Marketing Analysis Toolkit: Market Size and Market Share Analysis

Posted: 6 Mar 2010

See all articles by Thomas J. Steenburgh

Thomas J. Steenburgh

University of Virginia - Darden Graduate School of Business

Jill Avery

Harvard Business School

Date Written: February 4, 2010

Abstract

Marketers frequently need to estimate the size of their markets - both for existing products so that sales forecasts can be developed, and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales forecast using a market build-up methodology. Students learn to measure market demand and company demand and calculate market and product penetration rates and market share. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, pre-built Excel models to calculate market size, market penetration, and market share, and charts and graphs which help visualize the results.

Suggested Citation

Steenburgh, Thomas J. and Avery, Jill J., Marketing Analysis Toolkit: Market Size and Market Share Analysis (February 4, 2010). HBS Case No. 510-081; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1564850

Thomas J. Steenburgh (Contact Author)

University of Virginia - Darden Graduate School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Jill J. Avery

Harvard Business School ( email )

Cambridge, MA
United States
6174958084 (Phone)

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