Teaching Notes for this Activity
In this activity, students look at a simple output from a market share spreadsheet and attempt to interpret the results and consider the difference between unit and revenue market share.
Additional Resource: Guide to Market Shares, with free Excel templates
Student task
Review the following table, which shows the unit market share and the revenue market share for the five brands in the marketplace – and then answer the questions at the end.
Questions
- Which brand is the market leader according to UNIT market share?
- Which brand is the market leader according to REVENUE market share?
- Why is there a difference between these market share rankings?
- Do you think it would be better to be the UNIT or the REVENUE market share leader? Why?
- Review the price premium metric. How do you think that it is calculated?
- What does the price premium tell us about the relative strength of the brands?
- In this market, to what extent do you think that price is a strong and effective marketing tactic to gain market share?
