Market Share
Below are hypothetical sales figures (in millions) for competing allergy-relief medications. Calculate the market share for each competitor for the years 2011 and 2012, and rank and discuss their relative market shares and market positions over the same period. Round to the first decimal place.
Then graph two pie charts (one for 2011 and one for 2012) illustrating the information.
All graphs must be shown in color.
*Please identify two statements that you can make from the numbers/graphs. Remember, we do not have enough information to determine for a fact if any one brand has taken share from a competitive brand based on the data in front of us. At this point some of this data simply "suggests" certain information.
|
Competitor
|
2012 Sales
|
2011 Sales
|
|
Dimetapp
|
$120.7
|
$100.4
|
|
Chlor-Trimeton
|
99.6
|
80.6
|
|
Benadryl
|
226.0
|
200.0
|
|
Private-Label
|
87.5
|
91.0
|
|
Tylenol/Allergy
|
115.8
|
95.1
|
|
Tavist I
|
104.5
|
62.4
|
|
Allarest
|
29.2
|
25.1
|
|
Others
|
26.7
|
20.7
|
|
Total
|
810.0
|
675.3
|
Explain why Benadryl's increase in sales from 2011 to 2012 was not reflected in an increase in market share. In your response, state the overall percentage change from 2011 to 2012.