3.3 Market Share Report And Perceptual Map

The Market Share Report details sales volume in all segments, reporting each product's actual and potential sales . Did your company under produce? If the actual percentage for your products is less than the potential, you missed sales opportunities. If your actual is greater than your potential, your competitors under produced and you picked up sales that otherwise would have gone to them.

The Perceptual Map (Figure 3.5) displays all five segments and every product in the industry. Are your products competitively positioned?

Figure 3.5 Perceptual Map: The Perceptual Map displays the positioning of all the products in every segment.