Page 5: Identifying market share
The next step in the research exercise was to examine the market share held by individual branches. In particular, this involved identifying whether a branch had a greater or smaller share of the market than would be expected, given its customer profile. Some branches had a higher share of the market than would have been expected, which indicated their strength. Others, however, had a lesser share of the market than would be expected, and so provided an opportunity for improvement.