December 2017
Intermediate to advanced
390 pages
7h 51m
English
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Chapter 9 Market Share
Measurement Need
Market share is used by marketing managers to measure their firm’s relative market position vis-à-vis competitors in its market.
Solution
Market share describes a company’s sales (units or dollars) as a percentage of total sales volume in a specific industry, market, or product area. Market share is calculated with the following formula:
Where
Mit = company i’s market share in time t expressed in percentage terms
Sit = sales of company i in time t (in units or dollars)
ΣSit = sum of all sales in time t (in units or dollars)
To illustrate, Singapore Airlines had approximately US$11 billion in revenues in FY2016 (S$15.228 billion)i out of total global airline market ...
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