MKT 300 Lecture Notes - Lecture 2: Herfindahl Index, Compound Annual Growth Rate, Profit Margin
Document Summary
Unit ms (%) = unit sales# / total market unit sales. Unit market share (#) = unit market share (%) * total market unit sales (#) Total market unit sales (#) = unit sales (#) / unit market share (%) Revenue market share (%) = sales revenue ($) / total market sales revenue ($) Relative market share (index) = brand market share (%) / largest competitor"s market share (%) Brand market share (%) = [your brand"s units/ dollars sold] / [highest units/dollars sold] Market co(cid:374)(cid:272)e(cid:374)tratio(cid:374) three (four) firm concentration ratio (%) = (ms1) + (ms2) + (ms3) = x. Herfindahl index = ms of each to the power of 2 added up. Bdi = [brand sales to group / households in particular group] / [total brand sales for that product / total households] Cdi = [category sales to group / households in group] / [total category sales / total households]
