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.

Innovation in infant nutrition
Cow & Gate logo

Find out how Cow & Gate used marketing theory to thrive in the food & drink industry by downloading our premium case study.

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

Live, breathe and wear passion
Diesel logo

Discover how Diesel used marketing theory to succeed in the fashion industry by downloading our premium case study.

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

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

Using the marketing mix to drive change
Parcelforce Worldwide logo

Learn how Parcelforce Worldwide employed marketing theory to succeed in the logistics industry by downloading our premium case study.