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RETAIL SALES POTENTIAL BY NUMBER OF HOUSEHOLDS <br /> Calculate the sales potential for as many categories of goods as the business development team <br /> • <br /> can find reliable data. Compare the results to conclusions drawn from other dataa analysis. <br /> Summarize the retail sales opportunities on the form provided. <br /> a <br /> 1 Product Category: <br /> Trade Area: <br /> 1. Find the actual retail sales for this product in the trade area: <br /> (Source: 1992 Census of Retail Trade, <br /> sales tax or other estimates:) <br /> 2. Calculate the potential sales volume for the trade area, for this product: <br /> a)find total trade area households: <br /> (Source: 1990 Census of Population) <br /> 1 b)times typical expenditures per <br /> household for this product: X <br /> (Source:Consumer Expenditure Survey) <br /> c)equals potential sales for this product — • <br /> in the trade area: <br /> 3. Enter the potential sales(from#2)here <br /> and subtract from actual sales(#1): <br /> 4. This equals either surplus or leakage <br /> 1 of sales for this product category in trade area <br /> • A positive number would indicate a surplus of retail sales. <br /> • A negative number would indicate a leakage of retail sales. <br /> 4 <br /> 4 <br /> I <br /> • <br /> STEP BY STEP MARKET ANALYSIS-61 <br /> 0 <br />