Relative Market Share

High Level Design

Overview

In order to evaluate the strength of a particular firm within a specific market, relative market share can shed some light into new opportunities for improvements, compare performance vis-a-vis a different market, and more. For instance, 30% market share might sound like a good place to be. However, when it is normalized according to a leading competitor which has 65%, the 58% relative market share emphasizes the distance from the market lead and indicates that there is a lot of room for improvement.

Goals

Increase revenue under the assumption that increasing the company’s relative market share will generate more cash.

Objectives

  • Assess the company’s relative market share to the market lead.
  • Assess the company’s growth potential.

KPI Architecture

Objectives KPIs Measures Data Source
Assess the company’s relative market share to the market lead Market Share Market Share –

[Total Revenue]/([Total Revenue],all([Name]))

Excel\Brand performance;Excel\Brands
Market Lead Share Market Lead Share
– max([Name],[Market Share])
Excel\Brand performance
Relative Market Share Relative Market Share –

Market Share/Relative Market Share

Excel\Brand performance
Assess the company’s growth potential Growth Growth –

(Current year revenue – Last year revenue)/Last year revenue (Thresholds: Red: < 0; Orange: < 0.25; Green >= 0.25)

Excel\Brand performance
Relative Market Share Growth Relative Market Share Growth –

(Current year relative market share – Last year relative market share)/Last year relative market share (Thresholds: Red: < 0;
Orange: < 0.25; Green >= 0.25)

Excel\Brand performance

Data Requirements

# Source Table Name Table Details (type, # rows, key fields)
1 Excel Brand Performance Transaction Table
2 Brands Dimension Table, Key = Id
3 Me vs Market Share Aggregated Fact Table, Key = Key

Data Modeling (Elasticube Design)

Suggested data model for relative market share analysis

Implementation
Kit

The following resources will enable you to design your dashboard and data model with sample data and then apply it to your own data. Note that you will need to have a previously installed version of Sisense (you can use the free trial version if you’re not a customer).

Sample data and dashboard examples (direct download)

Documentation