Calculating Market Share


Market share is the ratio of the competitor’s annual sales to the total annual sales of competitive products in the market being served by the competitors. It is usually measured by dividing the  competitor’s sales in dollars by the total sales volume in dollars for the industry. Dollars are used in the calculation because monetary value is usually easy to obtain.

As may be seen from the dimensions describing the horizontal axis of the economic experience curve. It would make more sense to measure the market share in units sold during the year. Dollar volume does not double when volume in units shipped doubles if price decreases with experience.

The dimensions of the experience curve are fully allocated unit expense in constant dollars and cumulative number of units produced. The reference to doubling sales is measured in units shipped. Because this kind of measure could be counted off on the horizontal axis of the curve, it is possible to relate the growth in shipments to fully allocated expense in constant dollards, a reasonable profit margin, and the resulting dollar volume of sales.

The difficulty in obtaining the information needed to calculate market shares in terms of units shipped is often resolved by trade association data, which reports in both units and dollars. Still the associations may not include every possible competitor among their membership. In almost all cases, however, the non-members are not big enough to be significant. Even without the non-member data, the trade association information is a good approximation to the actual figures.

Given that sufficient data is available, it is not entirely necessary to know a competitor’s exact market share. The information most meaningful to a manager is market share compared to that of the nearest competitor. This gives rise to the concept of a market share ratio.

A proposed ratio that has special meaning when used in conjunction with the economic experience curve. The ratio may be best understood as:

Market Share Ratio =   Your Market Share __________

Market Share of Your Biggest Competitor

The interesting result of defining the ratio this way is that only one competitor has a ratio greater than one. All the others have functional ratios, less than one. For instance, if you the largest market share your biggest competitor will have a smaller share than you, and your ratio will be a number greater than one. If your biggest competitor has a market share larger than yours, your ratio will be less than one.

Because only one competitor has market share ratio greater than unity, the dominant competitor is identified by a number greater than one. Also, the degree of the biggest competitor’s dominance is indicated by the size of the number.

Typically, when a new business concept arises that can be represented by an economic experience curve, several competitors enter the marketplace within a very short span of time. There is an initial market penetratiuon in which market shares are established. Managers have learned how difficult it is to change the market share of the competitors once they have been established. Market shares among suppliers who are competing forcefully tend to remain reasonably constant. Cummulative experience relative to other competitors tends to be aligned with the market share ratios.

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Just about Cash Flow


Cash flow is different from profit. Profit is the difference between revenues and expenses. Cash flow is the difference between receipts and disbursements of cash. Profit may flow whether or not anybody has paid for anything. Cash flows only when somebody pays for something. Time after time, businesses with good sales and good profits go broke. It is surprisingly commonplace. The problem is the the cash doesn’t flow when the profit flows.

The explanations for the large number of new business failures, undercapitalization, inadequate management, and poor marketing, may be valid, but the overwhelming reason is that the managers did not understand cash flow. They behaved as if profit were cash, which is not. They acted as if all that is needed to win the business game is to make a profit, which is not true. Cash is different from profit. You need both to win the business game.

A business can survive and thrive only if it has both positive profit (not losses) and positive cash flow (more flowing into the bank than out of it). To win you must produce more than you consume, and you must do it in such a way that you can meet critical payments as they come due.

Profit may be the most common measure of whether a business is winning or losing, but cash flow is the most critical measure. Businesses can survive a surprisingly long time without profit. They die on the first payday there is no cash.

Your company’s bank is like a jar is a reservoir, so it is the gas tank. And what is in the reservoir is easy to measure. The amount in the reservoir is what was put in minus what was taken out. A convenient way to measure whether the supply is increasing or decreasing is to measure whether more was entering or leaving during the most recent period of time. Cash flow into the bank account is such a measure. How much is in the reservoir is of intetrest, of course, but it is changed by changing the cash flow.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Relating Price to Value


Value today is often misunderstood to mean low price or bundled price. Yet, the real essence of value revolves around the tradeoff between the benefits consumers receive from a product or service and the price that they pay. From a consumer’s point of view, price only has meaning when paired with the benefits delivered, both tangible and psychologiocal. For a given price, value increases when product or service benefits increase.

 

Value decreases when perceived benefits go down relative to price. Many companies were initially attracted to managed healthcare because of their ability to control skyrocketing healthcare costs. Yet, despite the cost savings, employees of these companies were becoming frustrated by the loss of control over their destiny.

 

Consumer value assessments are often comparative. Value judgments by consumers as to the worth and desirability of the product or service are m,ade relative to competitive substitutes that satisfy the same need. Thus, consumers determine the value of product or service based on a company’s perceived benefits and price, as well as those of a competitor’s offer.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

Cost Productivity Allocation


Most organizations pay close attention only to costs. They track them, control them, and keep them at rock-bottom levels. This could be a mistake for two reasons: First, cost should not be detached from performance. Driving costs down for its own sake inevitably drives performance down. This causes productivity to drop in the long run. Second, there are many times when costs must be allowed to go up in order to achieve an important performance target.

 

The key question is where the money will come from if budgets are tight. Cost-productivity allocation is a technique for the reallocation of money to improve productivity. It works against the traditional, across-the-board percentage cuts, which remove the good with the bad. The proposed technique permits the identification of cost items that are critical and finds the small outlay of money needed to improve productivity.

 

The theoretical background of this technique is the analysis and reallocation of the following four cost categories:

1)      Cost avoidance – removing or eliminating a cost item that is anticipated and budgeted for but not expended.

2)      Cost reduction – reducing or decreasing the amount of a cost item that has been budgeted for and is a process of expenditure.

3)      Cost control – spending, but keeping the amount of a cost item within the budget standard.

4)      Cost effectiveness – increasing the spending allocated in a budget because it will improve performance or reduce costs in the long run.

 

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com, Line of Sight

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