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Where it can be applied, however, the market growth rate says more about the brand position than just its cash flow.
Hewlett-Packard's shipments rose 25.5 percent, seven times the overall market growth rate.
A simple means of forecasting the market growth rate is to extrapolate historical data into the future.
Important inflection points in the market growth rate sometimes can be predicted by constructing a product diffusion curve.
The company says it wants to beat market growth rates and will do so by picking out particular categories and brands to push most.
Yet the best-case scenario for 2010 suggests even a slight economic recovery will boost demand and increase market growth rate by 10pc against 2009.
"We're not here to make a quick buck," said Mr. Polet, whose three-billion-euro target is based on an annual market growth rate of 4 to 7 percent.
It was reasoned that one of the main indicators of cash generation was relative market share, and one which pointed to cash usage was that of market growth rate.
The corporation would categorize its business units as "Stars", "Cash Cows", "Question Marks", and "Dogs" (originally "Pets"), and then allocate cash accordingly, moving money from "cash cows" toward "stars" and "question marks" that had higher market growth rates, and hence higher upside potential.
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