Abstract   Title: Importance of estimation of market potential- a case of Sandvik Tooling   Level: Bachelor Degree in BusinessAdministration, 15 ECTS-Credits in Marketing   Author: Mi Tegnér   Supervisor: Akmal Hyder   Date: 2011-05   Aim: The aim of this thesis is to study in which waySandvik Tooling and certain other international companies’ measure and estimatethe market potential   Method: I have used a qualitative method. This meansthat I have focused on the big picture rather than solely on parts from thecollected material. The qualitative method was based on interviews with 12respondents, both within Sandvik AB and with employees from other internationalcompanies. Furthermore, I have made an interconnection between my empirical andtheoretical part in order to draw conclusions on the findings.   Result & Conclusions: The study shows some importantfactors, which may affect a company´s effort to measure and estimate the marketpotential. They are; gaps may easily appear when customers and companies havedifferent views on quality, price and productivity, too large amounts ofinformation, the importance of new ideas and perspectives. A company canminimize their problems and any errors within the collected material if theywork after similar framework, consisting of clear structures and methodologies.   Suggestions for future research: Future research could be to do asimilar study, to identify methods to measure and estimate market potential forSandvik Tooling but within an international setting. Then compare this resultwith my result to see in which way the perception of market potential differsin the different countries.   Contribution of the thesis: From my research, I have got an understandingthat the process of measuring and estimating companies market potential is notan easy mission. Especially among the companies, which consist of differentbusiness areas, product areas and segment areas. I hope the study will beinteresting for the employee´s working with market potential and businessdevelopment, to see that people within the same company may have differentviews about this subject. I also believe that managers in general would benefitfrom this study, to understand that their employees would like to see a moresimilar framework within the company, when it comes to measure and estimatemarket potential. During this thesis, I found a deficiency of scientificarticles about the subject, measuring a company´s market potential. It had beeninteresting to see if my results corresponded to previous results in the samesubject.   Key words: business areas, benchmarking, estimation,market potential, market shares, measuring

Entreprenörer har egenskaper och förmågor som är attraktiva för många företag, bland annat har de ofta en kreativ sida som kan utveckla mycket innovativa produkter och tjänster. Samtidigt är entreprenörer drivstarka, kundorienterade, har ett uttalat affärssinne och ser oftast möjligheter istället för problem. Detta arbete gjordes för att undersöka hur entreprenörer skulle kunna påverka företag och om de skulle vara intresserade av att anlita en entreprenörkonsult. Man skulle alltså kunna placera en entreprenör i en konsultroll, för att sedan hjälpa företag att utveckla nya, innovativa produkter och tjänster. Undersökningen har gjorts genom en blandning av litteraturstudier och intervjuer, där personer från företag som Atlas Copco, Electrolux, Ericsson och Oracle har fått ge sin syn på området. Arbetet har utförts med hjälp av Semcon AB, där även intervjuer har gjorts med konsulter för att undersöka problemet från olika vinklar. Resultatet definierar hur en entreprenör kan användas som konsult och vilka egenskaper som är attraktiva för företag att ta till vara på. Dessutom berörs begrepp som intraprenörskap och innovation, där kopplingar görs till hur dessa förstärker företagens konkurrenskraft samtidigt som det underbygger entreprenörkonsultens möjligheter. / Entrepreneurs have characteristics that are extremely attractive for many companies, amongother things; they often have a very creative side which can produce innovative products and services. Meanwhile, entrepreneurs are driven to succeed, customer-oriented and do usually see possibilities instead of problems. This study was done to investigate how entrepreneurs could affect companies and if they would be interested in hiring an entrepreneur-consultant. The study was conducted through a combination of literature studies and interviews, where people from companies such as AtlasCopco, Electrolux, Ericsson, and Oracle have given their view of the subject. The study  has been performed with help from Semcon AB, where interviews were conducted with consultants to examine the problem from different angles. The results define how an entrepreneur can be used as a consultant and the skills that are attractive for companies to take advantage of. In addition, terms like intrapreneurship and innovation are analyzed. Connections are made between these two and how they enhance  he competitiveness of firms at the same time as it enhance the possibilities of the  entrepreneurconsultant