Market sizing - Number of mineral water bottles in Dubai?

Hello Mike,

You can easily approach this case in the following way:

• Population of Dubai
• Estimation of tourists in Dubai
• Average water consumption per day. Be careful to consider substitutes  (especially for young people) and the reduced water consumption for babies
• Liters of water = # people * consumption 
• Average bottle capacity
• # of bottles = Liters of water / average bottle capacity

I would skip the segmentation of the population by age in this case, since the water consumption per day is pretty much the same. I would just mention those 2 qualitative point when you have to estimate the average consumption per day.

Hope it helps,
Luca

Hi, 

A good habit is to ask for help (not just in a subject line), and provide at least your ideas, so that we could give feedback

Best!

Agree with Vlad, there are several posts like this -and btw, the approach is the same one for all-. 

Hi there,

Providing some market sizing thinking for anyone revisiting this Q&A:

Remember that there's rarely a "best" answer with market sizing. What's important is that you break down the problem the way it makes sense to you. Importantly, break it down so that the assumptions you make are the ones you're most comfortable in.

For example, do you know all the major brands? Great go with that. Do you understand all the segments of that country's population (either age or wealth or job breakdown)? Go with that. Do you know the total market size of the tourism (or hotel) industry? Then break it down that way.

Some tips:

1. Just like in a case, make sure you understand the question - what are you really being asked to calculate
2. Decide whether a top-down or bottom-up approach is best
3. Figure out what you know you know, and what you know you don't know, but could estimate
   1. This helps you determine how to split out buckets
4. Stay flexible - you can start with a "high-level" market sizing, but gauge your interviewers reaction....if it looks like they want you to do more...then go along level deeper in terms of your splits