Instructions: Using secondary data sources data, estimate market penetration (%) for the following target market: Disposable diapers in Alberta in 2016 Based on the period 2014 - 2016 For Alberta born infants, age newborn to 27 months Statistics Canada: 1. Number of live births in Alberta for the three-year period 2014 - 2016. https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=1310042901 2. Neonatal deaths (age 0 - 27 days) in Alberta for the period 2014 - 2016. https://www150.statcan.gc.ca/t1/tbl1/en/tv.action?pid=1310071301&pickMembers%580%5D=1.1 https://www150.statcan.gc.ca1/pub/91-209-x/2018001/article/54957-eng.htm Product category estimates: 1. On average, 5% of surviving babies unable to use disposable diapers due to allergic reaction to the gel. The reaction is 0.5% higher across the prairie provinces (Health Canada, 2016) 2. Canadian landfills receive 5.5 million disposable diapers per day. Twelve percent (12%) of the diapers are sent to Alberta landfills (Environment Canada, 2015). 3. A recent study suggests 19% of new mothers are concerned about the environmental effect of disposable diapers in landfills (Environics, 2017). 4. Average usage rate per day for diaper products (BHAP, 2016): Newborn - 1 years old 1 - 2 years old 2 -3 years old 10 / day 7 / day 3 / day