The Accessibility Chart (Figure 3.3) rates each company’s level of accessibility. Accessibility is determined by the Marketing Department’s sales budget– the higher the budget, the higher the accessibility. Accessibility is measured by percentage. 100% means every customer could locate your product.

Figure 3.3 Segment Analysis Accessibility and Market Share Actual vs. Potential Charts.

The Market Share Actual vs. Potential Chart (Figure 3.3) displays two bars per company. The actual bar reports the market percentage each company attained in the segment. The potential bar indicates what the company deserved to sell in the segment. If the potential bar is higher than the actual, the company under produced and missed sales opportunities. If the potential is lower than the actual, the company picked up sales because other companies under produced and stocked out.