In the section of the screen just b

In the section of the screen just below the two columns for North America where you entered “what if we
do X and, on average, our rivals do Y”, you will see the corresponding forecasts (not guarantees!) of
about how many branded pairs you can expect to sell in North America and what approximate market
share you can expect. Bear in mind that the sales forecast is just that—a forecast. To the extent that
your estimates of the industry averages for North America are off-the-mark, your branded sales forecast for
North America will also be off-the-mark. On the other hand, if your estimates of the upcoming year’s
industry averages for North America are close to what the actual industry averages turn out to be, then
your branded sales forecast for North America will also be close to your company’s actual sales. The
forecasts will never exactly equal actual sales (except by chance) for two reasons: