Here you can download the free Excel template for market concentration
This template also calculates theHerfindahl-Hirschman index.
Please check out the other free Excel templates on this website.
The spreadsheet should look like this…
Category: Metrics
Market concentration
What is market concentration?
The market concentration marketing metric uses unit market shares to determine the extent of dominance by the large players in the marketplace. It is a key metric to measure the intensity of competition within a … Read more...
BCG Matrix Formulas
There are relatively few calculations required in order to construct effective BCG matrix. Probably the most difficult decision is to define the market – as there are often numerous ways of defining the market, as is further discussed below.
In … Read more...
Market share in the BCG Matrix
Quick Overview of the BCG Matrix
For those people familiar with the BCG matrix, you should recall that the horizontal axis measures relative market share.
This is the more important of the two dimensions. A high or low … Read more...
Variations of market share
Important Note: There are lots of ways of looking at market share – see list below.
It would be a mistake for a firm to rely upon one market share measure only. Assuming that the firm has access to competitive … Read more...
Examples for calculating market shares
Market share is a generally easy metric to calculate provided you have access to unit and revenue sales. This is relatively common in a retail setting where the sales information is captured by a point-of-sale terminal on an industry basis.… Read more...
Price premium metric
What is the price premium metric?
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.
This particular marketing metric is often of interest … Read more...
Decomposing Market Share
As we know the market share formula is as shown in the following diagram:
The three components of market share
It is possible to decompose market share into three components, namely
- Share of customer
- Penetration share and
- Usage index
Let’s … Read more...
Market Shares: Overview and Formulas
Market share is a measure of how the brand/firm is performing relative to its competition.
The measurement of market share is a relatively common marketing metric. There are two main types of market share metrics, namely unit market share and … Read more...
Decomposing Market Share: VIDEO
Available versus unavailable consumers
Firms will often have the goal of increasing market share. Increased market share is primarily delivered through winning a greater proportion of the market’s business. In particular, one or more of the following situations must occur for a firm/brand to … Read more...
How to decompose market share: VIDEO
Market share can be decomposed into three components, namely:
- Penetration Share
- Share of Customer
- Usage Index
The following video explains how these three components work together to calculate overall market share.
Advertising awareness and recall metrics
Advertising awareness metrics
In addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand … Read more...
Brand awareness metrics
Brand awareness: often the first marketing communications goal
Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...
Hierarchy of effects model and share of hearts
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 … Read more...
Relative market shares
What is relative market share?
Relative market share is a marketing metric used to compare the firm’s market share to the largest competitor in the market. When calculating relative market share, the market leader’s market share is used as the … Read more...
Using relative market share in the BCG matrix
Quick Overview of the BCG Matrix
For those people familiar with the BCG matrix, you should recall that the horizontal axis measures relative market share.
This is the more important of the two dimensions. A high or low relative … Read more...
Quick Online CLV Calculator
Free online CLV calculator
The following free online CLV calculator is ideal for quick calculations of customer lifetime value. If you need a more detailed calculation of customer lifetime value, please download the free Excel template for calculating customer lifetime … Read more...
Full CLV Calculator (with Financials)
How to Use the Full CLV Calculator
You only need to enter four numbers – please only type over the numbers in the white cells – the numbers in the orange cells are automatically calculated for you.
To calculate the … Read more...
Videos on CLV
There are five CLV videos available here:
- Using the free Excel CLV template (available for download on this site)
- A step-by-step guide to the CLV formula and calculation
- Using Excel to calculate CLV (without the above template)
- A guide to
