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25 Need-To-Know Key Performance Indicators by Bernard Marr

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Chapter 5

Relative market share

  • Why: To better understand your market position
  • What: To measure how large your share of a market is compared to your competition
  • When: When a company wants to grow or maintain market share in specific markets
  • The question this indicator helps you to answer: how well are we developing our market share in comparison to our competitors?

Why does this KPI matter?

The relative market share metric essentially indexes a firm’s or a brand’s market share against that of its leading competitor and therefore gauges its true market strength and identifies opportunities for improvement. To explain, whereas 20% might be the dominant market share in many markets, it might be a distant number two or lower than others: hence ...

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