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 ?’s Proposed Marketing Effort”
columns for any or all of the regions and make a second round of “what if we do X” entries (and a third or
fourth 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 seem likely and realistic).