Marketing
Day 2 and 3
Calculating Market Share Example
Company
XYZ
Year
Sales of toys
(million units)
Sales of toys
($ million)
ABC
PQR
2011
550
2012
580
2011
700
2012
740
2011
620
2012
650
25
28
45
48
32
30
Use the table above to calculate the following:
a) Market share of XYZ Company by volume in 2011
b) Market share of ABC Company by value in 2012
c) Market share of PQR Company by volume in 2011
d) Market growth for the whole industry by value from 2011 to 2012
Market Orientation vs. Product Orientation
• Market orientation is a business approach of first establishing
consumer demand through market research before producing and
selling a product
• Examples: Ford, Sony, Samsung, and Nokia
• Product orientation is a business approach that focuses on making
the product first before attempting to sell it
• Examples: Microsoft, Ferrari, Dyson, and Apple
Market Research
• It is the process of collecting, analyzing, and reporting data related to
a particular market
• Types of market research:
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Primary
Secondary
Quantitative
Qualitative
MORE TYPES!
• Primary
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Surveys
Interviews
Focus groups
Observation
• Secondary
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Academic journals
Media articles
Governmental publications
Market analysis
Sampling Methods
• A sample is a group of people selected to represent the population or
target market under research
• Sampling is simply the process of selecting an appropriate sample
Types of Sampling Methods
• Quota Sampling: segmenting into groups such as age and gender and a
specific number of people chosen from each group
• Random Sampling: every member in the population has an equal chance of
being selected
• Stratified Sampling: members are subdivided into segments (strata) and
equal number are randomly chosen from each segment
• Cluster Sampling: selecting a group from each region (clusters) and taking a
random sample from the clusters
• Snowballing: surveying an initial group or individual who then suggests
other groups or individuals who could participate and so on.
• Convenience Sampling: groups are selected based on easy access and
proximity to the researcher