Marketing illustration Marketing theory

Market Share

Market share is a term that is used to describe proportions of particular markets that are supported by a number ofbusinesses,brands orproducts. Market share is shown as a percentage and calculated by thesales of a business overtotal sales in the market times100%.

By measuring market share, businesses can be indicated asmarket leaders. This may influence other companies who either wish to follow the market leader or to help the leader to maintain its position. A businesses level of market share may also be an indication of its success or failure, either as a company or because of itsstrategy.

Care is needed when analysing the market share of a business. Market share can be measured in different ways and calculated as the sales of a business as a percentage of total market sales. Sales, too, can be calculated in multiple ways, it may be the value of sales or as the volume of sales.



Supporting Documents

These downloads will help to put marketing theory into context using real world examples from real businesses.

Using the marketing mix in the fashion industry
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Learn how Ben Sherman used marketing theory to thrive in the fashion industry by downloading our premium case study.

Meeting customers' needs
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Learn how Travis Perkins used marketing theory to prosper in the construction industry by downloading our premium case study.

Meeting customers' needs in growth markets - online gaming
BT logo

Learn how BT applied marketing theory to prosper in the telecommunications industry by downloading our premium case study.

The use of social media in promotion
National Trust logo

Discover how National Trust employed marketing theory to succeed in the non-profit industry by downloading our premium case study.

Sponsorship as part of the marketing mix
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Learn how Ford applied marketing theory to prosper in the automotive industry by downloading our premium case study.