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4 Pages
MarketShare
Course: GBUS 885, Fall 2008School: UVA
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Word Count: 222
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not Do cite without prior permission. This is a draft presentation. Copyright 2000 Paul Farris and the Darden School DO NOT DISTRIBUTE Market Share Leverage Paul Farris & Kusum Ailawadi Paul Farris & Kusum Ailawadi Share and ROI 3,000+ SBUs, PIMS Project, Most data collected in 1970-1990. Share 0 to 11% 11% to 20% 20% to 35% Over 35% ROI 14.8% 19.0% 25.9% 37.8% Paul Farris &...
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not Do cite without prior permission. This is a draft presentation.
Copyright 2000 Paul Farris and the Darden School
DO NOT DISTRIBUTE
Market Share Leverage
Paul Farris & Kusum Ailawadi
Paul Farris & Kusum Ailawadi
Share and ROI
3,000+ SBUs, PIMS Project, Most data collected in 1970-1990.
Share
0 to 11%
11% to 20%
20% to 35%
Over 35%
ROI
14.8% 19.0% 25.9% 37.8%
Paul Farris & Kusum Ailawadi
DO NOT DISTRIBUTE
1
Do not cite without prior permission. This is a draft presentation.
Copyright 2000 Paul Farris and the Darden School
DO NOT DISTRIBUTE
Why is ROI higher ?
Share ROI 0 to 11% 14.8% ROI = Sales/Invest . ROS 2.58 4.8% 11% to 20% 19.0% S/I * ROS 2.56 7.1% 2.63 9.7% 2.60 15.0% 20% to 35% 25.9% Over 35% 37.8%
Paul Farris & Kusum Ailawadi
Share Purch./Sls Mfg/Sls Mktg/Sls SG&A/Sls Depr/Sls R&D/Sls
0 to 11% 49.0% 27.1% 9.5% 5.6% 2.4% 1.5%
11% 20% to 46.8% 28.2% 8.2% 5.8% 2.3% 1.6%
20% to 35% 44.2% 27.7% 8.4% 5.8% 2.2% 2.0%
Over 35% 39.8% 26.9% 7.9% 5.7% 2.4% 2.3%
Paul Farris & Kusum Ailawadi
DO NOT DISTRIBUTE
2
Do not cite without prior permission. This is a draft presentation.
Copyright 2000 Paul Farris and the Darden School
DO NOT DISTRIBUTE
Purchases = Sales Unit X Sales * Purch. per Unit * Purch Price Unit Sales * Unit Selling Price X
Paul Farris & Kusum Ailawadi
100
Wages/Salaries
80
Purchases
60
40
20
0
Paul Farris & Kusum Ailawadi...
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