6.3 Marketing Advantage (Figures 6-12, 6-13, and 6-14)

Analysis
Market Structure
Competition
Market
Share
Relative
Market Share
Product
Line (*)
Rel Product Breadth Number Dist. Locations Distributor Share
Name of Business
20
%
60
100
120
300
20
Competitor A
10
%
40
150
225
225
23
Competitor B
8
%
25
50
50
50
5
Competitor C
7
%
21
50
50
25
3
Number of Others
20
     
20
 
Average Share Others
3
     
25
 
 
100
     
1000
 
Starting Data
Market Structure
Competition
Market
Share
Relative
Market Share
Product
Line (*)
Rel Product Breadth Number Dist. Locations Distributor Share
Name of Business
20
%
60
100
120
300
20
Competitor A
10
%
40
150
225
225
23
Competitor B
8
%
25
50
50
50
5
Competitor C
7
%
21
50
50
25
3
Number of Others
20
     
20
 
Average Share Others
3
     
25
 
 
100
     
1000
 

(*) Note: Rel Product Breadth = Product Breadth / Average Product Breath of Three Competitors
50 = Narrow Product Line, 100 = Average Product Line, 150 = Extensive (broad) Product Line

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