The cartoon character Dogbert gives this advice to the Boss:
“It’s easy to create a strategy – Write down everything you do preceded by the phrase Increase our Market Share by.”
Creating strategy a la Dogbert is easy. Finding market share data can be tough.
Market share is the percentage of a market, usually defined in units or in revenue, accounted for by a company, a brand, a product, a commodity, or an institution. The market can be defined geographically, as broadly as the entire world or as narrowly as a zip code. Market share figures are usually calculated for the year, but some industries require more frequent updates. For example, the publication MusicWeek gives weekly market shares by corporate group for artists’ singles and albums. In addition, we may want historical time series or a projection of market share data. The number of potential requests for specific combinations of products, companies, geography and time is almost endless.
Here are some sources for market share data.
Bloomberg’s industry surveys module is a good source for market share data for more than one hundred industry groups. The screen below shows market share data for North American Passenger Airlines. Use the command BI <GO> to access Bloomberg Industries. Select an industry and then click on “Market Share” from the left-hand menu. Bloomberg is available at the Lippincott Library and Huntsman Hall.
Note that passenger airlines have their own unique market share metric “Revenue Passenger Kilometers”
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