One great example of an inadvertent forecast comes from a manufacturer in the grocery products industry. The owner explained that the sales plan called for an increase in sales of 5 percent for the next year. 11owever. We had also been told that this industry in this country was not growing and that any attempt to grab market share from the competition was met by countermoves that caused greater promotional expenditures but no shift in market share. “wait a minute!” we said to the owner “ I low can industry size not change, market share not change, but sales grow? It does not take a math major to figure out that this is not going to work.”