Market Share Data*

Definition
Example of Product Market Share
Example of Industry Market Share
Printed Sources of Market Share Data
Online Sources of Market Share Data


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Definition of Market Share

Market share is a measurement of the portion of sales a company has either with a specific product or with the industry.

Market Share is the ratio of sales of the specific product or company to the
total sales of the specific product category or industry
.

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Market Share of a Product

For example letís take, Whamo Treat, the chewy, chocolaty, peanuty candy bar extravaganza, made by the Whamo Company. Assume there are 4 other companies making a similar candy bar. Following is data for them.

Chewy, chocolaty, peanuty candy bar Market

Candy Bar

Sales in 000 of $

Market Share

Whamo Treat

1,240

33.4

Zappo Wonder

1,040

28.0

Kazowi Great

789

21.2

Nutzo Carmel

545

14.7

Wowie Nut

100

02.7

Total Sales

3,714

If we compare this one product Whamo Treat and define their competition as the four (4) other bars listed, then Whamo Treat has a market share of 33%. $1,240,000 divided by $3,714,000.

Market Share is the ratio of sales of the defined product to the
total sales of the defined market
.

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Market Share of an Industry

In the above example we looked at a specific product Ė the Whamo Treat. Now we want to compare companies. Assume there are a total of 5 companies being compared. It may be that there are many more companies in the industry but these are the mass market manufacturers and they produce over 80% of the candy manufactured and sold in this country.

On the other hand you may find you have to include more companies depending on your definition of the competition (or on the definition your professor assigns you).

Candy Companies

Company

Sales in 000 of $

Market Share

Martian Inc

13,000,000

42.4%

Nestly Sugar

8,000,000

26.1%

Hershis Candy

6,000,000

19.6%

Whamo Company

3,000,000

9.8%

Mecco Sweets

675,000

2.2%

30,675,000

In comparing Candy Companies we find that Whamo has only 9.8% of the market share among these companies.

When you find this type of information a source will usually be indicated. It should be noted that one of the largest candy companies Mars Inc is a privately held company and is not required to reveal much about its operations. In this case much of the information may be guestimation.


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Printed Sources of Market Share Information SJU Queen Campus

Market share reporter. Ref Bus HF5410.M35 First Floor Reference Desk
U.S. Market Trends & Forecasts. Ref Bus HF5415.U7 1999 First Floor Business Reference Area
World market share reporter Ref Bus HD2757.15 W67 First Floor Business Reference Area
Standard & Poorís Industry Reports - First Floor Reference Desk
U.S. industry profiles Ref. Bus. HD30.27 U7 First Floor Reference Desk
Directory of Business Periodical Special Issues Ref ZHF5001 D47 First Floor Reference Desk
Guide to Special Issues and Index of Periodicals Ref Z7164.C81 G85 First Floor Reference Desk

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Online Sources of Market Share Information

Ebsco Host

Search examples to find market share data in Ebsco Host. market n7 share and [industry name]
market n7 share and [company name]
Proquest Direct Search examples to find market share data in Proquest Direct. market w/7 share and [industry name]
market w/7 share and [company name]
Lexis-Nexis Search examples to find market share data in Lexis-Nexis

market w/p share and [industry name]
market w/p share and [company name]

* Names and data are fictional.

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This page was created and is maintained by P. Charles Livermore, BA, MLS, MBA, Reference Supervisor, St. John's University.

Last update: May 10, 2000.

It should be noted that while I am an employee of St. John's University this page is not under their control in any way. St. John's University should not be held responsible for the accuracy, or for that matter, the inaccuracy, of any information, the opinions or any thing else which might appear here.

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