High Level Design

Overview

Relative market share indexes a firm’s or a brand’s market share against that of its leading competitor. For example, if a company sells one out of every four computers, it has a 25 percent market share in computers. The relative market share measures the company’s market share compared with the percentage of the market it does not control. According to studies, relative market shares of 33 percent or larger are considered strong.

Dashboard Example (sample data)

Click on the image to open and interact with the dashboard:

Growth Share - Marketing Dashboard

Goals

Assess a firm or a brand’s success and its position in the market.

Objectives

  • Benchmark a firm’s or a brand’s share against that of its largest competitor
  • Produce a Growth–share matrix to “map” the organization’s product (or service) strengths and weaknesses in terms of current profitability, as well as likely cash-flows.

KPI Architecture

Objectives KPIs Measures Data Source
Benchmark a firm or a brand’s share against that of its largest competitor and compare it to the company’s growth Relative Market Share (%) in Revenue terms Organization’s market share in $ / Largest Competitor’s Market Share in $ Annual market research reports
Relative Market Share (%) in Unit Sold terms Organization’s market share in # / Largest Competitor’s Market Share in # Annual market research reports
Market growth rate (%) in Revenue terms ([Revenue, selected year] – [Revenue, previous year]) / [Revenue, previous year] Annual market research reports
Market growth rate (%) in Unit Sold terms ([Units Sold, selected year] – [Units Sold, previous year]) / [Units Sold, previous year] Annual market research reports

Data Requirements

# Source Table Name Table Details (type, # rows, key fields)
1 Annual market research reports MarketShare Fact – annual sales details
2 Annual market research reports dim_Region Dimension – list of regions
3 Annual market research reports dim_Dates Dimension – calendar
4 Annual market research reports dim_Brands Dimension – list of brands

Data Modeling (Elasticube Design)

Suggested data model for growth share analysis