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The 2009 Report on Disposable Surgical Drapes and Packs for Obstetric and Operating Rooms: World Market Segmentation by City

This report was created for global strategic planners who cannot be content with traditional methods of segmenting world markets. With the advent of a "borderless world", cities become a more important criteria in prioritizing markets, as opposed to regions, continents, or countries. This report covers the top 2000 cities in over 200 countries. It does so by reporting the estimated market size (in terms of latent demand) for each major city of the world. It then ranks these cities and reports them in terms of their size as a percent of the country where they are located, their geographic region (e.g. Africa, Asia, Europe, Middle East, North America, Latin America), and the total world market.

In performing various economic analyses for its clients, I have been occasionally asked to investigate the market potential for various products and services across cities. The purpose of the studies is to understand the density of demand within a country and the extent to which a city might be used as a point of distribution within its region. From an economic perspective, however, a city does not represent a population within rigid geographical boundaries. To an economist or strategic planner, a city represents an area of dominant influence over markets in adjacent areas. This influence varies from one industry to another, but also from one period of time to another.

In what follows, I summarize the economic potential for the world's major cities for "disposable surgical drapes and packs for obstetric and operating rooms" for the year 2009. The goal of this report is to report my findings on the real economic potential, or what an economist calls the latent demand, represented by a city when defined as an area of dominant influence. The reader needs to realize that latent demand may or may not represent real sales.

Webster Enterprises is experiencing job growth and has added 18 workers added since November. The company, a community-owned non-profit, provides jobs and vocational rehabilitation to people with disabilities as well other workers in Jackson, Macon and Swain counties. Plans to modernize and expand the plant are under way, and Webster has already secured $87,500 in grant funding towards the $200,000 needed for the upgrades. The manufacturing facility will celebrate its 35th anniversary this year and is looking for local government and community support and financing to help secure the monies necessary to continue growth and spur job creation. According to Director Gene Robinson, the new hires were made possible because of a new job – a surgical instrument cover – Webster recently acquired to go along with the disposable surgical drapes that make up some 90 percent of its production. –Herald photos by Nick Breedlove

Random graphic on the side of a box of disposable surgical drapes.

This econometric study covers the latent demand outlook for disposable surgical drapes and packs for obstetric and operating rooms across the states, union territories and cities of India. Latent demand (in millions of U.S. dollars), or potential industry earnings (P.I.E.) estimates are given across over 5,000 cities in India. For each city in question, the percent share the city is of it's state or union territory and of India as a whole is reported. These comparative benchmarks allow the reader to quickly gauge a city vis-a-vis others. This statistical approach can prove very useful to distribution and/or sales force strategies. Using econometric models which project fundamental economic dynamics within each state or union territory and city, latent demand estimates are created for disposable surgical drapes and packs for obstetric and operating rooms. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.