznets, estimated long-run consumption functions which indicated that the marginal propensity to consume was rather constant (using time series data across countries). This type of consumption function is show as 'B' in the figure below (note the higher slope and zero-zero intercept). The average propensity to consume is constant.
Is it declining or is it constant? A number of other economists, notably Franco Modigliani and Milton Friedman, in 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 more consumption can depend on wealth (earned in previous years) and business cycles. In the long-run, however, the propensity to consume is more constant. Similarly, in the long run, households, industries or countries with no income eventually have no consumption (wealth is depleted). While the debate surrounding beliefs about how income and consumption are related and interesting, in this study a very particular school of thought is adopted. In particular, we are considering the latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers across some 230 countries. The smallest have fewer than 10,000 inhabitants. I assume that all of these counties fall along a 'long-run' aggregate consumption function. This long-run function applies despite some of these countries having wealth, current income dominates the latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers. So, latent demand in the long-run has a zero intercept. However, I allow firms to have different propensities to consume (including being on consumption functions with differing slopes, which can account for differences in industrial organization, and end-user preferences).
Given this overriding philosophy, I will now describe the methodology used to create the latent demand estimates for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers. Since ICON Group has asked me to apply this methodology to a large number of categories, the rather academic discussion below is general and can be applied to a wide variety of categories, not just manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers.
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, I have found that the optimal approach is to assume that certain key countries or cities are more likely to be at or near efficiency than others. These are given greater weight than others in the estimation of latent demand compared to others for which no known data are available. Of the many alternatives, I have 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 is not sufficient (i.e., China has high aggregate income, but low income per capita and can not assumed to be efficient). Aggregate income can be operationalized in a number of ways, including gross domestic product (for industrial categories), or total disposable income (for household categories; population times average income per capita, or number of households times average household income per capita). Brunei, Nauru, Kuwait, and Lichtenstein are examples of countries with high income per capita, but not assumed to be efficient, given low aggregate level of income (or gross domestic product); these countries have, however, high incomes per capita but may not benefit from the efficiencies derived from economies of scale associated with large economies. Only countries with high income per capita and large aggregate income are assumed efficient. This greatly restricts the pool of countries to those in the OECD (Organization for Economic Cooperation and Development), like the United States, or the United Kingdom (which were earlier than other large OECD economies to liberalize their markets).
The selection of countries is further reduced by the fact that not all countries in the OECD report industry revenues at the category level. Countries that typically have ample data at the aggregate level that meet the efficiency criteria include the United States, the United Kingdom and in some cases France and Germany.
Latent demand is therefore estimated using data collected for relatively efficient markets from independent data sources (e.g. Euromonitor, Mintel, Thomson Financial Services, the U.S. Industrial Outlook, the World Resources Institute, the Organization for Economic Cooperation and Development, various agencies from the United Nations, industry trade associations, the International Monetary Fund, and the World Bank). Depending on original data sources used, the definition of “manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers” is established. In the case of this report, the data were reported at the aggregate level, with no further breakdown or definition. In other words, any potential product or service that might be incorporated within manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers falls under this category. Public sources rarely report data at the disaggregated level in order to protect private information from individual firms that might dominate a specific product-market. These sources will therefore aggregate across components of a category and report only the aggregate to the public. While private data are certainly available, this report only relies on public data at the aggregate level without reliance on the summation of various category components. In other words, this report does not aggregate a number of components to arrive at the “whole”. Rather, it starts with the “whole”, and estimates the whole for all cities and the world at large (without needing to know the specific parts that went into the whole in the first place).
Given this caveat, this study covers “manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers” as defined by the North American Industrial Classification system or NAICS (pronounced “nakes”). manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers The NAICS code for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers is 327212. It is for this definition of manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers that the aggregate latent demand estimates are derived. “Manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers” is specifically defined as follows:
327212
This U.S. industry comprises establishments primarily engaged in manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware (except glass packaging containers).
3272121
Table, kitchen, art, and novelty glassware
32721211
Glass fiber mat, textile_type, made by establishments producing glass
3272121111
Glass fiber mat, textile_type, made by establishments producing glass
32721212
Machine made table, kitchen, art, and novelty glassware
327212121
Tumblers (one piece excluding packers' tumblers)
327212122
Stemware
3272121221
Other glass fiber, textile_type (including yarn, strand, staple yarn, sliver, roving, chopped strand, and milled glass fiber), made by establishments producing glass
327212123
Tableware
327212125
Cookware, ovenware, kitchenware, and microwave oven glass
327212128
Ornamental, decorative, and novelty glassware and smokers' accessories
32721213
Handmade table, kitchen, art, and novelty glassware
327212199
Transfers and shipments of partially fabricated table, kitchen, art, and novelty glassware
3272122
Lighting and electronic glassware
327212221
Automotive lighting glassware
327212224
Bowls and enclosing globes (interior and exterior)
327212225
Electric light bulb blanks
327212235
T.V. tube blanks and parts; tubing, cane, and glass parts for electronic tubes and devices
327212249
Other machine-made lighting/electronic glassware
3272122A
Machine-made lighting/electronic glassware
3272122B
Handmade lighting/electronic glassware
3272122C
Transfers and shipments of partially fabricated lighting/electronic glassware
3272123
Glass fiber-textile type
32721230
Machine~made pressed and blown table, kitchen, art, and novelty glassware, made by establishments producing glass
3272123000
Machine~made pressed and blown table, kitchen, art, and novelty glassware, made by establishments producing glass
32721231
Machine_made pressed and blown table, kitchen, art, and novelty glassware, made by glass producers
3272123100
Machine_made pressed and blown table, kitchen, art, and novelty glassware, made by glass producers
3272123101
Consumer (table, kitchen, art, and novelty) glassware, tumblers, one piece (excluding packers’), machine made
3272123106
Consumer (table, kitchen, art, and novelty) glassware, stemware (used generally for drinking, also may be used for dessert dishes), machine made
3272123111
Consumer (table, kitchen, art, and novelty) glassware, tableware (items in which food and beverages are served but not prepared), machine made
3272123118
Consumer (table, kitchen, art, and novelty) glassware, cookware, ovenware, and kitchenware (including microwave specialty pieces), machine made
3272123126
Consumer (table, kitchen, art, and novelty) glassware, ornamental, decorative, novelty glassware, and smokers’ accessories, machine made
3272123131
All other consumer (table, kitchen, art, and novelty) glassware, machine made
327212323
Roving, chopped strand, and milled fiber
327212328
Other textile-type glass fiber products, including mat and yarn
3272124
Other pressed and blown glassware
327212423
Scientific and laboratory glassware
327212428
Other glassware
3272124A
Machine-made glassware, n.e.c.
3272124B
Handmade glassware, n.e.c.
3272124C
Transfers and shipments of partially fabricated pressed and blown glassware, n.e.c.
3272125
MACHINE_MADE PRESSED AND BLOWN LIGHTING, AUTOMOTIVE, AND ELECTRONIC GLASSWARE, MADE BY GLASS PRODUCERS
32721250
Machine~made pressed and blown lighting, automotive, and electronic glassware, made by establishments producing glass
3272125000
Machine~made pressed and blown lighting, automotive, and electronic glassware, made by establishments producing glass
32721251
Machine_made pressed and blown lighting, automotive, and electronic glassware, made by glass producers
3272125100
Machine_made pressed and blown lighting, automotive, and electronic glassware, made by glass producers
3272125101
Lighting, automotive, and electronic glassware, automotive lighting, machine made
3272125106
Lighting, automotive, and electronic glassware, search light and other lenses, machine made
3272125111
Lighting, automotive, and electronic glassware, electric light bulb blanks, machine made
3272125116
Lighting, automotive, and electronic glassware, tubing and cane for electric light bulbs and flourescent and neon lighting, machine made
3272125121
Lighting, automotive, and electronic glassware, electronic tube blanks (radio, X_ray, etc.), except TV, machine made
3272125126
Lighting, automotive, and electronic glassware, TV tube blanks and parts (tubing, cane, and glass parts) for electronic tubes and devices, machine made
3272125131
Lighting, automotive, and electronic glassware, lamp chimneys, shades, bowls, globes, parts, and other glassware, interior, machine made
3272125136
Lighting, automotive, and electronic glassware, lamp chimneys, shades, bowls, globes, parts, and other glassware, exterior, machine made
3272125141
Other lighting, automotive, and electronic glassware, machine made
3272127
ALL OTHER MACHINE_MADE PRESSED AND BLOWN GLASSWARE (INCLUDING TECHNICAL AND SCIENTIFIC GLASSWARE, GLASS BLOCKS, AND LENS BLANKS), MADE BY GLASS PRODUCERS
32721270
All other machine~made pressed and blown glassware (including technical and scientific glassware, glass blocks, and lens blanks), made by establishments producing glass
3272127000
All other machine~made pressed and blown glassware (including technical and scientific glassware, glass blocks, and lens blanks), made by establishments producing glass
32721271
All other machine_made pressed and blown glassware (including technical and scientific glassware, glass blocks, and lens blanks), made by glass producers
3272127100
All other machine_made pressed and blown glassware (including technical and scientific glassware, glass blocks, and lens blanks), made by glass producers
3272127101
Scientific, technical, and industrial glassware, tubing, rods, and canes, all types (except electrical and electronic), machine made
3272127106
Scientific, technical, and industrial glassware, scientific and laboratory glassware, reusable, machine made
3272127111
Scientific, technical, and industrial glassware, scientific and laboratory glassware, disposable, machine made
3272127116
Scientific, technical, and industrial glassware, technical and industrial glassware, machine made
3272127121
Scientific, technical, and industrial glassware, ophthalmic lens blanks and optical instruments lens blanks, machine made
3272127126
Scientific, technical, and industrial glassware, other glassware (radomes, nose cones, nursery bottles, vials, etc.), machine made
3272129
HANDMADE PRESSED AND BLOWN GLASSWARE, MADE BY GLASS PRODUCERS
32721290
Handmade pressed and blown glassware, made by establishments producing glass
3272129000
Handmade pressed and blown glassware, made by establishments producing glass
32721291
Handmade pressed and blown glassware, made by glass producers
3272129100
Handmade pressed and blown glassware, made by glass producers
3272129101
Consumer (table, kitchen, art, and novelty) glassware, tumblers, one piece (excluding packers’), machine made
3272129106
Consumer (table, kitchen, art, and novelty) glassware, stemware (used generally for drinking, also may be used for dessert dishes), handmade
3272129111
Consumer (table, kitchen, art, and novelty) glassware, tableware (items in which food and beverages are served but not prepared), handmade
3272129118
Consumer (table, kitchen, art, and novelty) glassware, cookware, ovenware, and kitchenware (including microwave specialty pieces), handmade
3272129126
Consumer (table, kitchen, art, and novelty) glassware, ornamental, decorative, novelty glassware, and smokers’ accessories, handmade
3272129131
All other consumer (table, kitchen, art, and novelty) glassware, handmade
327212M
Miscellaneous receipts
327212P
Primary products
327212S
Secondary products
327212SM
Secondary products and miscellaneous receipts
Furthermore, the definition of NAICS code 327212 includes the following:
Ashtrays, glass, made in glass making plants
Blanks for electric light bulbs, glass, made in glass making plants
Blanks, ophthalmic lens and optical glass, made in glass making plants
Blocks, glass, made in glass making plants
Bricks, glass, made in glass making plants
Christmas tree ornaments, glass, made in glass making plants
Cooking utensils, glass and glass ceramic, made in glass making plants
Cooking ware made in glass making plants
Decorative glassware made in glass making plants
Electron tube parts, glass blanks, made in glass making plants
Fibers, glass, textile, made in glass making plants
Fruits, artificial, made in glass making plants
Glass blanks for electric light bulbs made in glass making plants
Glass fiber, optical, made in glass making plants
Glass fiber, textile type, made in glass making plants
Glass making and blowing by hand
Glass products (except packaging containers) made in a glass making plants
Glassware for industrial, scientific, and technical use made in glass making plan
Glassware for lighting fixtures made in glass making plants
Glassware, art, decorative, and novelty made in glass making plants
Industrial glassware and glass products, pressed or blown, made in glass making p
Insulators, electrical, glass, made in glass making plants
Laboratory glassware (e.g., beakers, test tubes, vials) made in glass making plan
Lamp shades made in glass making plants
Lens blanks, optical and ophthalmic, made in glass making plants
Medical glassware made in glass making plants
Ornaments, Christmas tree, glass, made in glass making plants
Ovenware, glass, made in glass making plants
Photomask blanks, glass, made in glass making plants
Scientific glassware, pressed or blown, made in glass making plants
Stemware, glass, made in glass making plants
Tableware made in glass making plants
Teakettles, glass and glass ceramic, made in glass making plants
Technical glassware and glass products, pressed or blown, made in glass making pl
Textile glass fibers made in glass making plants
Vacuum tube blanks, glass, made in glass making plants
Vases, glass, made in glass making plants
Yarn, fiberglass, made in glass making plants.
Step 2. Filtering and Smoothing
Based on the aggregate view of manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers as defined above, data were then collected for as many similar countries and cities as possible for that same definition, at the same level of the value chain. This generates a convenience sample from which comparable figures are available. If the series in question do not reflect the same accounting period, then adjustments are made. In order to eliminate short-term effects of business cycles, the series are smoothed using an 2 year moving average weighting scheme (longer weighting schemes do not substantially change the results). If data are available for a country, but these reflect short-run aberrations due to exogenous shocks (such as would be the case of beef sales in a country stricken with foot and mouth disease), these observations were dropped or 'filtered' from the analysis.
Step 3. Filling in Missing Values
In some cases, data are available for countries or cities on a sporadic basis. In other cases, data may be available for only one year. From a Bayesian perspective, these observations should be given greatest weight in estimating missing years. Assuming that other factors are held constant, the missing years are extrapolated using changes and growth in aggregate national income. Based on the overriding philosophy of a long-run consumption function (defined earlier), cities which have missing data for any given year, are estimated based on historical dynamics of aggregate income for that country.
Step 4. Varying Parameter, Non-linear Estimation
Given the data available from the first three steps, the latent demand is estimated using a “varying-parameter cross-sectionally pooled time series model”. Simply stated, the effect of income on latent demand is assumed to be constant across cities unless there is empirical evidence to suggest that this effect varies (i.e., the slope of the income effect is not necessarily same for all countries). This assumption applies across cities along the aggregate consumption function, but also over time (i.e., not all cities are perceived to have the same income growth prospects over time and this effect can vary from city to city as well). Another way of looking at this is to say that latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers is more likely to be similar across cities that have similar characteristics in terms of economic development (i.e., African cities will have similar latent demand structures controlling for the income variation across the pool of African cities).
This approach is useful across cities for which some notion of non-linearity exists in the aggregate consumption function. For some categories, however, the reader must realize that the numbers will reflect a city’s contribution to global latent demand and may never be realized in the form of local sales. For certain category combinations this will result in what at first glance will be odd results. For example, the latent demand for the category “space vehicles” will exist for cities in “Togo” even though they have no space program. The assumption is that if the economies in these countries did not exist, the world aggregate for these categories would be lower. The share attributed to these cities is based on a proportion of their income (however small) being used to consume the category in question (i.e., perhaps via resellers).
Step 5. Fixed-Parameter Linear Estimation
Nonlinearities are assumed in cases where filtered data exist along the aggregate consumption function. Because the world consists of more than 2000 cities, there will always be those cities, especially toward the bottom of the consumption function, where non-linear estimation is simply not possible. For these cities, equilibrium latent demand is assumed to be perfectly parametric and not a function of wealth (i.e., a city’s stock of income), but a function of current income (a city’s flow of income). In the long run, if a city has no current income, the latent demand for manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers is assumed to approach zero. The assumption is that wealth stocks fall rapidly to zero if flow income falls to zero (i.e., cities which earn low levels of income will not use their savings, in the long run, to demand manufacturing glass by melting silica sand or cullet and making pressed, blown, or shaped glass or glassware excluding glass packaging containers). In a graphical sense, for low income cities, latent demand approaches zero in a parametric linear fashion with a zero-zero intercept. In this stage of the estimation procedure, low-income cities are assumed to have a latent demand proportional to their income, based on the city closest to it on the aggregate consumption function.
Step 6. Aggregation and Benchmarking
Based on the models described above, latent demand figures are estimated for all cities of the world, including for the smallest economies. These are then aggregated to get world totals and regional totals. To make the numbers more meaningful, regional and global demand averages are presented. Figures are rounded, so minor inconsistencies may exist across tables.
|
|
|
|
