Market share analysis indicates how well a firm is performing compared to competitors. It considers factors like unit sales, user base, market definition, competitors included, and time frame to estimate a firm's market share. A complete analysis requires determining the total market size, growth rate, market share breakdown, market segmentation, key players in each segment, SWOT analysis of strengths and weaknesses, emerging opportunities and threats, business continuity plans, and setting a target market share based on the analysis.

1. Rashmiranjan
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2. .
Definition of market share analysis-
Market share analysis is a part of market
analysis and indicates how well a firm is doing
in the marketplace compared to its competitors
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3. factors to help estimate the market share:
unit or dollar sales,
user base (since piracy and brand switching
effect),
market definition (scope of definitions),
scope of denominator (which other brands
included),
time frame length,
product definition (brand, product line, or
strategic business unit).
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4. A market share analysis need :
Total Market Size refers to the annual business volume in
currency or in number of transactions;
Market Growth Rate refers to the Compounded Annualized
Growth Rate(CAGR) taken over a period of 3 to 5 years;
Market Share is the breakup of market size in percentage
terms, to help identify the top players, the middle and the
"minnows" of the marketplace, based on the volume of
business conducted;
Market Segmentation Some of the factors that determine
the market are price, quality, speed of service, ease of
maintenance, and points of distribution. By mapping on
quality and price parameters, it is possible to identify
graphically the spaces which are crowded by service
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providers and which are the relatively empty spots;

5. Continue……………….
Key Players i.e.the top players in each segment of the
market. The extent to which they provide premium
quality, or premium service or price advantage, can help
identify future target segments;
Swot Analysis. The strengths of players as well as
weaknesses/areas of improvement are needed to combat
the onslaught in a marketing warfare. Strength and
weakness include brand equity, geographic
presence, strong management/leadership, technological
edge, and patent/copyrights.
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6. Continue……………….
Emerging Opportunities should be identified which
could make the market grow faster/larger or acquire
business more easily. Similarly, are there threat factors
that could reduce the total market size. These could be
due to regulatory guidelines, changes in fashion
trends, consumer preference, macro economic events
like currency crisis, import/export, war, natural
calamity, or demographic shift;
Business Continuity Plan: While planning for market
share analysis, the worse must be planned for to ensure
continuity of the concern in the event of a calamity.
Companies which have a continuity plan usually
sustain shocks better and ensure achievement of
targeted market share.Rashmiranjan
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7. Continue……………….
Target Market Share: Based on the above analysis, it
is possible to arrive at the overall market size for the
assessment period, and thereby decide on the volume
of business the firm targets to achieve during the
period. This helps determine the firm's targeted market
share. This also helps budget for activities like
budgeting for R&D, sales promotion, marketing, and
training
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8. Rashmiranjan Das.
PGDM 1st yr. 2nd sem (Marketing)
Roll No.-4010
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