Justification of the Methodology for Determining the Market Capacity of Organic Fertilizers in a Russian Region

The article discusses the current status and future development prospects of the organic fertilizer market in Russia. The algorithm for assessing the market capacity of bioactive organic fertilizers is introduced along with the outcomes of market potential evaluations using data from an individual agricultural region in Russia. The procedure for determining the reliable, actual and available capacity of the fertilizer market is described in detail. Provision indicators are presented for determining the capacity of the b2c (consumer) market: the average market price for the product, target audience, the frequency and volume of sales made per year. The described calculation methods may be used when studying management decisions regarding business development in the B2C market using fertilizers.