If your initial branded sales forecast values for any of the four geographic regions are not to your liking (perhaps because you and your co-managers are striving for greater unit sales or a higher target market share), then you have clear feedback that your company will have to exert a more potent marketing effort to capture additional sales and market share. Return to the “company proposed marketing effort” column for any or all of the region and make a second round of “what if we do x entries and a third or forth round) until you come up with a credible company-wide sales forecast more to your liking (credible in the sense that it is based on industry averages that seen likely and realistic)