Market Share KPI Description:

The Market Share KPI assesses the proportion of total sales in a relevant market that is attributed to a specific brand, providing valuable insights into competitive positioning and market dynamics.

Formula:

$$ \text{Market Share} = \left( \frac{\text{Product Sales}}{\text{Total Market Sales}} \right) \times 100 $$

Configurable Parameters:

1. Brand: Select from a list of available products or brands to track sales performance.
2. Relevant Market: A relevant market is a set of products, including own products and competitor products that fit in the same category. In order to calculate a product’s market share, the relevant market needs to be defined as it is the denominator of the market share.
3. Measurement: Choose the unit of measurement, such as units sold, revenue, or volume, to align market sales calculations with the relevant metric.
4. Level: Choose from different levels of reporting:
   • Rep: Sales vs. target at the individual sales representative level.
   • Manager: Sales vs. target aggregated by team or manager.
   • National: Sales vs. target calculated at the national or organizational level.
5. Target Period: Define the start and end dates for the calculation period to focus on specific time frames, such as monthly, quarterly, or annually.
6. Allocation: Select the brick-to-territory allocation method to apply when calculating, allowing analysis based on specific geographic or assigned territories.
7. Data Source: Choose the source of sales and target data, which could come from different vendors or represent different types of sales data (e.g., Sell-In, Sell-Out).
8. Channel: Select the channel of sales/target values, such as in-store, online, or wholesale, to isolate performance by sales channel.