Relative market share

Strategic perspective

Marketing and sales perspective

Key performance question this indicator helps to answer

How well are we developing our market share in comparison to our competitors?

Why is this indicator important?

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 the importance of the word ‘relative’. There are no global benchmark figures for market share that cross industries and sectors – such a figure ...

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