This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all cities in Japan). This study gives, however, Professor Parker's estimates for the latent demand, or potential industry earnings (P.I.E.), for anti-inflammatory Lupus drugs in Japan. It also shows how the P.I.E. is divided and concentrated across the cities and regional markets of Japan. For each region, he also shows his estimates of how the P.I.E. grows over time. In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on strategic planning at graduate schools of business.
1 INTRODUCTION
1.1 OVERVIEW
1.2 WHAT IS LATENT DEMAND AND THE P.I.E.?
1.3 THE METHODOLOGY
1.3.1 STEP 1. PRODUCT DEFINITION AND DATA COLLECTION
1.3.2 STEP 2. FILTERING AND SMOOTHING
1.3.3 STEP 3. FILLING IN MISSING VALUES
1.3.4 STEP 4. VARYING PARAMETER, NON-LINEAR ESTIMATION
1.3.5 STEP 5. FIXED-PARAMETER LINEAR ESTIMATION
1.3.6 STEP 6. AGGREGATION AND BENCHMARKING
1.4 FREQUENTLY ASKED QUESTIONS (FAQ)
1.4.1 CATEGORY DEFINITION
1.4.2 UNITS
1.4.3 METHODOLOGY
2 SUMMARY OF FINDINGS
2.1 LATENT DEMAND IN JAPAN
2.2 TOP 100 CITIES SORTED BY RANK
2.3 LATENT DEMAND BY YEAR IN JAPAN
3 AICHI
3.1 LATENT DEMAND BY YEAR - AICHI
3.2 CITIES SORTED BY RANK - AICHI
3.3 CITIES SORTED ALPHABETICALLY - AICHI
4 AKITA
4.1 LATENT DEMAND BY YEAR - AKITA
4.2 CITIES SORTED BY RANK - AKITA
4.3 CITIES SORTED ALPHABETICALLY - AKITA
5 AOMORI
5.1 LATENT DEMAND BY YEAR - AOMORI
5.2 CITIES SORTED BY RANK - AOMORI
5.3 CITIES SORTED ALPHABETICALLY - AOMORI
6 CHIBA
6.1 LATENT DEMAND BY YEAR - CHIBA
6.2 CITIES SORTED BY RANK - CHIBA
6.3 CITIES SORTED ALPHABETICALLY - CHIBA
7 EHIME
7.1 LATENT DEMAND BY YEAR - EHIME
7.2 CITIES SORTED BY RANK - EHIME
7.3 CITIES SORTED ALPHABETICALLY - EHIME
8 FUKUI
8.1 LATENT DEMAND BY YEAR - FUKUI
8.2 CITIES SORTED BY RANK - FUKUI
8.3 CITIES SORTED ALPHABETICALLY - FUKUI
9 FUKUOKA
9.1 LATENT DEMAND BY YEAR - FUKUOKA
9.2 CITIES SORTED BY RANK - FUKUOKA
9.3 CITIES SORTED ALPHABETICALLY - FUKUOKA
10 FUKUSHIMA
10.1 LATENT DEMAND BY YEAR - FUKUSHIMA
10.2 CITIES SORTED BY RANK - FUKUSHIMA
10.3 CITIES SORTED ALPHABETICALLY - FUKUSHIMA
11 GIFU
11.1 LATENT DEMAND BY YEAR - GIFU
11.2 CITIES SORTED BY RANK - GIFU
11.3 CITIES SORTED ALPHABETICALLY - GIFU
12 GUMMA
12.1 LATENT DEMAND BY YEAR - GUMMA
12.2 CITIES SORTED BY RANK - GUMMA
12.3 CITIES SORTED ALPHABETICALLY - GUMMA
13 HIROSHIMA
13.1 LATENT DEMAND BY YEAR - HIROSHIMA
13.2 CITIES SORTED BY RANK - HIROSHIMA
13.3 CITIES SORTED ALPHABETICALLY - HIROSHIMA
14 HOKKAIDO
14.1 LATENT DEMAND BY YEAR - HOKKAIDO
14.2 CITIES SORTED BY RANK - HOKKAIDO
14.3 CITIES SORTED ALPHABETICALLY - HOKKAIDO
15 HYOGO
15.1 LATENT DEMAND BY YEAR - HYOGO
15.2 CITIES SORTED BY RANK - HYOGO
15.3 CITIES SORTED ALPHABETICALLY - HYOGO
16 IBARAKI
16.1 LATENT DEMAND BY YEAR - IBARAKI
16.2 CITIES SORTED BY RANK - IBARAKI
16.3 CITIES SORTED ALPHABETICALLY - IBARAKI
17 ISHIKAWA
17.1 LATENT DEMAND BY YEAR - ISHIKAWA
17.2 CITIES SORTED BY RANK - ISHIKAWA
17.3 CITIES SORTED ALPHABETICALLY - ISHIKAWA
18 IWATE
18.1 LATENT DEMAND BY YEAR - IWATE
18.2 CITIES SORTED BY RANK - IWATE
18.3 CITIES SORTED ALPHABETICALLY - IWATE
19 KAGAWA
19.1 LATENT DEMAND BY YEAR - KAGAWA
19.2 CITIES SORTED BY RANK - KAGAWA
19.3 CITIES SORTED ALPHABETICALLY - KAGAWA
20 KAGOSHIMA
20.1 LATENT DEMAND BY YEAR - KAGOSHIMA
20.2 CITIES SORTED BY RANK - KAGOSHIMA
20.3 CITIES SORTED ALPHABETICALLY - KAGOSHIMA
21 KANAGAWA
21.1 LATENT DEMAND BY YEAR - KANAGAWA
21.2 CITIES SORTED BY RANK - KANAGAWA
21.3 CITIES SORTED ALPHABETICALLY - KANAGAWA
22 KOCHI
22.1 LATENT DEMAND BY YEAR - KOCHI
22.2 CITIES SORTED BY RANK - KOCHI
22.3 CITIES SORTED ALPHABETICALLY - KOCHI
23 KUMAMOTO
23.1 LATENT DEMAND BY YEAR - KUMAMOTO
23.2 CITIES SORTED BY RANK - KUMAMOTO
23.3 CITIES SORTED ALPHABETICALLY - KUMAMOTO
24 KYOTO
24.1 LATENT DEMAND BY YEAR - KYOTO
24.2 CITIES SORTED BY RANK - KYOTO
24.3 CITIES SORTED ALPHABETICALLY - KYOTO
25 MIE
25.1 LATENT DEMAND BY YEAR - MIE
25.2 CITIES SORTED BY RANK - MIE
25.3 CITIES SORTED ALPHABETICALLY - MIE
26 MIYAGI
26.1 LATENT DEMAND BY YEAR - MIYAGI
26.2 CITIES SORTED BY RANK - MIYAGI
26.3 CITIES SORTED ALPHABETICALLY - MIYAGI
27 MIYAZAKI
27.1 LATENT DEMAND BY YEAR - MIYAZAKI
27.2 CITIES SORTED BY RANK - MIYAZAKI
27.3 CITIES SORTED ALPHABETICALLY - MIYAZAKI
28 NAGANO
28.1 LATENT DEMAND BY YEAR - NAGANO
28.2 CITIES SORTED BY RANK - NAGANO
28.3 CITIES SORTED ALPHABETICALLY - NAGANO
29 NAGASAKI
29.1 LATENT DEMAND BY YEAR - NAGASAKI
29.2 CITIES SORTED BY RANK - NAGASAKI
29.3 CITIES SORTED ALPHABETICALLY - NAGASAKI
30 NARA
30.1 LATENT DEMAND BY YEAR - NARA
30.2 CITIES SORTED BY RANK - NARA
30.3 CITIES SORTED ALPHABETICALLY - NARA
31 NIIGATA
31.1 LATENT DEMAND BY YEAR - NIIGATA
31.2 CITIES SORTED BY RANK - NIIGATA
31.3 CITIES SORTED ALPHABETICALLY - NIIGATA
32 OITA
32.1 LATENT DEMAND BY YEAR - OITA
32.2 CITIES SORTED BY RANK - OITA
32.3 CITIES SORTED ALPHABETICALLY - OITA
33 OKAYAMA
33.1 LATENT DEMAND BY YEAR - OKAYAMA
33.2 CITIES SORTED BY RANK - OKAYAMA
33.3 CITIES SORTED ALPHABETICALLY - OKAYAMA
34 OKINAWA
34.1 LATENT DEMAND BY YEAR - OKINAWA
34.2 CITIES SORTED BY RANK - OKINAWA
34.3 CITIES SORTED ALPHABETICALLY - OKINAWA
35 OSAKA
35.1 LATENT DEMAND BY YEAR - OSAKA
35.2 CITIES SORTED BY RANK - OSAKA
35.3 CITIES SORTED ALPHABETICALLY - OSAKA
36 SAGA
36.1 LATENT DEMAND BY YEAR - SAGA
36.2 CITIES SORTED BY RANK - SAGA
36.3 CITIES SORTED ALPHABETICALLY - SAGA
37 SAITAMA
37.1 LATENT DEMAND BY YEAR - SAITAMA
37.2 CITIES SORTED BY RANK - SAITAMA
37.3 CITIES SORTED ALPHABETICALLY - SAITAMA
38 SHIGA
38.1 LATENT DEMAND BY YEAR - SHIGA
38.2 CITIES SORTED BY RANK - SHIGA
38.3 CITIES SORTED ALPHABETICALLY - SHIGA
39 SHIMANE
39.1 LATENT DEMAND BY YEAR - SHIMANE
39.2 CITIES SORTED BY RANK - SHIMANE
39.3 CITIES SORTED ALPHABETICALLY - SHIMANE
40 SHIZUOKA
40.1 LATENT DEMAND BY YEAR - SHIZUOKA
40.2 CITIES SORTED BY RANK - SHIZUOKA
40.3 CITIES SORTED ALPHABETICALLY - SHIZUOKA
41 TOCHIGI
41.1 LATENT DEMAND BY YEAR - TOCHIGI
41.2 CITIES SORTED BY RANK - TOCHIGI
41.3 CITIES SORTED ALPHABETICALLY - TOCHIGI
42 TOKUSHIMA
42.1 LATENT DEMAND BY YEAR - TOKUSHIMA
42.2 CITIES SORTED BY RANK - TOKUSHIMA
42.3 CITIES SORTED ALPHABETICALLY - TOKUSHIMA
43 TOKYO
43.1 LATENT DEMAND BY YEAR - TOKYO
43.2 CITIES SORTED BY RANK - TOKYO
43.3 CITIES SORTED ALPHABETICALLY - TOKYO
44 TOTTORI
44.1 LATENT DEMAND BY YEAR - TOTTORI
44.2 CITIES SORTED BY RANK - TOTTORI
44.3 CITIES SORTED ALPHABETICALLY - TOTTORI
45 TOYAMA
45.1 LATENT DEMAND BY YEAR - TOYAMA
45.2 CITIES SORTED BY RANK - TOYAMA
45.3 CITIES SORTED ALPHABETICALLY - TOYAMA
46 WAKAYAMA
46.1 LATENT DEMAND BY YEAR - WAKAYAMA
46.2 CITIES SORTED BY RANK - WAKAYAMA
46.3 CITIES SORTED ALPHABETICALLY - WAKAYAMA
47 YAMAGATA
47.1 LATENT DEMAND BY YEAR - YAMAGATA
47.2 CITIES SORTED BY RANK - YAMAGATA
47.3 CITIES SORTED ALPHABETICALLY - YAMAGATA
48 YAMAGUCHI
48.1 LATENT DEMAND BY YEAR - YAMAGUCHI
48.2 CITIES SORTED BY RANK - YAMAGUCHI
48.3 CITIES SORTED ALPHABETICALLY - YAMAGUCHI
49 YAMANASHI
49.1 LATENT DEMAND BY YEAR - YAMANASHI
49.2 CITIES SORTED BY RANK - YAMANASHI
49.3 CITIES SORTED ALPHABETICALLY - YAMANASHI
50 DISCLAIMERS, WARRANTIES, AND USER AGREEMENT PROVISIONS
50.1 DISCLAIMERS & SAFE HARBOR
50.2 ICON GROUP INTERNATIONAL, INC. USER AGREEMENT PROVISIONS
