In Pursuit of Market Share

Abstract

Many corporate strategists regard an increase in market share as a valid goal in its own right. Winning or losing market share is a tangible expression of the battle between competitors in the market place and it clearly demonstrates whether an enterprise is more successful than its competitors in enticing new customers to buy its products. Even when the total market is expanding, the senior management of every enterprise is not content with an absolute rise in sales, but is anxious to know how it compares with others in the race. When demand is static, the battle assumes a further dimension, inasmuch as an increase in market share for one protagonist can only take place at the expense of another, so that shrinking sales may well pose a threat to the very survival of the laggards.