Market Share Analysis Competitive Base Marketing

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Market Share AnalysisCompetitive Base Marketing

• Ted Mitchell

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• Market Share is a fundamental measure of our
  competitiveness and effectiveness in attracting
  customers to our business
• A classic measure of Business Strength

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The BCG Portfolio Model
?
High
Market Growth
Low
Low
Market Share
High
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Types of Share

• By Share of Total Market
• By Share of Total Quantity Sold
• By Share of Total Industry Sales Revenue
• By Share of Total Customers
• by Share Relative to Average Share,
• By Share Relative to Leaders Share

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Also a Share Development Index

• Share Development Index
• SDI

Actual Market Share Potential Market Share
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Market Share
Our Sales Revenue Total Industry Sales
Our Sales Volume (Units) Total Industry Sales
Volume (Units)
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Four Types of Analysis

• Market Share by Budget or Market Share Theorem
• 2. Market Share Analysis by its Four Components
• 3. Chain Probability of Purchase Hierarchy
• 4. Switching and Retention

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• Questions?