Under capacity market refers to the aggregate demand for products in a certain territory and at the current price level. The concept of market capacity strongly correlates with the concept of “” (you can read about market share in this article -) - the capacity indicator is a divisor when determining market share, to be more precise.

It is these two indicators that allow us to assess the dynamics of ongoing changes and the current situation on the market. It is important to understand that they only work in pairs: share without capacity will give an incorrect (or incomplete) picture, and capacity without share is an indicator that is not related to a specific organization.

How is market capacity measured?

Cost and natural measurement of the indicator is possible. In the first case, the result is expressed in units of goods, in the second - in rubles. The second option is considered more preferable, since the first does not allow assessing the company’s profit. The calculation period is most often a year, because many goods (for example, ice cream) have a seasonality factor - the sales schedule of such goods when calculated, for example, by quarter, will take the form of a sinusoid, therefore, it will be problematic to determine the upward or downward movement.

Calculation technique

Market capacity is divided into two types:

Potential capacity is largely a theoretical indicator and is calculated based on the assumption that the level of consumption is maximum. Real capacity takes into account actual consumption and is used in forecasting. Some sources also talk about accessible capacity - that part that the company has not yet conquered, but can conquer.

Capacity calculation is carried out in the following steps:

The total potential profit is determined. The formula used for this is:

where KA is the number of audiences, CP is the frequency of consumption, SP is the average price.

Consider the example of cable television.

Territory of consumption – cityN, where 999 thousand people live. There is a small aspect here due to the specifics of the product: they connect one cable TV per household, so we need to calculate the number of households. If there is no information on this indicator (which is quite possible), the Russian average is taken - 3 people per household. Consequently, there are 333 thousand households. This will be the value of CA. Purchase frequency – once a month (the user pays a monthly subscription fee). If we calculate the annual capacity, it turns out that PE = 12. Let’s take the average price of the service as 150 rubles.

How to interpret this figure? Quite simply: if every household decides to install cable television, all providers offering services in city N will be able to earn 600 million rubles per year. Naturally, such a situation is impossible - first of all, because not every consumer needs cable channels.

Determined real audience. There are several methods for determining it - this will be discussed below. One of the methods is a banal survey. Let us accept the condition for the problem under consideration that, based on the results of the survey, it was determined that 50% of respondents use or wish to use cable television. Thus, the potential audience is 167,000 households.

The purchase period is determined. With our example, this is easy to do, because a person pays for cable channels once a month. The calculation is much more complicated for bread or, for example, hand cream. In the first case, you have to refer to the standard for consumption of bakery products (there is one - it is 9 kg per month per person), in the second - for packaging and one-time consumption.

The average check is considered. At this stage, a price cut of competitors is made. Consider the following table:

Conclusion: the average cost of the service is 150 rubles per month. Our example is again quite simple to calculate - in the case, for example, with creams, we have to calculate the average cost per milligram, since the container may not be uniform in capacity.

The shares of competitors are determined. There are a huge number of methods for obtaining information on competitors’ sales. One of the most effective is considered to be guerrilla, that is, surveying directly employees of a competing company; however, this method requires finding an approach to employees who, as a rule, are aware that their actions can be interpreted as opportunistic behavior and even betrayal. In the case of cable television, it is possible to use a test call, that is, posing as a potential subscriber who is at a crossroads of choice, try to find out over the phone how many people use the services of the provider. Of course, all sources other than the company’s profit and loss statement will provide only very approximate information, however, obtaining accurate data is not the goal of this stage.

Calculating the actual capacity. Let's say we received the following data:

That turns out to be only 95,000 subscribers. Taking into account the fact that the average price of the service is 150 rubles, the covered capacity is 14,250,000 rubles. The total market capacity is defined as the product average price by the number of households that expressed interest in connecting to cable TV. That is, 150 * 167000 = 25050000 is the real capacity. We can conclude that 10,800,000 rubles (the difference between the actual and covered capacity) is the uncovered part that is still available for capture.

We calculate the available market share. To obtain information about what share of the unreached part the analyzed company can still capture, it is necessary to determine the share of the company’s current subscribers in total capacity. In determining the available share, we assume that the distribution pattern will approximately remain the same. Let's determine the share of existing subscribers: 30,000 / 95,000 = 32%. We calculate the available share: 10800000 * 0.32 = 3456000.

Thus, the available share is approximately 3.5 million rubles, although nothing prevents the company from striving to completely conquer the unreached part.

This video briefly explains how to calculate market capacity:

Methods for determining the real audience

As mentioned earlier, before moving from calculating the potential market capacity to calculating the actual one, it is necessary to draw a conclusion about what part of potential consumers are actually interested in purchasing the product (or are already using it). Already here, at the very beginning of the calculations, the company may encounter difficulties, which in the future will force it to abandon the idea of conducting analysis at all. You can calculate your real audience using one of the following methods:

Surveys and questionnaires. This is cheap and cheerful, but not always effective, since the company risks receiving false information twice. Both the respondent himself and the employee conducting the survey can lie by incorrectly recording the respondent’s feedback.

Social media. This method is effective only for certain groups of goods, for example, mobile phones or Internet service packages. It is necessary to proceed from the fact that the pages in in social networks mostly young people have. Researching, for example, the bakery market using this method will be incorrect, since bread is consumed by everyone, from old to young.

Testing respondents. This method involves selecting consumers (respondents) based on various criteria - family wealth, age - and recording their purchases. It is possible to use special scanner cards: the respondent presents such a card when making a purchase, after which the receipt data appears in the company’s database.

Of the methods described above, the third is the most accurate, however, its use is possible only in those countries where trade automation (presence of pin pads) is at a very high level.

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URAL SOCIO-ECONOMIC INSTITUTE

ACADEMY OF LABOR AND SOCIAL RELATIONS

Department of Management

TEST

Course: MARKETING

Market capacity: concept, factors, calculation methods

Completed by a 2nd year student

FSZ-204 group,

Ivanova Veronika Vladimirovna

Chelyabinsk

Plan

Introduction

1.1 Market classification

1.4 Factors influencing market capacity

1.5 Market development model

1.6 Market forecasting

1.7 Methods for calculating market capacity

2. Analysis of the calculation of market capacity at Russian enterprises in 2008

2.1 Method for calculating the capacity of the mass consumption market in 2008

2.2 Calculation of meat market capacity in 2008

2.3 Calculation of the capacity of the consumer price market in 2008

2.4 Calculation of the footwear market capacity in 2008

2.6 Calculation of the capacity of the cash foreign currency market in 2008

2.7 The most profitable and efficient banks for 9 months. 2008

Conclusion

Bibliography

Introduction

Marketing is a system for managing market activities. This is the planning, implementation and control of activities for the best development, production, sale of the company's products in accordance with market requirements.

Modern marketing as a philosophy guides the development of an organization, and marketing tools allow this to be successfully implemented. But the greatest effect is achieved if marketing works as a holistic management concept and organization management system

The specific result of marketing research is the developments that are used in the selection and implementation of strategy and tactics marketing activities enterprises.

The most frequently encountered problems in the process of activity of almost all enterprises is determining the possible volume of product sales or identifying the volume of product sales on the market in order to determine their market share and develop further directions for development. A market can be considered either a certain geographical territory or a set of consumers (market segment). The study of product sales volumes on the market involves determining a specific market indicator - market capacity - one of the most important market researches.

Object of study This work focuses on the definition and concept of market capacity.

Subject of study includes market capacity, which is understood as the possible volume of sales of goods (specific products of the enterprise) at a given level and ratio different prices. Market capacity is characterized by the size of population demand and the amount of product supply.

Target test work is to most fully study the market capacity, show the main advantages and try to identify disadvantages.

The objectives of the control work are:

1. Study the concept of market capacity;

2. Consider the functions, factors, methods of calculating market capacity;

3. Research an analysis of market capacity at Russian enterprises.

1. Classification of markets, basic concepts and definitions of market capacity

1.1 Market classification

In general economic terms, a market is understood as a place where both sellers and buyers, all subjects of the purchase and sale of certain goods, gather to complete the act of purchase and sale. In marketing, the market is usually understood as the totality of all potential consumers who have a need for goods in a particular industry and have the opportunity to satisfy it.

The market is created around various objects that represent some kind of value. In this regard, they talk about the market consumer goods, markets, labor market, market valuable papers, capital market, etc. Depending on the type of consumers, the following types of markets are distinguished: consumer market and organizational markets or organizational markets. The latter are divided into markets for production products - technical purpose, resale markets markets government agencies. (1)

Consumer market - a set of individuals and families purchasing goods and services for personal consumption. Markets for consumer goods are characterized by the presence of mass consumers, diverse competition, and a decentralized structure.

Product market – technical purpose – a set of organizations and individuals purchasing goods and services that are used in the production of other products. The key strategy for marketing industrial products is systematic sales, during which the buyer makes a systematic purchase.

System procurement - purchasing a package solution to a problem in order to avoid purchasing individual components of a given problem. For example, government procurement of weapons systems through general contractor instead of independently purchasing individual components of these systems separately. System procurement usually also includes a set of services.

Resale market – a set of organizations and individuals at all levels (from national to local), purchasing or renting goods and services to perform their functions.

Unlike the consumer market, the product market production and technical destination is characterized by a smaller number of buyers, but purchasing products in larger quantities. For example, the purchase of tires by automobile companies.

1.2 Concept and definition of market capacity

The main objective of market research is to determine market capacity.

Market capacity is the existing or potential volume of sales of a product over a certain period of time.

The capacity of the commodity market is understood as the possible volume of sales of goods (specific products of the enterprise) at a given level and ratio of different prices. Market capacity is characterized by the size of population demand and the amount of product supply. At each moment of time, the market has quantitative and qualitative certainty, i.e. its volume is expressed in value and physical indicators of the goods sold, and consequently, the goods purchased.

To determine the capacity of national commodity markets when preparing and conducting expert operations, the concept of “visible” consumption of goods is used, i.e. own production goods in the country minus exports and adding imports of similar goods.

Or = Vв + Vi – Ve

Or – market volume

Vв – production volume

Vi – volume of imports

Vе – export volume

Market capacity is measured in physical and/or monetary terms.

It is necessary to distinguish between two levels of market capacity:

1. potential

2. real.

The actual market capacity is the first level.

Potential capacity denotes the maximum possible sales volume in a market situation when all potential clients purchase goods based on the maximum level of their consumption. Real Capacity assessed as the achievement of actual or projected sales volume of the analyzed product.(2)

1.3 Methodology for studying market capacity

The practice of marketing research shows that data on the market capacity of certain goods and the share occupied by individual manufacturers are currently of great interest to the manufacturers themselves. They are necessary both to expand the position of a company that already has a strong position in the market, and to penetrate the market of a new company or brand.

The need for such information has already been formed: today there are many organizations that conduct this kind of research. marketing research. However, after reading reports and articles on such studies, numerous questions arise both about the methodology of conducting and about writing the reports. Therefore, I would like to raise the question of the correctness of using certain methods to study market capacity and the most common, in our opinion, errors. We think that this kind of discussion will be interesting and useful to specialists working in this field.

Studying market capacity or market demand involves determining the sales volume in a designated market of a certain brand of product or a set of brands of product for a specific period of time. (3)

The study of these parameters is usually carried out in five main areas:

1. analysis of secondary information;

2. production and sales of products;

3. costs and consumer behavior;

4. capacity calculation based on consumption rates of this type goods;

5. determination of capacity based on “reduction” of sales volumes (when the known market capacity in one region is the basis for calculating market capacity in another region by adjusting it using reduction factors).

Consider:

1. Analysis of secondary information . Includes an analysis of all documentation that may contain information about the market we are interested in and may be useful in marketing activities: statistical data, data from governing bodies, market reviews, specialized magazines and articles, Internet data, etc. However, the information obtained by such method, most often turns out to be incomplete, quite difficult to use when practical application and often of dubious reliability. (4)

2. Market research from the standpoint of production and sales of products. Includes research into manufacturing, wholesale and retail. Information obtained from this source allows us to determine real sales volumes and representation of manufacturers and brands. Given that the number of sellers is smaller than the number of buyers, such research is often carried out more quickly and costs less than consumer research. The problem is how accurate the information provided by manufacturers or sellers will be, and how representative the surveyed sample of sellers will be population(to the entire mass of those operating on the market retail outlets, selling products).

Market capacity is an indicator determined by the volume of goods or services that were sold on it over a certain time period. To measure market capacity, both monetary and physical expressions can be used. In theory, market capacity is equal to the sum of national production and imports minus the volume of exported products (this is true if inventories are constant). It is worth noting that in practice this formula is practically not used due to the difficulty of its application.

Knowing the market capacity is very important when planning business development. The market volume determines the indicators on which the company’s plans are based, and the results of its activities in a given period are also assessed.

In the absence of knowledge about the capacity of a company owned by it, it is impossible. This in turn leads to the impossibility of tracking the dynamics with which competitive fight.

Among other things, knowing the size of the market makes it possible to understand the meaning of doing business in the future. Based on this most important economic indicator, it is possible to analyze the possibility and necessity of releasing new products for each specific market segment. If the potential market capacity is not large enough, the company’s expenses on creating new products and launching them into production will not pay off.

To date, developed various methods assessments of market capacity, involving both field and One of the methods that includes both field and desk research is the method of chain relations. This method is widely used due to its suitability for assessing market capacity, both in the field of capital goods and in the field of consumer goods.

How to determine market capacity using the chain relationship method.

Initially, a working hypothesis is constructed that assumes the dependence of market capacity on many market factors. In this process, the assumption is made that this dependence has the following form:

K1, K2, etc. in this dependence are coefficients that reflect the influence of all market factors on the market volume. Each subsequent (from left to right) coefficient is tasked with clarifying the result that was obtained after introducing the previous coefficient. For example, K1 is the total population in the study area, K2 is the proportion of the male population, KZ is the proportion of men aged 18 to 25 years in the total male population, etc.;

Through desk or field research, the numerical values of all coefficients (from K1 to Kn) are subject to clarification;

Based on the coefficients, the market capacity is calculated.

For a more complete understanding of the chain relationship method, we will give a simple example. Let's calculate the market capacity of CDs with films that are sold through online stores that deliver CDs in a given region.

To construct a formula, it is necessary to clarify each coefficient, which in turn refines the previous one and is included in the chain.

K1 - the number of people living in a given region;

K2 is the share of people who use the Internet in the region’s population;

K3—income received on average by Internet users living in a given region;

K4 - share Money, allocated by Internet users in a given region for the purchase of CDs in average monthly income;

K5 - the share of income that is spent on the purchase of CDs in online stores (of the total amount of funds spent on the purchase of CDs);

K6 - the share of funds that are spent on the purchase of CDs with films.

The main objective of market research is to determine market capacity.

Market capacity is the existing or potential volume of sales of a product over a certain period of time.

To determine the capacity of national commodity markets when preparing and conducting expert operations, the concept of “visible” consumption of goods is used, i.e. own production of goods in the country minus exports and with the addition of imports of similar goods.

Or = Vв + Vi - Ve

Or - market volume

Vв - production volume

Vi - volume of imports

Ve - export volume

Market capacity is measured in physical and/or monetary terms.

It is necessary to distinguish between two levels of market capacity:

1. potential

2. real.

The actual market capacity is the first level.

Potential capacity denotes the maximum possible sales volume in a market situation when all potential customers purchase goods based on the maximum level of their consumption. Real Capacity assessed as the achievement of actual or projected sales volume of the analyzed product.(2)

Methodology for studying market capacity

The need for such information has already been formed: today there are many organizations that conduct this kind of marketing research. However, after reading reports and articles on such studies, numerous questions arise both about the methodology of conducting and about writing the reports. Therefore, I would like to raise the question of the correctness of using certain methods to study market capacity and the most common, in our opinion, errors. We think that this kind of discussion will be interesting and useful to specialists working in this field.

Studying market capacity or market demand involves determining the sales volume in a designated market of a certain brand of product or a set of brands of product for a specific period of time. (3)

The study of these parameters is usually carried out in five main areas:

1. analysis of secondary information;

2. production and sales of products;

3. costs and consumer behavior;

4. calculation of capacity based on consumption rates for a given type of product;

Consider:

1. Analysis of secondary information . Includes an analysis of all documentation that may contain information about the market we are interested in and may be useful in marketing activities: statistical data, data from governing bodies, market reviews, specialized magazines and articles, Internet data, etc. However, the information obtained by such method, most often turns out to be incomplete, quite difficult to use in practical applications and often of dubious degree of reliability. (4)

2. Market research from the standpoint of production and sales of products. Includes research into manufacturing, wholesale and retail enterprises. Information obtained from this source allows us to determine real sales volumes and representation of manufacturers and brands. Given that the number of sellers is smaller than the number of buyers, such research is often carried out more quickly and costs less than consumer research. The problem is how accurate the information provided by manufacturers or sellers will be, and how representative the surveyed sample of sellers will be of the general population (the entire mass of retail outlets operating on the market selling products).

3. Costs and consumer behavior. We study either the costs that consumers made for the products we are interested in over a certain period of time, or the frequency of purchases and volumes of purchased products together with the average retail selling price, or the consumption rates of a given product. At the same time, the study allows us to raise a wide layer of materials relating to the behavior and motivation of consumers: their attitude towards a particular brand, the volume of a one-time purchase, the frequency of purchasing a product, the expected price of a product, the degree of brand distinctiveness, brand loyalty, motivation for choosing a particular brand goods, etc. The question of the accuracy of such information is how accurately and truthfully buyers will reproduce their consumption data.

4. Calculation of capacity based on consumption rates for a given type of product . This approach is used, as a rule, for food products, raw materials and Supplies. The statistical basis for calculations is the annual consumption rates per capita and the total population. Thus, the final capacity figure is obtained by multiplying the consumption rate per inhabitant by the value of the total population.

5. Determination of market capacity based on “reduction” of sales volumes. A similar technique calculations are mainly used by companies with significant experience in individual geographic markets. The calculations use data on the actual volume of product sales in one region and factors that determine sales. Using the latter, the coefficients of bringing sales of one region to another are determined (coefficients of bringing the population, average wages, urbanization, prices, consumption patterns, etc.).

Conducting research on manufacturers and sellers of products to obtain market data is quite common for marketing company, however, there are errors here too.

As experience shows, one of the most common mistakes is failure to ensure representativeness of the sample.

Identification of cause-and-effect relationships in the market under study is carried out on the basis of systematization and analysis of data. Systematization of data consists of constructing grouped and analytical tables, time series of analyzed indicators, graphs, charts, etc. This is the preparatory stage of information analysis for its quantitative and qualitative assessment.

Processing and analysis is carried out using known methods, namely grouping, index and graphical methods, construction and analysis of time series. Cause-and-effect relationships and dependencies are established as a result of correlation and regression analysis of time series.

Ultimately, a description of the cause-and-effect relationships caused by the interaction of various factors will make it possible to build a development model in the market and determine its capacity.

Several years ago, from the lips of one of the heads of a large food enterprise (invited to lead in Rostov-on-Don from Moscow), I heard a phrase that struck me with its “non-standardity”. He literally said the following: “The rubber market is as much as we produce, so much we will sell!” However... it was not possible to sell exactly as much as they produced, and it was sent back to Moscow as it did not live up to the hopes of the business owners.

And really, how can one say that the market is “rubber”? Any sensible person understands that in a “certain territory” it is impossible to sell more than is bought there. It is this sales volume that is market capacity.

If we turn to business terminology, then in the marketing understanding - market capacity is the total effective demand of buyers for a certain product at the current price level. However, there are other definitions that are similar in essence.

Why do you need to know what market capacity a particular product or group of products has and what share the enterprise occupies in the market (as a rule, they calculate the market capacity and/or the position of the organization in this market)? First of all, in order to correctly assess the situation and dynamics of changes in the market and, accordingly, accept the only true management decisions, which will subsequently affect the viability of this enterprise or the product it produces (sells). Of course, this doesn’t always work out, but nevertheless... you have to try.

In other words, market capacity is one of the key characteristics of any market, and without deep and detailed information about this indicator, “entering it” in pursuit of bold and ambitious plans would not be entirely correct.

Key indicators of market capacity.

1. How is market capacity measured?

As a rule, market capacity is measured in physical and/or monetary terms. In this case, it is necessary to “outline” the territory in which the capacity will be calculated. As a rule, this is a city, district or region, i.e. geographically defined territory.

The year is usually chosen as a time parameter. Why exactly a year? Because many goods and services have a seasonality factor – ice cream, for example.

Example 1

passenger cars

this year

strategic development

Note:
As we can see, this assessment of market capacity is given only in physical terms.

Example 2
According to our calculations, the market capacity of crushed stone and lime screenings in the Kuguevsky district is:

2. Changes in market capacity over time.

Market capacity tends to increase, decrease, or remain unchanged. Usually, this information very important, as mentioned earlier, for making certain management decisions.

An example of changes in market capacity over time (by year)

It is clear that growth or decline is due to certain factors. Which ones? In this particular case, the expected growth in consumption is associated with an increase in funding for road construction and repair.

3. The influence of macroeconomic and other indicators.

Market capacity depends on the market need for a given product or service, as well as other factors. These factors include:

the degree of development of this market;
the appearance on the market of similar or other goods with similar properties (characteristics);
elasticity of demand;
price level;
changes in macroeconomic indicators;
product quality;
efficiency of market promotion and advertising costs;
other factors.

How do macroeconomic indicators affect market capacity? Yes, very simple! Let's look at this using the real estate market as an example. If you look closely at the main economic and social indicators Rostov region in January-December 2004, then you can see that the actually available cash income population increased by 10.5% by January-December 2003.

If there is more money, they usually either spend it or put it aside. What can you spend the money on or where can you invest it? The issue is relevant and requires a serious, balanced approach. The main factors for assessing “where?”: profitability-risk.

And if earlier the dollar was the favorite means for “snugging in” banknotes due to its stable growth, now Lately it doesn’t grow, and sometimes it even… goes down. But do you need to invest money somewhere? There aren't many options. Banks? Interest rates on deposits are unfortunately low. Where else? To real estate! Here is the rapid rise in prices, due to sharply increased demand, and this is in addition to the general rise in prices associated with increased costs, wages, etc.

If alternative opportunities for investing funds appear with higher returns than those offered by banks and low level risk, naturally they will rush there cash flows. A certain time lag will pass and the outflow of money from the real estate sector may cause a decline in prices in this sector of the economy. But this is not expected in the near future.

How is market capacity calculated?

As a rule, analytical articles provide one or another market capacity, but do not provide any justification for the “specific” figures given. Most eminent both Russian and foreign Authors, in their monographs, quite cleverly avoid specific examples and calculations.

For example, I don’t understand why the same internationally recognized F. Kotler in “Fundamentals of Marketing” pays practically no attention to such a problem as “market capacity” and “calculation of market capacity”.

I would like to immediately clarify the fact that the estimated market capacity is “an estimated or predicted value” and nothing more. Why is this so? Because this value is calculated on the basis of certain assumptions and generalizations of various facts that took place in the past, but not in the future. However, it often happens that calculated and real indicators of market capacity differ.

Mathematically, market capacity can be expressed as follows:

E = M x C; Where:

E - market capacity in natural or in monetary terms(units/year, rub./year);

M - quantity of goods sold per year (units);

C - cost of goods (rub.)

Exist different approaches and methods for calculating market capacity, I will list some of them:

Expert approach to determining market capacity;

Economic and mathematical modeling of market capacity;

A method for calculating market capacity based on statistical data, as well as a number of other methods.

Within the framework of this article, it is not possible to dwell in detail on this or that technique, because each has its own advantages and disadvantages. However, in the Author’s opinion, there is no “universal methodology or approach”; therefore, the methodology for calculating market capacity for a specific product or service must be selected individually.

The methodology for calculating the capacity of the tobacco products market, developed and tested by the Author at the end of 1999, gave following results: at a dollar exchange rate of 27 rubles. - the annual market capacity of Rostov-on-Don and the Rostov region in monetary terms was $64.1 million/year. I repeat that this is calculated value. What was she actually like? Donskaya Tabaka marketers could probably answer this question.

Carrying out calculations, you can get results with a fairly large scatter. Let's assume that in physical terms we reached certain numbers, but... data on the capacity of the cigarette market was calculated at wholesale prices. If all this is recalculated at retail prices, the result will change upward.

An example of calculating the capacity of the pig meat market in Rostov-on-Don

Meat consumption per capita, according to the State Statistics Committee, is at least 49 kg/year per capita, with a recommended norm of 74-75 kg/year.

The population of Rostov-on-Don is 1,080,000 people.

Meat market capacity in Rostov-on-Don in physical terms, kg/year.

Estimated capacity of the pork market in Rostov-on-Don in physical terms, kg/year.

We accept the cost of 1 kg. pig meat - 100 rub. Consequently, the pig meat market capacity in price terms is about 1.535 billion rubles/year.

It should be borne in mind that any calculation of market capacity has its own characteristics, and sometimes requires the introduction of certain correction factors, and the above methodology for calculating the capacity of the pig meat market is absolutely inapplicable to the Republic of Tatarstan, because Due to religious peculiarities, the structure of meat consumption there is somewhat different. That is why the choice of methodology and approach must be treated with care and attention.