3. Market Share KPI for:

• one time purchase scenario (like a car)

• Whole 2023

• in amount of sales $

• based on company data and survey data (for estimation of market size)

• one company selling one product "prod A" for 100$

The market share KPI definition is: "Measures the percentage of the target market accounted for by the business, from the overall existing market." It can be measured by sales, your_sales / all_market_sales, or by volume, your_units_sold / all_market_unit_sold

In this workflow we compute the market share KPI for 2023 from survey data, assuming that the survey data are statistically representative of the population in the area.

VISUALIZE

Market Share by Volume (sold units) and by Sales ($)

IMPORT DATA

To calculate the market share KPI, we import the following data:

• The results of a survey where a sample of consumers were asked about their purchases

  
  

CALCULATE KPI

Now that all the necessary data is prepared we have to apply the KPI formula.

PREPARE DATA

We start by computing the total number of sold units for the whole year (units), which will serve as the numerator in the KPI calculation.

Next, we use the survey data to estimate the size of our reference market in terms of volume for 2023, i.e. we count the number of survey respondants who bought this or a similar product in 2023. This estimate will serve as the denominator in the KPI calculation.

Since we assume that customers are buying only one item per year, the volume data corresponds to the total number of buyers.