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MGCR352MARKETINGMANAGEMENT1
QUANTITATIVEANALYSISNOTES

1. food merchandise Share
(a) Calculating foodstuff Share
(b) Estimating the Size of a Market (Step slash Analysis)
2. Types of Costs and Margins
(a) Fixed and Variable Costs
(b) Contribution and Profit Margins
3. Breakeven Analysis
(a) In units and dollars
(b) Using breakeven analysis strategically
4. charge Elasticity
(a) For a single product
(b) tangle price elasticity between two products.
5. Price Chains

Mgcr352 three-figure analysis - 1 of 33

1. MarketShare(MS)
Market piece is the percent of the total market (expressed in units or dollars) that your reproach or
product controls.
MS $

Your sucker$sales
thorough subdivision$sales

Yourbrand
Totalsegment

MS

sales
sales

Not all brands in a segment are sold at the resembling price, therefore the answer to these two market
share calculations may differ.
Estimating Market Size - The Step Down Approach
Suppose we want to roll in the hay our market share of the price sensitive segment of gas wash drawing
purifying in Montreal.
Suppose we know that our brand has $365,000 in sales and that the total Canadian market of
all laundry detergent is $217,500,000.
What information do we need to know to report our particular market share of just the liquid
detergent segment just in Montreal?

1.



Size of the Quebec laundry detergent market in comparison to all of Canada
2. Size of the Montreal laundry detergent market in comparison to all of Quebec
3. Size of the Price new segment of consumers in Montreal
4. Size of the crystalline (as hostile to Powder) Detergent sales in Montreal

21%
48%
20%
45%

Total Detergent Sales in Quebec:
0.21 $217,500,000 $ ,
,

Total Detergent Sales in Montreal:
0.48 $45,675,000 $ ,
,
Total Price Sensitive Detergent divide Sales in Montreal:
0.20 $21,924,000 $ ,
,
Total Liquid Detergent Sales in Price Sensitive Segment in Montreal:
0.45 $4,384,800 $ ,
,
MS $



$365,000
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