Sizing a market entry: toothpaste in urban Indonesia
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| Input | Value | Year |
|---|---|---|
| Population, millions (IMF) | 284.4 | 2,025 |
| Urban share, percent (World Bank) | 59.4 | 2,025 |
| Real GDP growth, percent (IMF projection) | 5 | 2,026 |
| Inflation, percent (IMF projection) | 3 | 2,026 |
| Spending per urban person, USD a year (illustrative assumption) | 3 | 2,026 |
Sources: IMF World Economic Outlook database (April 2026); World Bank World Development Indicators; checked 2026-10-01. The spending figure is an assumption for practice, not data.
The prompt
A fictional European oral care brand is thinking of entering Indonesia, starting in cities. Using the data shown (IMF and World Bank figures, plus one illustrative assumption of USD 3 spent on toothpaste per urban person per year), size the urban toothpaste market today and next year.
Practice with a partner
1. Send the interviewer link to a friend. They read the case aloud and hold the answers.
2. You open the candidate view: you see only the prompt, a timer and a notes box.
3. Speak the case out loud. Your partner shares data when you ask, then scores you with the rubric.
Interviewer view
For the person running the case
Candidate view
For the person answering the case
Clarifying questions, with the interviewer's answers
The exhibit
| Input | Value | Year |
|---|---|---|
| Population, millions (IMF) | 284.4 | 2,025 |
| Urban share, percent (World Bank) | 59.4 | 2,025 |
| Real GDP growth, percent (IMF projection) | 5 | 2,026 |
| Inflation, percent (IMF projection) | 3 | 2,026 |
| Spending per urban person, USD a year (illustrative assumption) | 3 | 2,026 |
Sources: IMF World Economic Outlook database (April 2026); World Bank World Development Indicators; checked 2026-10-01. The spending figure is an assumption for practice, not data.
My notes on this case
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