Chapter 6: Market Analysis Using SAS Enterprise Guide
Penetration and Share of Wallet
Introduction
Chapters 1 through 5 focused on general knowledge and techniques that laid the foundation for many types of data analysis. In this chapter, you will explore a more specific topic: competitive analysis.
When your company sets its strategy, the first questions to answer are as follows:
• What are the strengths and weaknesses of our primary competitors as compared to us?
• What is our market share and how can we increase it?”
For most industries, data sources are available that allow companies to determine their market share, or “share of ...
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