Two broad areas of growth – the market itself and market share The opportunity for growth in unit sales is underpinned by two aspects: The level of growth in the marketplace – that is, the growth phase of the product life-cycle, where new consumers start purchasing the product category for the first time – this … Read more…
When to use market share? The market share metric is relevant in the following circumstances: reasonably accurate information of most/all key competitors sales is available, the firm has a good understanding of the scope of its market/s and the competitive position of the brand is important. Therefore, it is more commonly used for firms/brands that … Read more…
Here you can download the free Excel template to calculate market shares Remember to check out all the free Excel templates available on Market Share Calculations The market share spreadsheet should look like this when you open it…
There are three free Excel templates available for download on this site. Please go to their download pages on the site, as follows: Template for market shares and price premium Template for relative market shares Template for market concentration
Hierarchy of effects model and share of minds and share of hearts There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model usually included in a Philip Kotler marketing textbook. However, as this website is dedicated to … Read more…
Unit market share or dollar market share? When calculating relative market shares, a decision needs to be made of whether to monitor relative market shares based upon unit sales or based upon revenue share? Most firms would utilize and review both metrics. It is unlikely that a firm would calculate one of these metrics and … Read more…
Relative Market Shares – Not Against the Market Leader Not all firms are interested in bench-marking themselves against the market leader – which is the more common calculation of relative market shares. Indeed, for many small firms, this may be a relatively meaningless metric. Instead these firms might vary the calculation of relative market share … Read more…
As a benchmark against the market leader Relative market share is a marketing metric that is essentially used as a benchmark against the market leader. Market shares will move around for many reasons and underlying factors, but this metric allows the brand to track their performance against the biggest brand in the marketplace. It allows … Read more…
Here is the download link for the Free Excel template for relative market shares Please check out all the free Excel spreadsheets available for download on Market Share Calculations. The relative market shares template should look like this…
The Herfindahl-Hirschman index (HHI) is a measure of market concentration. It is calculated by squaring each of the market shares.
