Market share can be decomposed into three components, namely:
- Penetration Share
- Share of Customer
- Usage Index
The following video explains how these three components work together to calculate overall market share.
About The Author
Geoff Fripp
Geoff Fripp is a highly experienced marketing lecturer, a published textbook author, and has had an extensive corporate career in marketing. He has taught marketing at all levels for more than 20 years across ten different Australian universities, and has held senior marketing roles at six firms, primarily in the financial services sector.
Related Posts
Positioning Example: Banks versus Credit Unions
A Good Example for Understanding PositioningPositioning is how the firm or brand wants to be perceived by consumers relative to its competitors. It is a…
Different Execution of a Communication Message
What is meant by “execution” in an advertising sense?In advertising and communication programs, one of the challenges is to execute a good creative idea.Marketing students…
The role of the marketing mix
The marketing mix has been a fundamental concept of marketing textbooks the past 50 years or more. This article explores the benefits and the role…
Video example of the promotional era
The difference between the marketing concept and the promotional eraIn a number of marketing textbooks, one of the topics that they address in chapter 1…