HELP MARKETING EXPERTS! (intro 2 marketing Q) NEED HELP WITH THIS STUDY GUIDE QUESTION RELATED TO TAMS/SAMS. The screenshots includes hints and prof explained it real quick and couldn`t go back and I never took a marketing class and this isn't in the lesson! I know they said for part E) IT IS MORE OF A CRITICAL THINKING Q and that although it jumps from 5.8% to 20% it is still "within reason". For the beginning questions I know he took 20% of 910 M (highlighted in red from the char) and got 18.2 M and divided by 4 (is this bc there is 4 years) then he divided the result 1.14 from

Assumptions: Assumptions (cont) Forecasted Industry Growth Rate = 15% Companies Market Share Post Types 2019 Sales The SAM % / TAM % ratio is expected to remain A 40% Square $400 M constant over the period 2020 to 2022. B 40% Round $400 M 60% C Square Post Inno. Prod. Ramp Capability = 400% Year 20% $200 M Totals 100% N/A $ 1 B over Year (YoY) This means they can quadruple production year over Post Innovations (a new entrant in the post market) year. wants to capture 20% of the Square Post Market Average Selling Price (ASP) is $10.00/unit in by 2022. Post has developed a very cost effective 2020 through 2022. post material that does not rot when exposed to Forecasted Growth Rate is 15% YoY from 2020 water or termites. to 2022. A) What is the Total Available Market (TAM) in C) See Post Units below. $ ? 2019 2020 2021 2022 TAM Post Sales ($) $ 1000 M $ 1150 M $ 1320 M $ 1520 M From prior B) What is the Serviceable Market (SAM) in $? SAM Post Sales ($) $ 600 M $ 690 M $ 790 M $ 910 M Slide TAM Post Units 100 M 115 M 132 M 152 M SAM Post Units 60 M 69 M 79 M 91 M : $10 2019 2020 202 2022 Post Inno. Revenues ($) $0 $ 11.4 M $ 45.6 M $ 182.5 M Post Inno. Units 0 1.14 M 4.56 M 18.2 M 3 TAM 1 B 1.15 B 1.32 B 1.52 B TAM % 0 1.0% 3.5% 2% SAM 600 M 690 M 790 M 910 M SAM % 0 1.7% 5.8% 20 % 2 C) What should the Post Inno. production D) What are the TAM % and SAM % for schedule look like for calendar years 2020, years 2020 & 2021? 2021, & 2022 based on a capability to ramp production at a rate of 400% YoY?? E) Are the Market Share Objectives reasonable