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The 2009-2014 Outlook for Ready-To-Serve Breakfast Cereals in Greater China - Product Image

The 2009-2014 Outlook for Ready-To-Serve Breakfast Cereals in Greater China

  • Published: January 2009
  • Region: China
  • 142 pages
  • ICON Group International

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 Greater China 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).

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1 INTRODUCTION 9
1.1 Overview 9
1.2 What is Latent Demand and the P.I.E.? 9
1.3 The Methodology 10
1.3.1 Step 1. Product Definition and Data Collection 11
1.3.2 Step 2. Filtering and Smoothing 13
1.3.3 Step 3. Filling in Missing Values 13
1.3.4 Step 4. Varying Parameter, Non-linear Estimation 14
1.3.5 Step 5. Fixed-Parameter Linear Estimation 14
1.3.6 Step 6. Aggregation and Benchmarking 14
2 SUMMARY OF FINDINGS 16
2.1 The Latent Demand in Greater China 16
2.2 Top 100 Cities Sorted By Rank 17
3 ANHUI 21
3.1 Latent Demand by Year - Anhui 21
3.2 Cities Sorted by Rank - Anhui 22
3.3 Cities Sorted Alphabetically - Anhui 23
4 BEIJING 25
4.1 Latent Demand by Year - Beijing 25
4.2 Cities Sorted by Rank - Beijing 26
4.3 Cities Sorted Alphabetically - Beijing 26
5 CHONGQING 27
5.1 Latent Demand by Year - Chongqing 27
5.2 Cities Sorted by Rank - Chongqing 28
5.3 Cities Sorted Alphabetically - Chongqing 29
6 FUJIAN 30
6.1 Latent Demand by Year - Fujian 30
6.2 Cities Sorted by Rank - Fujian 31
6.3 Cities Sorted Alphabetically - Fujian 32
7 GANSU 34
7.1 Latent Demand by Year - Gansu 34
7.2 Cities Sorted by Rank - Gansu 35
7.3 Cities Sorted Alphabetically - Gansu 36
8 GUANGDONG 37
8.1 Latent Demand by Year - Guangdong 37
8.2 Cities Sorted by Rank - Guangdong 38
8.3 Cities Sorted Alphabetically - Guangdong 40
9 GUANGXI 42
9.1 Latent Demand by Year - Guangxi 42
9.2 Cities Sorted by Rank - Guangxi 43
9.3 Cities Sorted Alphabetically - Guangxi 44
10 GUIZHOU 45
10.1 Latent Demand by Year - Guizhou 45
10.2 Cities Sorted by Rank - Guizhou 46
10.3 Cities Sorted Alphabetically - Guizhou 47
11 HAINAN 48
11.1 Latent Demand by Year - Hainan 48
11.2 Cities Sorted by Rank - Hainan 49
11.3 Cities Sorted Alphabetically - Hainan 50
12 HEBEI 51
12.1 Latent Demand by Year - Hebei 51
12.2 Cities Sorted by Rank - Hebei 52
12.3 Cities Sorted Alphabetically - Hebei 53
13 HEILONGJIANG 54
13.1 Latent Demand by Year - Heilongjiang 54
13.2 Cities Sorted by Rank - Heilongjiang 55
13.3 Cities Sorted Alphabetically - Heilongjiang 57
14 HENAN 59
14.1 Latent Demand by Year - Henan 59
14.2 Cities Sorted by Rank - Henan 60
14.3 Cities Sorted Alphabetically - Henan 62
15 HONG KONG 64
15.1 Latent Demand by Year - Hong Kong 64
15.2 Cities Sorted by Rank - Hong Kong 65
15.3 Cities Sorted Alphabetically - Hong Kong 66
16 HUBEI 67
16.1 Latent Demand by Year - Hubei 67
16.2 Cities Sorted by Rank - Hubei 68
16.3 Cities Sorted Alphabetically - Hubei 70
17 HUNAN 72
17.1 Latent Demand by Year - Hunan 72
17.2 Cities Sorted by Rank - Hunan 73
17.3 Cities Sorted Alphabetically - Hunan 75
18 JIANGSU 77
18.1 Latent Demand by Year - Jiangsu 77
18.2 Cities Sorted by Rank - Jiangsu 78
18.3 Cities Sorted Alphabetically - Jiangsu 80
19 JIANGXI 82
19.1 Latent Demand by Year - Jiangxi 82
19.2 Cities Sorted by Rank - Jiangxi 83
19.3 Cities Sorted Alphabetically - Jiangxi 84
20 JILIN 86
20.1 Latent Demand by Year - Jilin 86
20.2 Cities Sorted by Rank - Jilin 87
20.3 Cities Sorted Alphabetically - Jilin 88
21 LIAONING 90
21.1 Latent Demand by Year - Liaoning 90
21.2 Cities Sorted by Rank - Liaoning 91
21.3 Cities Sorted Alphabetically - Liaoning 92
22 MACAU 94
22.1 Latent Demand by Year - Macau 94
22.2 Cities Sorted by Rank - Macau 95
22.3 Cities Sorted Alphabetically - Macau 95
23 NEI MONGGOL 96
23.1 Latent Demand by Year - Nei Monggol 96
23.2 Cities Sorted by Rank - Nei Monggol 97
23.3 Cities Sorted Alphabetically - Nei Monggol 98
24 NINGXIA 99
24.1 Latent Demand by Year - Ningxia 99
24.2 Cities Sorted by Rank - Ningxia 100
24.3 Cities Sorted Alphabetically - Ningxia 100
25 QINGHAI 101
25.1 Latent Demand by Year - Qinghai 101
25.2 Cities Sorted by Rank - Qinghai 102
25.3 Cities Sorted Alphabetically - Qinghai 102
26 SHAANXI 103
26.1 Latent Demand by Year - Shaanxi 103
26.2 Cities Sorted by Rank - Shaanxi 104
26.3 Cities Sorted Alphabetically - Shaanxi 105
27 SHANDONG 106
27.1 Latent Demand by Year - Shandong 106
27.2 Cities Sorted by Rank - Shandong 107
27.3 Cities Sorted Alphabetically - Shandong 109
28 SHANGHAI 111
28.1 Latent Demand by Year - Shanghai 111
28.2 Cities Sorted by Rank - Shanghai 112
28.3 Cities Sorted Alphabetically - Shanghai 112
29 SHANXI 113
29.1 Latent Demand by Year - Shanxi 113
29.2 Cities Sorted by Rank - Shanxi 114
29.3 Cities Sorted Alphabetically - Shanxi 115
30 SICHUAN 116
30.1 Latent Demand by Year - Sichuan 116
30.2 Cities Sorted by Rank - Sichuan 117
30.3 Cities Sorted Alphabetically - Sichuan 119
31 TAIWAN 121
31.1 Latent Demand by Year - Taiwan 121
31.2 Cities Sorted by Rank - Taiwan 122
31.3 Cities Sorted Alphabetically - Taiwan 124
32 TIANJIN 127
32.1 Latent Demand by Year - Tianjin 127
32.2 Cities Sorted by Rank - Tianjin 128
32.3 Cities Sorted Alphabetically - Tianjin 128
33 XINJIANG UYGUR 129
33.1 Latent Demand by Year - Xinjiang Uygur 129
33.2 Cities Sorted by Rank - Xinjiang Uygur 130
33.3 Cities Sorted Alphabetically - Xinjiang Uygur 131
34 XIZANG [THIBET] 132
34.1 Latent Demand by Year - Xizang [Thibet] 132
34.2 Cities Sorted by Rank - Xizang [Thibet] 133
34.3 Cities Sorted Alphabetically - Xizang [Thibet] 133
35 YUNNAN 134
35.1 Latent Demand by Year - Yunnan 134
35.2 Cities Sorted by Rank - Yunnan 135
35.3 Cities Sorted Alphabetically - Yunnan 136
36 ZHEJIANG 137
36.1 Latent Demand by Year - Zhejiang 137
36.2 Cities Sorted by Rank - Zhejiang 138
36.3 Cities Sorted Alphabetically - Zhejiang 139
37 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS 141
37.1 Disclaimers & Safe Harbor 141
37.2 ICON Group International, Inc. User Agreement Provisions 142

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