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Explain and evaluate the widespresd use of market share as a key market performance metric School of Marketing and International Business Strategic Marketing Management (MARK 311) Lecturer: Malcolm Wright Submitted by: Sebastian Roye Student number: 300139713 Tutor: Rebekah Smith Tutorial Number: 9 Thursday; 10.30am-11.20am Date of submission: 3rd August 2007 Word Count: 1259 The majority of managers identified market share as a key performance metric to measure how well they were doing relative to their competitors. If a firm gains a higher market share, sales should increase leading to higher profits. Intuitively, this positive link between a company's share and its profitability seems to be obvious. The empirical evidence of this "law of marketplace" were found by Buzzell, Gale and Sultan (1975) in their PIMS (Profit Impact of Market Strategy) studies. Their findings published in the article Market share - a key to profitability became acknowledged in the business world, but also opened the door for criticism. This essay...

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