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Market Share Calculator
Work out your market share for each product line over the last few years, see which lines are losing share and to whom, and what the lost share is worth.
This tool also runs as a stage in a playbook, which takes you through several tools in order:
- Increase market share Stage 1 of 5: where are you losing share, and to whom? Start at stage 1
Not following the playbook?
How you measure
Use value when brands sell at very different prices, and volume (liters, units) when they don't.
Your sales and the market, line by line
- One row per product line, or a line in one region, such as "Exterior paint, Western Province".
- The market: everyone's sales of that product in the same area and year, yours included. Industry associations and import figures are common sources.
- The first and latest years are needed; the years between show the trend.
- Use the same scale on both rows: 1.32bn, 1.32 billion, 1,320m or 1,320,000,000.
Your figures never leave your browser
The product lines, rivals and what buyers said stay on your computer and in your progress file. To write the diagnosis, only shares, growth rates and counts are sent to our server, by place in your list. How it works
Why it moved
The numbers show where share went, not why. Talk to 15 to 20 people who chose a rival over you, or who sell both, such as dealers. Ask what made them choose.
What buyers weigh when they compare brands
- From the same interviews: the things people compare, such as price, how long it lasts, or a dealer close by.
- Count how many people named each one. The playbook's stage 5 starts from this list.
Share by product line
Share is your sales divided by the whole market's, in the same year. Market growth is the yearly rate between the first and latest years. The highlighted row lost the most.
What buyers weigh
Save your progress
Download your progress file to continue from this point any time, on any computer: choose it under "Coming back?" at the start of the tool. Each new file includes everything so far, including the earlier stages when they are connected, so keep the latest one. Your work stays in this browser only until you close it.
Not saved yet.
Take your results with you
A PDF of your share by product line over the years, who took it, what buyers weigh, and the diagnosis.
About the tool
Why it exists
Find where share went before deciding how to win it back
No framework can tell you where you are losing share; your own sales and the size of the market can. This tool works out your share of each product line's market for up to four years, shows which lines lost share while the market grew, and keeps what buyers said about why they chose a rival.
It works on its own, and as stage 1 of our playbook for increasing market share, where the shares go on to the BCG Growth-Share Matrix and the factors buyers weigh go on to the strategy canvas.
The method
How the tool works
Market share. Your sales divided by everyone's sales in the same market and year, yours included. LKR 1.32 billion of sales in a LKR 12 billion market is an 11% share.
Value or volume. Use value (money) when brands sell at very different prices, and volume (liters, units) when they don't. Say which one you used, and keep both rows on the same scale.
Losing or gaining. A line is losing share when it is down by 1 point or more, or by a tenth of its share, between the first and latest years. Market growth is the yearly rate between those years. Sales that rise more slowly than the market are still lost share.
A shrinking market. If sales fall while share holds, the market itself is getting smaller, and more share won't bring the sales back.
What leaves your computer. The product lines, rivals, what buyers said and the factors stay in your browser and your progress file. To write the diagnosis, the page sends our server only shares, growth rates and counts, by place in your list, and the server keeps nothing.