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Market Share Analysis

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Part 3: Market Share Analysis

Student’s name: Blendrit Elezaj Date: 2/23/2016
Firm: Sigma Industry: Alpha Period no. 3
You want to know how your brand is doing in terms of acquiring the market share as compared to the competitors within the same target market segment. 1. Name of your brand: SOFI and the target market: Savers.

2. Utilizing the table below, calculate the metrics given in the first column for your assigned brand for the current period as well as three of your top competitors.

Target Segment | Your Brand: Sofi | Competitor #1Brand Name: Tone | Competitor #2Brand Name: Noon | Competitor #3Brand Name: Lock | Segment Share | 3.6% | 21.9% | 17.1% | 14.3% | Purchase Intentions | 4.9% | 20.9% | 18.1% | 12.5% | Awareness | 29% | 63% | 60% | 61% | Rel. Attractiveness | 16.89 | 33.17 | 30.16% | 20.49 | Rel. Availability | 73.46% | 1.04% | 94.47% | 1.14% |

3. On the basis of the above analysis of 3 A’s, discuss the strengths and weaknesses of your brand. * Weaknesses: New in town, has a very small screen size, brand awareness is low, rel. attractiveness and availability are also low. More hasto be done in (targeted) advertising, distribution and messages. * Strength: It is more customer specific than any of the other three competitors – we made this for savers. This season we will update the screen and other aspects to adjust to the new needs of the customers.

4. Discuss ways to improve the market share of your brand. Present data and analyses to justify your recommendations. * Do R&D to update screen and other features – tailor them to savers current and future needs * Increase advertising budget and distribution team * Improve the messages in advertising based on our existing strengths | Sigma |
Memo
To: Kyu Lee, CEO
From: Blendrit Elezaj, Sigma Brand Manager
Date:…...

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