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.

Re-focussing a company's culture and marketing mix
Argos logo

Find out how Argos applied marketing theory to prosper in the retail industry by downloading our premium case study.

Innovation in infant nutrition
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Learn how Cow & Gate applied marketing theory to succeed in the food & drink industry by downloading our premium case study.

Protecting the marketing mix through intellectual property rights
Intellectual Property Office logo

Learn how Intellectual Property Office applied marketing theory to thrive in the public sector industry by downloading our premium case study.

Creating the right marketing mix
Motorola logo

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

The use of the marketing mix in product launch
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Learn how NIVEA used marketing theory to succeed in the manufacturing industry by downloading our premium case study.