The ATAR forecasting model is generally used to help marketers forecast sales volumes, sales revenue and profit contribution, primarily for new products, but it can be used for any marketing campaign or project.
When calculating market shares a decision needs to be made of whether to monitor relative market shares based upon unit sales or based upon revenue share?
Relative Market Share (RMS) is a measure of a company’s performance in comparison to its competitors. It is calculated by dividing a company’s own market share by the market share of its largest competitor.
Market share is an easy metric to calculate provided you have access to unit and revenue sales. Here are some examples, and grab the free market shares Excel template as well.
Price premium refers to the brand’s price to the consumer relative to a key competitors price or relative to the average price charged in the marketplace. There are two ways to calculate price premium, depending upon whether or not we have access to market share information.
This articles outlines the main INTERNAL factors that influence a firm’s price decision, namely marketing objectives, marketing strategy, and cost structure.