Market-share analysis : evaluating competitive marketing effectiveness

"In this era of intense international and domestic competition, market shares command the attention of business managers as key indices in measuring the performance of a product or brand in the market place. Given that market shares are used as market performance indices, it is desirable to have thorough knowledge of the processes which generate market share figures and to be able to analyze the impact of their own actions on market shares, as well as their profit implications.MARKET-SHARE ANALYSIS provides a framework for analyzing market shares for both product and brand. The reader will find various models, the most prominent of which is called a “multiplicative competitive interaction (MCI) model”; this model is based on a simple idea that market shares are equal to the shares of attraction of respective brands, and that marketing instruments interact to determine the attraction of each brand. MARKET-SHARE ANALYSIS illustrates how using appropriate market share models not only increases the analyst’s understanding of the market and helps the planning process, but also facilitates the analyst’s task considerably in doing so. MARKET-SHARE ANAYSIS shows that the communication of the results of the market share analysis in a firm is greatly facilitated by the adoption of a meaningful model.".