- used by manager to judge effectivness of marketing campagains and marketing strategies.
- A higher market sharei s desirable
WHY YOU WANT TO BE THE MARKET LEADER
- set trends that other companies will follow (i.e. Apple removing charging brike)
- attract more investors, and higher quality employees
- high market share implies brand loyalty, so customers will pay higher prices
- you get economies of scale.
- grocery stores are more likely to hold your inventory (i.e. coca cola)
- make it harder for new competitors to emerge