Online Program

Thursday, February 18
PS1 Poster Session 1 & Opening Mixer sponsored by SAS Thu, Feb 18, 5:30 PM - 7:00 PM
Ballroom Foyer

Bringing Value: Market Share Analysis That Goes Deeper (303240)

*John Anthony Craycroft, University of Louisville School of Public Health and Information Sciences 

Keywords: market share, competitors, industry analysis, strategy, strategic analysis

“Market share” is such a simple concept. Figure out the size of the pie, determine each player’s slice, and you are done. Unfortunately, it’s not always that simple. Across many industries, business analysts study changes in market share for insights into competitors’ relative performances, or for a measure of the success of a particular strategy. Accurately interpreting share change can be difficult. If the total industry market size changes significantly, then one company’s share change may seem inconsistent with its actual performance. This poster will share a non-obvious but extremely practical technique that any analyst may apply to enable him or her to provide a nuanced interpretation of share changes to stakeholders. An example from the transportation industry during the tumultuous period of the Great Recession will be presented to demonstrate the real-world application and potential benefits of this approach; however, the technique is completely suitable for any industry or company that monitors market share.