Market Share: Advanced Application
Market share is one of the most important metrics in business strategy. It measures the percentage of a market—defined in either unit terms or revenue terms—captured by a specific company. A market can be defined in many ways, such as product categories, geographic regions, sales channels, or customer segments. There are two primary types of market share: Unit Market Share (Volume Share) – This is based on the number of units sold. Revenue Market Share (Value Share) – This is based on the total sales revenue generated. Both are useful, but they reveal different aspects of competitive performance. Unit share shows how many products are sold relative to competitors. Revenue share shows how much money those sales generate, taking price differences into account. Key Formulas The calculation of market share follows simple ratios. Yet, their interpretation requires strategic thinking. Unit Market Share Unit Market Share (%) = Unit Sales (#)/Total Market Unit Sales (#) If a compan...