### 날짜 : 2023-12-22 08:59 ### 주제 : Market Share Analysis ---- ## 12.3 Market Share Analysis > **Market share** refers to the percentage of total sales or revenue that a company or product holds within a specific market or industry. It is a measure of a company's relative strength and position in a given market segment. Market share is typically calculated as follows:  ### Importance of Market Share: 1. **Competitive Benchmarking:** Market share analysis allows you to benchmark your company's performance against competitors. It helps answer questions like, "How does our market share compare to that of our main rivals?" 2. **Strategic Decision-Making:** Understanding your market share guides strategic decision-making. It influences decisions related to product development, pricing strategies, marketing investments, and expansion plans. 3. **Growth Assessment:** By tracking changes in market share over time, you can assess the effectiveness of growth strategies. It helps identify whether your company is gaining or losing ground in the market. 4. **Resource Allocation:** Market share insights aid in resource allocation. Companies can allocate resources, such as marketing budgets and product development efforts, more efficiently by focusing on areas where they have growth potential. ### **How to Perform Market Share Analysis:** Here are the key steps to perform effective market share analysis: 1. **Define Your Market:** Clearly define the market or market segment you want to analyze. Markets can be defined by factors such as geography, product type, customer demographics, or industry verticals. 2. **Gather Data:** Collect data on market size and your company's sales or revenue within the defined market. You'll also need data on competitors' sales or revenue within the same market. 3. **Calculate Your Market Share:** Use the following formula to calculate your market share:  - Your company's sales or revenue should be specific to the defined market. 4. **Calculate Competitors' Market Share:** Perform the same calculation for each of your major competitors within the market. 5. **Analyze Trends:** Track changes in market share over time. Assess whether your market share is increasing, decreasing, or remaining stable. Identify patterns or trends. 6. **Identify Strengths and Weaknesses:** Analyze the reasons behind changes in market share. Consider factors such as pricing, product quality, marketing effectiveness, and customer satisfaction. 7. **Segmentation:** If applicable, segment your analysis further. You can calculate market share for different product lines, customer segments, or geographic regions to gain more detailed insights. 8. **Competitive Positioning:** Use market share data to position your company in the market. Are you a market leader, challenger, follower, or niche player? Understanding your position helps in developing appropriate strategies. 9. **Actionable Insights:** Based on your analysis, derive actionable insights. Determine if you need to adjust pricing, increase marketing efforts, enhance product offerings, or explore new markets. 10. **Monitor Competitors:** Continuously monitor competitors' market share and strategies. Competitive intelligence can reveal opportunities and threats. 11. **Forecast Future Trends:** Use historical market share data to forecast future trends. This can inform long-term strategic planning. 12. **Share Insights:** Share market share insights with key stakeholders, such as executives and marketing teams. Collaborate on strategies and initiatives to maintain or improve market share. ### Methods for Calculating Market Share: 1. **Unit Sales or Revenue:** This is the most common method, where market share is calculated by comparing the company's sales or revenue to the total market sales or revenue. It's expressed as a percentage. 2. **Customer Count:** In some cases, market share can be calculated based on the number of customers a company has compared to the total number of customers in the market. 3. **Volume or Quantity:** This method is used when products are measured by quantity or volume, such as gallons, pounds, or units sold. ### Interpreting Market Share Data: Interpreting market share data involves assessing your company's position relative to competitors and understanding the implications for your business. Key points to consider: - **Market Leadership:** High market share indicates market leadership, while low market share suggests a smaller presence. Market leaders often have more influence and resources. - **Competitive Positioning:** Analyze whether you are a market leader, challenger, follower, or niche player. This helps determine your competitive strategy. - **Market Trends:** Monitor changes in market share over time. A declining share may signal a need for strategic adjustments, while a growing share may indicate successful strategies. - **Customer Preferences:** Market share data can reveal customer preferences. Understand why customers choose your products or services over competitors. ### Strategies for Increasing Market Share: 1. **Product Differentiation:** Develop unique features, quality, or value propositions to attract more customers. 2. **Pricing Strategies:** Adjust pricing to be competitive or offer better value. Price discounts or bundling can be effective. 3. **Marketing and Promotion:** Invest in marketing campaigns to raise awareness and create demand. 4. **Distribution Channels:** Expand distribution channels to reach more customers. 5. **Customer Experience:** Improve customer service and support to enhance loyalty and attract new customers. 6. **Innovation:** Continuously innovate and adapt to changing customer needs and market trends. 7. **Acquisitions:** Acquiring competitors can increase market share quickly, but it comes with integration challenges. 8. **Market Expansion:** Enter new geographic regions or target new customer segments. In conclusion, market share analysis is a critical component of strategic planning. It helps companies understand their competitive position, identify growth opportunities, and make informed decisions to increase their market presence. By regularly monitoring and interpreting market share data, businesses can stay agile and responsive to market dynamics. ### 출처(참고문헌) - ### 연결문서 - [[12.2 Marketing ROI (Return on Investment)]] - [[12.1 Key Performance Indicators (KPIs)]]