Market share

Market share is closely monitored for signs of change in the competitive landscape, and it frequently drives strategic or tactical action.

The main advantage of using market share as a measure of business performance is that it is less dependent upon macro environmental variables such as the state of the economy or changes in tax policy.

"This metric, supplemented by changes in sales revenue, helps managers evaluate both primary and selective demand in their market.

"[1] Also,"Market share competition drives companies to support climate change policies with a view to imposing costs on domestic competitors".

[clarification needed] These three underlying metrics can then be used to help the brand identify market share growth opportunities.

"[1] It is generally accepted[citation needed] that no single source will provide a fully comprehensive market share, as most methods of calculation are incomplete.

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