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The Marktpotenzial corresponds in for instance the market capacity, whereby the purchasing power of the household is considered here. It is the whole of possible removable quantities of a product on a certain market. Thus it represents the receptiveness of a market, and/or the highest possible Marktnachfrage which can be expected, whereby all potential Nachfrager are considered, who are possible theoretically for the product assumption and are equipped with sufficient purchasing power for it.
One computes the Marktpotenzial with the following formula:
MP= number of the consumers x purchase quantity for each procurement act x purchase frequency/year x cycle length
Marktpotenzial and size of the market deviate usually on increasing markets substantially from each other. Due to the strongly growing, not exhausted Markpotenzials large growth rates are attainable in the paragraph also for the individual enterprise if the market shares change only insignificantly. Due to the participation at the market increase relatively a "economiceconomics" behavior of the competitors can be expected. Marktpotenzial and size of the market are on satisfied markets closely together. Substantial increases in sales are possible therefore only debited to the market shares of competitors. For the purpose of the displacement competition intensive employment of all paragraph-political instruments.
See also: Market size, size of the market
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