market share dalam business plan

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How to Write a Market Analysis for a Business Plan

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A lot of preparation goes into starting a business before you can open your doors to the public or launch your online store. One of your first steps should be to write a business plan . A business plan will serve as your roadmap when building your business.

Within your business plan, there’s an important section you should pay careful attention to: your market analysis. Your market analysis helps you understand your target market and how you can thrive within it.

Simply put, your market analysis shows that you’ve done your research. It also contributes to your marketing strategy by defining your target customer and researching their buying habits. Overall, a market analysis will yield invaluable data if you have limited knowledge about your market, the market has fierce competition, and if you require a business loan. In this guide, we'll explore how to conduct your own market analysis.

How to conduct a market analysis: A step-by-step guide

In your market analysis, you can expect to cover the following:

Industry outlook

Target market

Market value

Competition

Barriers to entry

Let’s dive into an in-depth look into each section:

Step 1: Define your objective

Before you begin your market analysis, it’s important to define your objective for writing a market analysis. Are you writing it for internal purposes or for external purposes?

If you were doing a market analysis for internal purposes, you might be brainstorming new products to launch or adjusting your marketing tactics. An example of an external purpose might be that you need a market analysis to get approved for a business loan .

The comprehensiveness of your market analysis will depend on your objective. If you’re preparing for a new product launch, you might focus more heavily on researching the competition. A market analysis for a loan approval would require heavy data and research into market size and growth, share potential, and pricing.

Step 2: Provide an industry outlook

An industry outlook is a general direction of where your industry is heading. Lenders want to know whether you’re targeting a growing industry or declining industry. For example, if you’re looking to sell VCRs in 2020, it’s unlikely that your business will succeed.

Starting your market analysis with an industry outlook offers a preliminary view of the market and what to expect in your market analysis. When writing this section, you'll want to include:

Market size

Are you chasing big markets or are you targeting very niche markets? If you’re targeting a niche market, are there enough customers to support your business and buy your product?

Product life cycle

If you develop a product, what will its life cycle look like? Lenders want an overview of how your product will come into fruition after it’s developed and launched. In this section, you can discuss your product’s:

Research and development

Projected growth

How do you see your company performing over time? Calculating your year-over-year growth will help you and lenders see how your business has grown thus far. Calculating your projected growth shows how your business will fare in future projected market conditions.

Step 3: Determine your target market

This section of your market analysis is dedicated to your potential customer. Who is your ideal target customer? How can you cater your product to serve them specifically?

Don’t make the mistake of wanting to sell your product to everybody. Your target customer should be specific. For example, if you’re selling mittens, you wouldn’t want to market to warmer climates like Hawaii. You should target customers who live in colder regions. The more nuanced your target market is, the more information you’ll have to inform your business and marketing strategy.

With that in mind, your target market section should include the following points:

Demographics

This is where you leave nothing to mystery about your ideal customer. You want to know every aspect of your customer so you can best serve them. Dedicate time to researching the following demographics:

Income level

Create a customer persona

Creating a customer persona can help you better understand your customer. It can be easier to market to a person than data on paper. You can give this persona a name, background, and job. Mold this persona into your target customer.

What are your customer’s pain points? How do these pain points influence how they buy products? What matters most to them? Why do they choose one brand over another?

Research and supporting material

Information without data are just claims. To add credibility to your market analysis, you need to include data. Some methods for collecting data include:

Target group surveys

Focus groups

Reading reviews

Feedback surveys

You can also consult resources online. For example, the U.S. Census Bureau can help you find demographics in calculating your market share. The U.S. Department of Commerce and the U.S. Small Business Administration also offer general data that can help you research your target industry.

Step 4: Calculate market value

You can use either top-down analysis or bottom-up analysis to calculate an estimate of your market value.

A top-down analysis tends to be the easier option of the two. It requires for you to calculate the entire market and then estimate how much of a share you expect your business to get. For example, let’s assume your target market consists of 100,000 people. If you’re optimistic and manage to get 1% of that market, you can expect to make 1,000 sales.

A bottom-up analysis is more data-driven and requires more research. You calculate the individual factors of your business and then estimate how high you can scale them to arrive at a projected market share. Some factors to consider when doing a bottom-up analysis include:

Where products are sold

Who your competition is

The price per unit

How many consumers you expect to reach

The average amount a customer would buy over time

While a bottom-up analysis requires more data than a top-down analysis, you can usually arrive at a more accurate calculation.

Step 5: Get to know your competition

Before you start a business, you need to research the level of competition within your market. Are there certain companies getting the lion’s share of the market? How can you position yourself to stand out from the competition?

There are two types of competitors that you should be aware of: direct competitors and indirect competitors.

Direct competitors are other businesses who sell the same product as you. If you and the company across town both sell apples, you are direct competitors.

An indirect competitor sells a different but similar product to yours. If that company across town sells oranges instead, they are an indirect competitor. Apples and oranges are different but they still target a similar market: people who eat fruits.

Also, here are some questions you want to answer when writing this section of your market analysis:

What are your competitor’s strengths?

What are your competitor’s weaknesses?

How can you cover your competitor’s weaknesses in your own business?

How can you solve the same problems better or differently than your competitors?

How can you leverage technology to better serve your customers?

How big of a threat are your competitors if you open your business?

Step 6: Identify your barriers

Writing a market analysis can help you identify some glaring barriers to starting your business. Researching these barriers will help you avoid any costly legal or business mistakes down the line. Some entry barriers to address in your marketing analysis include:

Technology: How rapid is technology advancing and can it render your product obsolete within the next five years?

Branding: You need to establish your brand identity to stand out in a saturated market.

Cost of entry: Startup costs, like renting a space and hiring employees, are expensive. Also, specialty equipment often comes with hefty price tags. (Consider researching equipment financing to help finance these purchases.)

Location: You need to secure a prime location if you’re opening a physical store.

Competition: A market with fierce competition can be a steep uphill battle (like attempting to go toe-to-toe with Apple or Amazon).

Step 7: Know the regulations

When starting a business, it’s your responsibility to research governmental and state business regulations within your market. Some regulations to keep in mind include (but aren’t limited to):

Employment and labor laws

Advertising

Environmental regulations

If you’re a newer entrepreneur and this is your first business, this part can be daunting so you might want to consult with a business attorney. A legal professional will help you identify the legal requirements specific to your business. You can also check online legal help sites like LegalZoom or Rocket Lawyer.

Tips when writing your market analysis

We wouldn’t be surprised if you feel overwhelmed by the sheer volume of information needed in a market analysis. Keep in mind, though, this research is key to launching a successful business. You don’t want to cut corners, but here are a few tips to help you out when writing your market analysis:

Use visual aids

Nobody likes 30 pages of nothing but text. Using visual aids can break up those text blocks, making your market analysis more visually appealing. When discussing statistics and metrics, charts and graphs will help you better communicate your data.

Include a summary

If you’ve ever read an article from an academic journal, you’ll notice that writers include an abstract that offers the reader a preview.

Use this same tactic when writing your market analysis. It will prime the reader of your market highlights before they dive into the hard data.

Get to the point

It’s better to keep your market analysis concise than to stuff it with fluff and repetition. You’ll want to present your data, analyze it, and then tie it back into how your business can thrive within your target market.

Revisit your market analysis regularly

Markets are always changing and it's important that your business changes with your target market. Revisiting your market analysis ensures that your business operations align with changing market conditions. The best businesses are the ones that can adapt.

Why should you write a market analysis?

Your market analysis helps you look at factors within your market to determine if it’s a good fit for your business model. A market analysis will help you:

1. Learn how to analyze the market need

Markets are always shifting and it’s a good idea to identify current and projected market conditions. These trends will help you understand the size of your market and whether there are paying customers waiting for you. Doing a market analysis helps you confirm that your target market is a lucrative market.

2. Learn about your customers

The best way to serve your customer is to understand them. A market analysis will examine your customer’s buying habits, pain points, and desires. This information will aid you in developing a business that addresses those points.

3. Get approved for a business loan

Starting a business, especially if it’s your first one, requires startup funding. A good first step is to apply for a business loan with your bank or other financial institution.

A thorough market analysis shows that you’re professional, prepared, and worth the investment from lenders. This preparation inspires confidence within the lender that you can build a business and repay the loan.

4. Beat the competition

Your research will offer valuable insight and certain advantages that the competition might not have. For example, thoroughly understanding your customer’s pain points and desires will help you develop a superior product or service than your competitors. If your business is already up and running, an updated market analysis can upgrade your marketing strategy or help you launch a new product.

Final thoughts

There is a saying that the first step to cutting down a tree is to sharpen an axe. In other words, preparation is the key to success. In business, preparation increases the chances that your business will succeed, even in a competitive market.

The market analysis section of your business plan separates the entrepreneurs who have done their homework from those who haven’t. Now that you’ve learned how to write a market analysis, it’s time for you to sharpen your axe and grow a successful business. And keep in mind, if you need help crafting your business plan, you can always turn to business plan software or a free template to help you stay organized.

This article originally appeared on JustBusiness, a subsidiary of NerdWallet.

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Define Market Share: Part 1

Then conduct a marketing swot analysis.

Define market share , and the share of the market that your business has (and wants) as part of your planning process. The next steps in building your marketing plan include: conducting a marketing SWOT analysis, defining the marketing mix, segmenting and targeting your market, building an action plan (with measurable performance indicators). Make sure that your plan includes a strong focus on increasing your market share (as there is strength in size).

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From a marketing and sales perspective, it is important to understand and define market share; this is a necessary activity for businesses that want to grow.

For example, if your business sells $1.5 million of products in your market you need to know if that represents 5% or 95% (or somewhere in between) of the overall market.

Because it will be much more difficult to grow your share if you already have a significant amount of the market potential and you will need to build your marketing strategies accordingly.

A good analogy for market share is that it is a 'piece of the whole pie' ... with the pie being the market, and the piece of pie being what the business sales represent.

Definition of Market Share

How to calculate market share.

A more traditional definition of market share is that it is the business' 'share' or percent of the total market.

One of the ways to calculate market share is:

Business Sales Revenue divided by total Market Sale Revenue

For example, if you owned a computer services business, if sales last year were $500,000, and if the total market size was $50,000,000, then the computer market share is 0.1 or 1%. It is fair to say that you are not a big player in the market; from a market perspective, you are not a market leader, you are, by size alone, a market follower.

More formally, market share information is calculated by comparing individual business revenues to the total defined market.

The big challenge in either equations or calculations, and in understanding how to increase market share, is in first accurately defining what is market size.

If your total defined market is a country; then the total domestic market is "calculated by adding manufacturing shipments to imports and subtracting total exports." (Statistics Canada) However duplication of manufacturing data in most country statistics can result in a distorted total figure.

Define Market Share: More on Research Sources

In some cases, particularly for global markets, you may have to buy some research data to obtain market size information. Usually, however, you should be able to gather the market size information through secondary research, such as:

• Industry Canada which is the Canadian government's business and industry site.
• The US Department of Commerce site is a good source of information on business in the United States and provides access to economic indicator reports and industry performance data.
• Industry or trade associations are also good sources of market size data. For example: Business owners interested in manufacturing and exporting from Canada can access information through the Canadian Manufacturers and Exporters (CME) trade association website. In addition to industry resources, this site also provides a number of publications and reports for entrepreneurs.

There are also many market research sources available on a per fee basis. A couple of those sources are listed below:

Defining market size is the first part of the marketing planning process. During marketing planning, you need to segment your market , target your market , define marketing mix and build the marketing mix program, and a variety of other activities.

Understanding what share of the market you have, and want, is only part of your marketing process: you also need to do a marketing SWOT analysis (strengths, weaknesses, opportunities and threats) and to define marketing mix.

Additionally, to define market share for your business, you need to recognize where you fit in the overall market.

Once you understand both market size and your share of the market, you need to learn how to increase market share (or not). Part 2 of Define Market Share will help you to understand why market share is important to your business and how you can manage market share to target business growth.

More-For-Small-Business Newsletter:

For more timely and regular monthly information on managing your small business, please subscribe here., additional reading:.

Understand Competition Analysis and how to manage your competitive tactics.

Conduct an Industry Analysis to learn more about your marketplace.

Build strong Market Strategies to win more market share.

Or for more on how understanding market share will help your business compete, return from Define Market Share, Part 1 to What is Market Share? Part 2 .

Why is Product Differentiation a Necessity to your Marketing Plan ?

Return to Definition of Marketing .

Or return to More For Small Business Home Page .

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Marketing and life–cycle.

Marketing is a requirement for all businesses: without marketing strategies and tactics your business will struggle to survive.

Not all marketing activities are planned: you might be building your brand recognition through a social media campaign (that's marketing); you might be conducting market research to analyze your competitors and/or segment and target your potential market or to develop the most desirable features, advantages and benefits of your products or services (that's all marketing).

Marketing is pretty all–encompassing; and a challenge for many business owners. The additional challenge is recognizing that the different stages of your business life–cycle: start–up, mid–cycle, mature or late–in–life.

During start–up you need to develop your marketing strategies to grow sales; for example, you might want to use a market penetration pricing strategy to build sales quickly.

During mid–cycle, you need to grow your customer base (often through lead generation) and that need requires different marketing strategies, such as cold calling on prospective clients, email marketing, newsletter and blog sign ups and distribution (all to grow your list of prospects).

During the mature cycle, you need to build your marketing efforts around your brand; your competitive advantage can be in your reputation, history, and identity and on what differentiates your business from your competitors.

Marketing your products and services is not something that you do once (such as a marketing plan) and then never change or do again. You need to be continually researching and building your strategies and tactics to be ahead of the market, and ahead of your competition.

The market is constantly evolving; ever more rapidly with the impacts of globalization and technology. You need to invest resources into marketing to ensure that you build and sustain your business.

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If marketing is not your core strength, or if you don't have enough staff to commit to developing your marketing efforts (and acting on the plan), outsourcing your marketing strategy and implementation will allow you to concentrate on developing your business.

Start with a marketing plan that includes the necessary research, strategy development and implementation action plan. We provide you with the plan tactics, budget, schedule and key performance measurements.

Execute the plan yourself or have us at Voice Marketing Inc. manage the execution for you.

Once the plan is implemented, we report on the actions we've taken, the performance of the tactics employed, and on the results.

You'll feel confident that your business marketing is being effectively managed and continually evolving.

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What Is Market Share & How Do You Calculate It?

Published: December 07, 2022

In the marketing industry, you've likely heard the term "market share" from time to time, but what does it mean? Why is it necessary, and how is it calculated?

As marketers, it's important to understand market share so you know how your company ranks against competitors and can develop new marketing strategies to reach more potential customers. In this post, we’ll outline what market share is, how to calculate it, give real-life examples, and explain how you can increase yours.

What is market share?

Market share formula.

Relative Market Share  

Relative Market Share Formula

Market share examples.

How to Expand Your Market Share

Understand Your Market Share to Increase Business Success

Market share is the percentage of an industry's sales that a particular company owns. Essentially, it is the share of your business's total industry revenue from selling your products and services. Businesses with larger market shares are industry leaders and competition for smaller companies.

Suppose consumers buy 100 T-shirts, and 70 are from Company A, 25 from Company B, and 5 from Company C. In that case, Company A owns a market share of 70% and is the leading industry competitor .

Market share is typically calculated for a specific period, like yearly or quarterly sales, and is sometimes separated by region.

How to Calculate Market Share

Find your business’s total sales revenue for your preferred period and divide that number by your industry’s total revenue during the same period. Once you have this result, multiply the number by 100 to generate your market share percentage.

Calculating your market share will give you an overall understanding of your position in the industry, but it’s also helpful to understand how you measure up to your direct competitors. By understanding the basics of the stock market , you can easily understand how each company and their share make up the entire industry.

Relative Market Share

Relative market share compares your performance to industry leaders.

Rather than using total industry revenue, you’re dividing your market share by your top competitor's market share, multiplying the result by 100. The result will show you the portion of the market you own in relation to your most significant competitor. The image below shows the relative market share formula.

It may be easier to understand market share with real-life examples, so we’ll go over some below for businesses you may already be familiar with.

Nike Market Share

Nike is part of the athletic footwear and apparel industry, selling various sports equipment, casual shoes, and accessories.

Nike’s global market share in sportswear is estimated to be 43.7% . The brand is an industry competitor for Adidas and Under Armour.

Tesla Market Share

Tesla is part of the automotive industry and produces electric vehicles (EVs). Within the U.S. EV industry, Tesla holds an over 70% market share.

It's essential to recognize that the market for EVs worldwide is significantly smaller than standard vehicles. EV’s market share in the automobile industry is 2.8%, and Tesla’s is .8% . These differences are significant, so it is vital to analyze relative market share to compare your business to your direct competitors rather than just the market as a whole.

Spotify is a music-streaming platform and has the highest music-streaming market share with 31% of the market.

The second-highest market share belongs to Apple Music (15%), followed by Amazon Music (13), Tencent (13%), and YouTube (8%).

E-commerce company Amazon has a U.S. e-commerce market share of 37.8% and is the leading online retailer in the country. Second place belongs to Walmart with 6.3%, and third place goes to Apple with 3.9%.

Most recent statistics show Target is the largest department store retailer in the U.S. with a 38% market share. Walmart and Macy's both rank second with 13%.

Chew is an online pet product and food retailer with a market share of 40% in the U.S. The company plans to expand into the global market in 2024 and is expected to gain a 20% market share outside of the U.S. by 2030.

Google Market Share

Google has a market share of 92.37% , making it the most popular search engine in the world. It dominates the competition, as the second-largest industry leader is Bing with a market share of just 3.57%.

Once you’ve calculated your market share and understand how you relate to your industry competitors, you can begin strategizing how to increase your overall revenue.

How To Expand Your Market Share

Below are a few strategies your company can use to expand your market share .

1. Lower prices.

A great way to compete in your industry is to offer low prices. This is the low-hanging fruit of expanding your market share because consumers typically look for lower-cost products.

However, it's also important to note that the cheap option isn't right for every brand. You want to ensure that you’re pricing products appropriately to provide value to customers but not lose out on revenue opportunities to beat the competition.

2. Innovate new products and features.

Companies innovating and bringing new technology to the table often see their market share increase.

New products and features attract new customers, also known as acquisition , which is a driving factor for generating revenue. New customers make new purchases and, in turn, contribute to higher profit margins and larger contributions to overall industry revenue. More significant contributions directly translate to increased market share.

3. Delight your customers.

One of the best ways to grow your market share is to work on existing customer relationships.

You can inspire customer loyalty by delighting current customers by providing exceptional experiences and customer loyalty. Loyal customers are more likely to make repeat purchases, which increases your business revenue and contribution to total industry revenue. As mentioned above, higher revenue contributions equal a higher market share percentage.

4. Increase brand awareness.

Branding awareness and national marketing play a significant role in capturing market share. Getting your name out there is important, so customers know who you are. Becoming a household name and the preferred brand in an industry will help increase your market share.

Generally, larger companies have the highest market share because they can provide products and services more efficiently and effectively.

But why is this so important? Below, let's figure out what impact market share can have on your company.

Why is market share important?

Calculating market share lets companies know how competitive they are in their industry. Additionally, the more market share a company has, the more innovative, appealing, and marketable they are.

Market share is more important in industries that are based on discretionary income. Market share doesn't always have a significant impact in constantly growing industries. However, it's important to remember that a company can have too much market share — also known as a monopoly.

For example, with growing industries with a growing market share, companies can still increase their sales even if they lose market share.

On the other hand, with discretionary income industries, such as travel or non-essential goods like entertainment and leisure, the economy can significantly impact market share. Sales and margins can vary depending on the time of year, meaning that competition is always at an all-time high.

Higher competition often leads to risky strategies. For instance, companies might be willing to lose money temporarily to force competitors out of the industry and gain more market share. Once they have more market share, they can raise prices.

Lower market shares can let you know that you need to focus on customer acquisition, marketing to raise brand awareness, and overall strategies to increase revenue. Higher percentages indicate that your current plan is adequate and that you should focus on customer retention and product innovation.

Whether your company is well-established or just starting, it’s important to understand your industry standing as it will help you meet business objectives and achieve desired success.

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What is Market Share: Definition, Formulas, and Examples

Market Share represents the success of a business in cold hard numbers.

Knowing what it is and how to measure it can help a business benchmark performance, track success, and make plans to grow.

What is market share?

Market share is a company’s percentage of the overall sales in a given industry or market.

Why is market share important?

Market share is the ultimate measure of a company’s success within its market. It’s calculated using sales revenue, not profit. Knowing how you stack up against rivals is a solid indicator that can be used for competitive benchmarking , identifying industry leaders , strategic planning, and much more.

Why do you need to grow your market share?

Market share is usually assessed over a fiscal year or quarter.  Monitoring it helps evaluate your company’s growth by examining how you progress relative to the overall market growth. A thriving company will see its market share increase  faster than that of the competition.

Any tiny shift in the market distribution in stable markets can disrupt well-balanced market forces. In growth markets, changes are expected and, therefore, less significant.  With new products or technology, a vendor could bite off a competitor’s share or attract a new target audience that wasn’t previously part of the equation.

However dynamic your market, increasing your industry share is vital for growth. Capturing a larger percentage of the market means you are increasing sales and revenue.

How do you calculate market share?

There are many ways to establish market share, and finding the right method for your business is important. It can be gained or taken quickly, so companies must use Digital Intelligence tools like Similarweb to keep track of key market share metrics in real time. Simply using revenue figures alone is no longer enough to keep up with the speed of change that most markets are experiencing .

Market share formula by revenue

Take your total annual revenue figure, divide it by the total overall revenue for your market, and then multiply it by 100 to get the percentage. For example, if your annual revenue is $1M, and the total revenue for your market is $100M, then you have a 1% share of the market.

Relative market share formula

You may want to compare your business to a specific competitor or industry leader. In this case, you can calculate the relative market share. Divide your market share by that of the relevant rival.

Read more in our full guide to market share formulas – Expand Your Reach: 4 Market Share Formulas to Get You There

Analyzing your market share

The company with the largest market share is usually considered the industry leader. But market share is no key indicator of a company’s financial health, profitability, or growth.  It measures your competitiveness and gives you a general idea of how you match up in your target arena.

What does market share mean for your position in the competitive environment? It shows how the pie is sliced and how big a piece you have relative to everyone else. When you segment your target market , you receive a more granulated view. Picture each segment as a whole pie and compare how the distribution of portions varies.

Digital companies often use traffic share to gauge their control of the online “pie.” This is particularly valuable if you are running a non-ecommerce site and can’t measure your percentage based on revenue. Measure your traffic share and segment it as you would the market. Take a look at the example in the following section to see how it’s done.

Understanding your market share

Market share is also relative to your business. A global market share of 1% is nothing to brag about for a company that sells to the worldwide market. But if you only target Texas, it’s an impressive number, and you might even be leading the local market.

As a local vendor, you should consider  benchmarking  against comparable businesses in other regions. Choose similar size companies with equivalent  audience demographics . This lets you evaluate if your market share is average for your type of company or exceptionally high or low.

To gauge market share correctly, look at your target audience segment. Your company may focus primarily on women, millennials , or high-income customers, which means your goal is leadership in a particular market segment. You’ll conquer the rest later with a new strategy.

The bottom line; when you try to gain insights from market share, make sure to view it in the proper context.

Market share example

Another way to calculate market share is to use website traffic as your key performance indicator . This way, you get a benchmark you can track in real-time, and while it’s not revenue-based, it shows how much interest and activity takes place in a market and allows you to track known industry leaders and your own site efficiently and easily.

Here’s a faster, more modern approach to measuring your share of the market. In this example, I’m using the accommodation and hotel market to demonstrate how to quickly analyze market share.

In 30 seconds, I can see who the industry leaders are and by what percent their business has grown or declined in a given period. I also see rising players; this is interesting, as these companies show notable growth in my market . So, while they have a relatively low share right now, they are emerging names with the ability to disrupt a market fast. At the bottom of the market leaders page, I can see a list of market leaders, sorted by share of traffic, with other useful traffic and engagement metrics to track, along with a yearly change %. This covers the top 10k domains in a sector, so it’s extensive and comprehensive.

You’ll have noticed a market quadrant analysis too. A quick click downloads a nice visual representation of the market leaders; which you can filter and sort according to the market share metrics that matter to you most. In this example, I chose unique visitors and traffic share.

5 ways to increase market share

• Marketing and branding With more aggressive advertising, you can expand your reach, gain more users, and increase customer loyalty. For long-term effectiveness, a strong branding strategy is essential.
• Price reduction You can tackle the issue from another angle by lowering your pricing just enough to beat the competition. This is the idea behind periodic discount campaigns, in which companies manage to steal competitors’ customers before raising prices again.
• Retention Nurturing your existing customer base is an underutilized and highly effective method. You keep your customers close when you maintain a positive relationship and send an occasional special offer.
• Innovation The best example of this strategy is Apple. The company constantly and regularly offers new product lines and innovative features for its existing products. Customers keep coming back for more.
• Acquisition If you can’t beat them, buy them. One way that helps Facebook to expand is by acquiring smaller companies and taking over their market share. Instead of winning over new customers, they take over the company.

Drawing conclusions from market analysis

Let’s look at an example of a non-ecommerce digital competitive set and the insights we gain from looking at market share.

Take the news site cnn.com. To define the target market , we look at the overall traffic to publishers and media sites . Specifically in the U.S., CNN’s traffic share is roughly 12%, putting them in second place right after Yahoo, also the global leader.

On the other hand, the news channel ranks number 85 globally. Does this mean CNN isn’t a significant news channel? Not necessarily. We can learn two things: Americans are the largest segment of news consumers, and CNN successfully targets American readers. We can also analyze traffic segments, such as specific marketing channels or devices, to learn more.

The next step

Similarweb Digital Research Intelligence is THE go-to platform for accurate traffic trend data. Compared to other market analysis tools , it provides the freshest insights, packaged in an intuitive platform that highlights the important changes and market share metrics you need to track.

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How can I measure market share growth?

Calculate market growth by subtracting the market size for year one from the market size for year two. Divide the result by the market size for year one and multiply by 100 to convert it to a percentage.

What is the market share formula?

Divide your business revenue (traffic) by the total industry revenue (traffic). The result is your market share.

What is the quickest way to calculate market share?

Use a digital intelligence platform to capture real-time market share data. Outdated methods that rely on revenue alone fail to give you a current view of industry leaders.

How can you increase your market share?

Increase market share by using marketing and branding, price reduction, retention, innovation, and acquisition.

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What Is Market Share?

Calculating market share, benefits of market share, market share impact.

• How to Increase Market Share

Market Share Example

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• Business Essentials

Market Share: What It Is and the Formula for Calculating It

Adam Hayes, Ph.D., CFA, is a financial writer with 15+ years Wall Street experience as a derivatives trader. Besides his extensive derivative trading expertise, Adam is an expert in economics and behavioral finance. Adam received his master's in economics from The New School for Social Research and his Ph.D. from the University of Wisconsin-Madison in sociology. He is a CFA charterholder as well as holding FINRA Series 7, 55 & 63 licenses. He currently researches and teaches economic sociology and the social studies of finance at the Hebrew University in Jerusalem.

Pete Rathburn is a copy editor and fact-checker with expertise in economics and personal finance and over twenty years of experience in the classroom.

Market share is the percent of total sales in an industry generated by a particular company. Market share is calculated by dividing the company's sales over the period by the industry's total sales over the same period. This metric is used to give a general idea of the size of a company in relation to its market and competitors. The market leader in an industry is the company with the largest market share.

Key Takeaways

• Market share represents the percentage of an industry, or a market's total sales, earned by a particular company over a specified period.
• Market share is calculated by dividing a company's sales by the total sales of the industry over a period.
• This metric is used to give a general idea of the size of a company in relation to its market and competitors.
• A market leader is a company in an industry that has the highest market share and generally wields the most influence.
• Ways to increase market share include implementing new technologies, generating customer loyalty, and acquiring competitors.

Investopedia / Candra Huff

A company's market share is its portion of total sales in relation to the market or industry in which it operates. To calculate a company's market share, first determine a period you want to examine. It can be a fiscal quarter, year, or multiple years .

Next, calculate the company's total sales over that period. Then, find out the total sales of the company's industry. Finally, divide the company's total revenues by its industry's total sales. For example, if a company sold $100 million in tractors last year domestically, and the total amount of tractors sold in the U.S. was $200 million, the company's U.S. market share for tractors would be 50%.

The calculation for market share is usually done for specific countries or regions, e.g., North America or Canada. Investors can obtain market share data from various independent sources, such as trade groups and regulatory bodies, and often from the company itself; however, some industries are harder to measure accurately than others.

Formula for Market Share

Market Share = Total Company Sales / Total Industry Sales

Investors and analysts monitor increases and decreases in market share  carefully, as this can be a sign of the relative competitiveness of the company's products or services. As the total market for a product or service grows, a company that is maintaining its market share is growing revenues at the same rate as the total market. A company that is growing its market share will be growing its revenues faster than its competitors.

Gains or losses in market share can have a significant impact on a company's stock performance , depending on industry conditions.

Market share increases can allow a company to achieve greater scale with its operations and improve profitability. A company can try to expand its market share by lowering prices, using advertising, or introducing new or different products. In addition, it can also grow the size of its market share by appealing to other audiences or  demographics .

Changes in market share have a larger impact on the performance of companies in mature or cyclical industries where there is low growth. In contrast, changes in market share have less impact on companies in growth industries . In these industries, the total pie is growing, so companies can still be growing sales even if they are losing market share. For companies in this situation, the stock performance is affected more by sales growth and margins than other factors.

In  cyclical industries , competition for market share is brutal. Economic factors play a larger role in the variance of sales, earnings, and margins, more than other factors. Margins tend to be low, and operations run at maximum efficiency due to competition. Since sales come at the expense of other companies, they invest heavily in marketing efforts or even loss leaders to attract sales.

In these industries, companies may be willing to lose money on products temporarily to force competitors to give up or declare  bankruptcy . Once they gain greater market share and competitors are ousted, they attempt to raise prices. This strategy can work, or it can backfire, compounding their losses; however, this is the reason why many industries are dominated by a few big players, such as discount wholesale retail with stores including Sam's Club, BJ's Wholesale Club, and Costco.

How Can Companies Increase Market Share?

A company can increase its market share by offering its customers innovative technology, strengthening customer loyalty, hiring talented employees, and acquiring competitors.

New Technology

Innovation is one method by which a company may increase market share . When a firm brings to market a new technology its competitors have yet to offer, consumers wishing to own the technology buy it from that company, even if they previously did business with a competitor. Many of those consumers become loyal customers, which adds to the company's market share and decreases market share for the company from which they switched.

Customer Loyalty

By strengthening customer relationships, companies protect their existing market share by preventing current customers from jumping ship when a competitor rolls out a hot new offer. Better still, companies can grow market share using the same simple tactic, as satisfied customers frequently speak of their positive experiences to friends and relatives who become new customers. Gaining market share via word of mouth increases a company's revenues without concomitant increases in marketing expenses.

Talented Employees

Companies with the highest market share in their industries almost invariably have the most skilled and dedicated employees. Bringing the best employees on board reduces expenses related to turnover and training and enables companies to devote more resources to focus on their  core competencies . Offering competitive salaries and benefits is one proven way to attract the best employees; however, employees in the 21st century also seek intangible benefits such as flexible schedules and casual work environments.

Acquisitions

Lastly, one of the surest methods to increase market share is acquiring a competitor . By doing so, a company accomplishes two things. It taps into the newly acquired firm's existing customer base, and it reduces the number of firms fighting for a slice of the same pie. Shrewd executives, whether in charge of small businesses or large corporations, always have their eye out for a good acquisition deal when their companies are in a growth model.

All multinational corporations measure success based on the market share of specific markets. China has been an important market for companies, as it is still a fast-growing market for many products. Apple Inc., for example, uses its market share numbers in China as a key performance indicator for the growth of its business.

Apple's market share in China's smartphone market has varied over the years. For instance, in Q3 2022, it had 14% of the market. In Q4 of 2023, it controlled 21% of the market.

Market share shows the size of a company, a useful metric in illustrating a company’s dominance and competitiveness in a given field. Market share is calculated as the percentage of company sales compared to the total share of sales in its respective industry over a period. A company’s market share can influence its operations significantly, namely, its share performance, scalability, and prices that it asks for its products or services.

Why Is Market Share Important?

Simply put, market share is a key indicator of a company's competitiveness. When a company increases its market share, this can improve its profitability. This is because as companies increase in size, they can also scale, offering lower prices and limiting their competitors' growth .

In some cases, companies may go so far as operating at a loss in some divisions to push out the competitors or force them into bankruptcy. After this point, the company may increase its market share and further increase prices. In financial markets, market share can significantly affect stock prices, especially in cyclical industries when margins are narrow and competition is fierce. Any marked difference in market share may trigger weakness or strength in investor sentiment.

What Strategies Are Used to Gain Market Share?

To gain greater market share, a company may apply one of many strategies. First, it may introduce new technology to attract customers that may have otherwise purchased from its competitor. Second, nurturing customer loyalty is a tactic that can result in both a solid existing customer base and expansion through word of mouth. Third, hiring talented employees prevents costly employee turnover expenses, allowing the company to prioritize its core competencies instead. Finally, with an acquisition, a company can reduce the number of competitors and acquire their base of customers. 

How Do You Measure Market Share?

To determine a company's market share, you divide its total sales by its industry's total sales over a given period. For example, if a company sold $2 million worth of dishwashing liquid and the industry's total sales were $15 million, the company would have a market share of 2/15 = 13.3%

What Is a Low Market Share?

A low market share is considered to be less than half of the market share of the industry leader. So if the industry leader has a market share of 40% and another company has a market share of 10%, that company would be considered to have a low market share as 10% is less than 20% (half of 40%).

Market share is the percent of total industry sales a company has. The higher the market share, the more sales a company has than its competitors in their industry. Market share indicates how large a company is and how much influence it has in its industry. It can also be an indicator of growth and success.

Companies generally seek to increase their market share. Ways to do this are implementing new technologies, delivering a higher quality product, implementing good marketing, acquiring competitors, and generating customer loyalty.

Counterpoint. " China Smartphone Market Share: By Quarter ."

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Strategies for Gaining Market Share

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Introduction

Market share is the portion of a market that is controlled by a particular company or product. It’s a key indicator of how a business is performing in the market, and how it stands in comparison to its competition. Gaining market share is an important business goal, as it demonstrates success and growth and keeps an organization competitive.

When it comes to gaining and increasing market share, many strategies and tactics can be used to increase brand awareness, differentiate products, create loyalty, boost sales, and more. In this blog post, we explore strategies you can use to gain market share in your industry.

Consider the Competition

Researching and analyzing competitors is key to understanding their strategies and conquering the market. Knowing who you’re competing against and what they have to offer gives you the information you need to determine a successful strategy of your own.

Researching Competitors

When it comes to researching competitors, the goal is to uncover key insights that inform your strategy. Start by identifying who your top competitors are and researching their strengths, weaknesses, and offerings. Here are a few ways to do this:

• Explore their websites and social media accounts to understand their messages and offerings.
• Gather information about their pricing, customer service, and promotional strategies.
• Examine press releases, case studies, and other relevant documents to see what successes and failures they've experienced.
• Check out customer reviews to gain a perspective on their products and services from their customers.

The information you gather will be invaluable when it comes time to make decisions about your own strategy.

Analyzing Competitors

Once you’ve identified your top competitors and gathered data on their offerings, it's time to analyze it. Start by looking at the competitive landscape and evaluating your competitors’ strengths and weaknesses. This will give you an indication of what competitive advantages you might have.

Next, dig deeper into market trends. What’s happening in the market that could affect your strategies? Doing this research will help you understand current customer needs and preferences, as well as how your target audience is interacting with competitors’ products and services.

Finally, make sure to incorporate customer feedback into your analysis. Looking at customer reviews can give you invaluable insight into your competitors’ products and services. Use this information to create your own competitive advantages.

Gather Customer Insight

Deep customer insight is essential when gaining and maintaining market share. Survying customers and understanding their needs form the foundation of customer insight. A company need to be aware of and cater to customers' wants and needs in order to remain competitive and gain ground in the market space.

Surveying Customers

Surveying customers is one of the most effective ways to gain customer insight. Surveys can be conducted through a variety of mediums such as emails, website forms, phone calls, in-store visits, etc. Gathering data from customer surveys can help businesses gain valuable insights into their customer needs and preferences, enabling them to develop products and services that cater to those needs.

Understanding Customer Needs

In addition to surveying customers, businesses should also strive to understand customer needs and preferences. This can be done by observing customers in their natural environment, or through feedback gathered from customer service representatives. Understanding customer needs is essential to developing products and services that truly cater to the needs of customers and help businesses gain market share.

Establishing Customer Loyalty

Establishing customer loyalty is also a key element of gaining market share. Loyal customers will provide repeat business, help companies build brand recognition, and provide positive word-of-mouth marketing. To ensure customer loyalty, businesses should strive to provide great customer service, build relationships with customers, and engage with customers on social media.

• Provide great customer service
• Build relationships with customers
• Engage with customers on social media

Optimize Your Pricing

Pricing is essential to gaining market share, and it's important to get it right in order to maximize your profits. Here are some strategies you can use to optimize your pricing.

Analyze Cost Structure

In order to set the right price for your products, you need to know your cost structure. That is, the costs associated with producing and selling the product which can include labor, materials, and other indirect costs. Knowing your cost structure can help you determine the optimal price that will maximize your profit and increase your market share.

Set Competitive Prices

Once you have determined your cost structure, you can set competitive prices that will help you capture additional market share. You should monitor competitor prices regularly to ensure your prices remain competitive. This will help you attract and retain customers and gain more market share.

Offer Discounts

Discounts are an effective way of attracting new customers and promoting loyalty among existing customers. You should consider offering discounts to customers at certain times, such as during a sale or promotion, or during special events. Discounts can be a great way to boost your sales and increase your market share.

By following these strategies, you can optimize your pricing and take advantage of opportunities to gain market share. Analyzing your cost structure and setting competitive prices can help you maximize your profit and capture additional market share, while offering discounts can help you attract new customers and reward loyalty.

Enhance Your Distribution Channels

Market penetration is essential for any business. It is not enough to simply create a great product or service; you must also be able to get it to the market. To be successful, it is essential for businesses to actively seek out opportunities for gaining market share. Enhancing your distribution channels is one way to gain market share.

Increasing Visibility

One way to gain market share is by increasing visibility. This can include increasing brand awareness in the form of advertising, engaging in public relations campaigns, or even partnering up other businesses to spread the word about your services or products. Consider leveraging your social media presence and building relationships with influencers who can help boost your online presence.

Enhancing Access to Customers

Another way to gain market share is by enhancing access to customers. This could be in the form of providing more locations to access your services or product, offering delivery services, expanding your products or services to different geographical areas, or even partnering up with third-party retailers. Consider leveraging the power of the internet and creating an e-commerce platform to reach more customers.

Evaluating Partnerships

Partnering up with other businesses can be an effective way to increase your market share. Consider looking for companies that complement your products/services, who have access to a different demographic or region, or can provide additional services. Evaluate any potential partnerships to ensure they will benefit your company in the long-term.

Promote Your Brand

Gaining market share requires a strong and effective marketing strategy. You need to create a plan that works in congruence with your overall goals and objectives to ensure maximum impact. There are multiple methods you can use to promote your brand and gain market share.

Creating an Effective Marketing Strategy

Creating an effective marketing strategy involves a carefully planned approach. As the objectives and goals are unique for each brand and market, there is no one-size-fits-all solution. Everything from design to messaging needs to be analysed and finetuned in order to create a successful strategy.

Market segmentation is a key part of any successful strategy. It enables you to understand where your target audience is located, what they look for, and how best to reach them. Once you’ve identified the various segments, you can tailor your marketing messages to bring the desired results.

Finally, it’s essential to track and analyse the results of your campaigns. This helps you identify which efforts are working, and where there is room for improvement.

Adopting an Omnichannel Approach

Adopting an omnichannel approach is an effective way to promote your brand and gain market share. This involves creating various campaigns and touchpoints across multiple channels. This will ensure that your message is seen and heard by potential customers regardless of the platform they are using.

Integrating all your channels into a unified experience is also beneficial. This helps create a consistent message and facilitates communication across all platforms.

Leveraging Influencers

Leveraging influencers is an effective way to promote your brand and get your message out there. Influencers can help you reach a wide audience, as well as add credibility to your message, furthering your efforts in gaining market share.

When working with influencers, it’s important to find the right ones for your message. It’s essential to partner with influencers who match your brand and understand your message. This helps ensure that your campaigns will be successful and gain maximum impact.

Gaining market share requires leveraging a multitude of channels and taking a smart, strategic approach. It is essential to have a deep understanding of your target market and an awareness of the competition to stay ahead of the curve and see lasting success. The following strategies provide a framework for gaining market share quickly and effectively:

• Utilize market segmentation to target a specific audience.
• Develop a strong brand identity to stand out from the competition.
• Make use of data-driven insights to better inform marketing strategies.
• Take advantage of digital marketing channels to reach a broader audience.
• Identify and eliminate strategic weaknesses to stay competitive.
• Explore opportunities to collaborate with third-party vendors.

Though these strategies are essential for success, it is important to remember that the process of gaining market share is dynamic. It requires an ongoing effort to stay ahead of the competition and continue to capture larger shares of the market.

Tips for Long-Term Success

In order to succeed in the long-term and achieve sustained success, you should practice the following:

• Regularly analyze the competitive landscape and respond quickly to industry changes.
• Encourage feedback from customers to better understand their needs.
• Perform data-driven experiments early and often to stay ahead of the curve.
• Seek out opportunities to partner with other brands and influencers.
• Diversify channels to optimize your marketing budget and reach.

By taking a strategic, data-driven approach to gaining market share, companies can set themselves up for long-term success. It is essential to understand the needs of your target market, stay ahead of industry changes, and make use of various digital marketing channels to maximize their return on investment and capture the attention of new customers.

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Blog » Tutorials » Market Share: Arti, Cara Menghitung, & Cara Meningkatkannya

Market Share: Arti, Cara Menghitung, & Cara Meningkatkannya

• Posted by by Aorinka Anendya
• May 24, 2023
• 5 minute read

Market share adalah salah satu tolok ukur seberapa berkuasanya sebuah perusahaan. Maksud dari berkuasa di sini yaitu lebih unggul dibandingkan kompetitor dengan jenis produk yang sama. Adapun ukuran seberapa berkuasanya sebuah perusahaan dapat dihitung dari hasil pendapatan perusahaan sendiri. Makin besar angkanya maka perusahaan itu kemungkinan sudah berkuasa dalam market share atau pangsa pasar.

Untuk mengetahui apakah perusahaan kamu berhasil menjadi penguasa ( leader ) atau tidak, kamu dapat mengukurnya lewat hasil market share selama periode waktu tertentu. Nah , bagaimana cara menghitung market share ? Kemudian bagaimana cara meningkatkan market share itu sendiri? Yuk langsung simak di sini!

Apa Itu Market Share?

Market share adalah hasil persentase penguasaan pasar sebuah perusahaan, yang diambil dari total penjualan industri tersebut. Market share ini sama artinya dengan pangsa pasar. Pangsa pasar adalah total penjualan perusahaan bila dibandingkan dengan penjualan di pasar.

Cara menghitung market share atau pangsa pasar yaitu persentase dari total penjualan perusahaan dalam periode tertentu, kemudian dibagi dengan total penjualan industri pada periode yang sama. Semakin besar hasil persentase market share perusahaan kamu, maka semakin besar pula kemungkinan menjadi leader dalam industri tersebut.

Selain itu, semakin banyak perusahaan yang ada pada industri maka semakin tinggi persaingannya. Agar kamu bisa mendapat gambaran yang lebih jelas, simak contoh berikut.

Dalam sebuah industri makanan, terdapat tiga perusahaan yaitu A, B dan C. Dalam satu tahun terakhir perusahaan A mendapat persentase 30%, perusahaan B 50%, dan C 20%.

Dari contoh tersebut, maka kamu bisa melihat bahwa hasil market share terbaik didapat oleh perusahaan B. Jadi, perusahaan B menjadi market leader atau perusahaan yang memiliki pangsa pasar terbesar.

Setelah mengetahui pengertian market share dan seperti apa contohnya dalam bisnis. Selanjutnya, yuk ukur berapa hasil persentase market share perusahaan kamu.

Jenis-Jenis Market Share

Setelah membahas apa itu market share , kali ini kita akan membahas jenis-jenisnya antara lain sebagai berikut:

1. Value Market Share

Di dalam value market share , penghitungan persentase dilakukan berdasarkan pada total segmen penjualan. Ini berarti perusahaan menghitung persentase berdasarkan capaian harga. Angka value market share ini tidak selalu berbanding lurus dengan volume market share . Jadi, meski value market share bisnismu tinggi, tetapi belum tentu volume market share -nya juga tinggi.

2. Volume Market Share

Volume market share mengacu pada penghitungan jumlah total produk yang terjual di pasaran. Biasanya, seringkali volume market share lebih rendah daripada value market share -nya.

3. Revenue Market Share

Revenue market share adalah jenis pangsa pasar yang perhitungannya berdasarkan pada pendapatan kemudian dibandingkan dengan kompetitor. Artinya, revenue market share lebih fokus pada total uang yang dihasilkan dari penjualan produk. Angka revenue market share ini bisa menjadi persentase market share produkmu secara individu.

4. Customer Market Share

Customer market share adalah rasio jumlah pelanggan dibandingkan dengan jumlah seluruh pelanggan di sektor bisnismu. Jenis yang satu ini lebih banyak digunakan di sektor pekerjaan yang jumlah konsumennya benar-benar diperhatikan.

Cara Menghitung Market Share

Sebagai pemilik perusahaan, penting untuk mengetahui dan memantau persentase market share pada setiap periode. Karena hal ini akan berpengaruh pada kinerja dan pertumbuhan perusahaan. Cara menghitung market share adalah membagi jumlah penjualan perusahaan dalam satu periode dengan total penjualan pada industri tersebut.

Periode di sini bisa berupa kuartal, satu tahun atau beberapa tahun. Selain itu, untuk informasi terkait total penjualan dalam industri, kamu bisa mendapatkannya dari sumber yang kredibel seperti badan perdagangan atau langsung dari industri tersebut. Selanjutnya tinggal kamu langsung hitung saja.

Misalnya, kamu hendak menghitung market share perusahaan selama periode satu tahun dengan total penjualan perusahaan sebesar Rp50.000.000 dan total penjualan industri sebesar Rp150.000.000.

Maka cara menghitung market share seperti berikut.

Dengan demikian, penghitungan market share perusahaan kamu adalah sebagai berikut:

Jadi, persentase market share perusahaan selama satu tahun terakhir yaitu 33,3%. Artinya, perusahaan kamu menguasai 33,3% pangsa pasar industri tersebut.

Setelah mengetahui hasilnya, kamu bisa coba bandingkan dengan hasil kompetitor. Apakah sudah cukup besar atau belum, jika belum maka perusahaan perlu melakukan sesuatu untuk meningkatkan pangsa pasar.

Cara Meningkatkan Market Share Bisnismu

Apabila sebelumnya kamu sudah coba menghitung market share bisnis namun hasilnya masih rendah dan jauh dari target, maka sudah seharusnya kamu melakukan langkah-langkah untuk meningkatkan persentasenya. Berikut ini beberapa cara yang dapat dilakukan untuk meningkatkan market share sebuah bisnis:

1. Memiliki unique selling point (USP)

Untuk memenangkan persaingan, produk yang kamu tawarkan harus lebih unggul dari kompetitor. Caranya bisa dengan menetapkan Unique Selling Point (USP) dari produkmu.USP sendiri merupakan hal yang membedakan produk kamu dengan produk kompetitor sehingga konsumen tertarik untuk membeli produk kamu daripada milik kompetitor.

Baca Juga: Mengenal Unique Selling Point (USP) dan Contohnya bagi Bisnis

2. Inovasi dengan produk baru

Ketika bisnis atau perusahaan kamu mulai besar dan banyak pelanggan yang menggunakan. Maka coba untuk inovasi ke produk yang baru, jangan hanya berfokus pada produk sebelumnya saja.

Contohnya seperti perusahaan Gojek , awalnya mereka hanya berfokus pada jasa ojek online -nya saja. Sekarang, mereka terus memperluas produknya dengan kemunculan GoTix untuk pembelian tiket online , Go-Pulsa untuk pembelian pulsa dan masih banyak lagi. Dengan inovasi baru tersebut, pangsa pasar yang dapat mereka raih tentu lebih besar dan luas lagi.

3. Berikan pelayanan terbaik

Menjangkau konsumen yang baru memang penting, namun memastikan konsumen menjadi pelanggan juga harus tetap diperhatikan. Untuk mewujudkannya kamu harus memberikan pelayanan terbaik serta menjaga hubungan yang baik dengan konsumen.

Pelanggan yang setia bisa menjadi peluang untuk memperbesar market share karena mereka akan mempromosikan produk milikmu kepada teman, keluarga, tetangga, rekan kerja, bahkan hingga ke media sosial. Jadi, pastikan kamu sudah memberikan pelayanan terbaik.

4. Strategi marketing

Memanfaatkan strategi yang efektif bisa memudahkan bisnis untuk menjangkau konsumen, karena itu seorang pebisnis harus pandai menyusun strategi marketing . Misalnya menggunakan influencer atau seorang Key Opinion Leader (KOL) untuk menjadi brand ambassador . Kamu juga bisa memanfaatkan strategi promosi terbaik untuk membantu meningkatkan penjualanmu.

Baca Juga: Mengenal Strategi Cross Selling yang Mendatangkan Cuan

5. Perluas bisnis dengan digital marketing

Jika kamu sudah melakukan cara-cara di atas namun bisnismu belum juga berkembang, maka sudah saatnya melakukan pemasaran digital atau digital marketing yang sepenuhnya memanfaatkan saluran digital. Dengan begitu, biaya pemasaran seperti brosur, baliho, atau banner dapat dipangkas. Jadi, biaya pemasaran cenderung kecil namun untung yang didapat lebih besar.

Salah satu pemasaran digital yang paling umum dilakukan seperti membuat website khusus untuk berjualan dan strategi social media marketing . Adapun fungsi website untuk perusahaan sangatlah besar, salah satunya sebagai identitas. Dengan adanya website perusahaan , orang awam akan percaya bahwa brand kita resmi dan bukan abal-abal.

Jadi, secara tidak langsung ini akan membantu meningkatkan pangsa pasar perusahaan kamu. Sekarang, hampir semua perusahaan memiliki website bisnis , salah satunya perusahaan fintech bibit.id berikut ini.

Nah , apabila menjual sebuah produk, memiliki website toko online adalah jalan terbaik untuk meningkatkan market share . Jadi, ketika ada pelanggan yang sedang melihat website toko online kamu, mereka bisa langsung melakukan transaksi saat itu juga. Berikut adalah contoh website toko online berikut, yaitu milik Berrybenka .

Mereka memberikan fitur website sedemikian rupa agar para pelanggan dapat bertransaksi dengan mudah dan nyaman. Hal ini akan mendatangkan lebih banyak konsumen dan semakin memperbesar market share.

Selain website, media sosial juga merupakan salah satu alternatif terbaik yang dapat membantu meningkatkan market share. Media sosial yang dapat digunakan juga beragam, di antaranya seperti yang saat ini sangat ramai digunakan yaitu Instagram , Twitter , dan Tiktok .

Ada banyak hal yang bisa perusahaan lakukan jika mereka memiliki akun resmi di media sosial. Contohnya seperti membagikan konten yang menarik dan related dengan produk, mengadakan giveaway dan masih banyak aktivitas lain.

Dari aktivitas tersebut, perusahaan dapat menjangkau pasar lebih luas lagi dan membangun engagement dengan konsumen. Intinya, jika kamu ingin mengembangkan usaha maupun meningkatkan pangsa pasar, digital marketing adalah kuncinya.

Baca Juga: 9+ Contoh Digital Marketing yang Bisa Sukseskan Bisnismu

Yuk Hitung dan Tingkatkan Market Share-mu!

Jadi, pangsa pasar atau market share adalah hasil persentase dari total penjualan perusahaan kamu dibagi dengan total penjualan industri pada periode waktu yang sama. Hasil perhitungan ini biasanya menjadi tolok ukur seberapa “berkuasanya” sebuah perusahaan dibandingkan kompetitor di industri sejenis.

Dengan menghitung market share kamu bisa menentukan apakah perusahaan atau bisnismu sudah cukup bersaing dengan kompetitor. Jika belum, kamu bisa mulai mempertimbangkan cara meningkatkan market share dengan beberapa cara di atas. Terpenting, pastikanlah untuk memanfaatkan digital marketing untuk memperluas jangkauan bisnismu.

Demikian artikel ini semoga bermanfaat, ya! Kamu juga bisa membaca artikel informatif lainnya di blog Dewaweb . Jika tertarik, kamu juga dapat mengikuti program afiliasi dari Dewaweb ataupun webinar gratis dari Dewatalks yang pastinya bermanfaat untuk menambah wawasanmu seputar dunia digital dan pengembangan website. Salam sukses online !

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Home » Business and Marketing » Market Share Adalah: Fungsi, Jenis, dan Cara Menghitungnya

Market Share Adalah: Fungsi, Jenis, dan Cara Menghitungnya

Agnes nagari.

• Maret 18, 2023
• Business and Marketing

Market share adalah salah satu indikator penting yang harus Anda pahami sebagai pebisnis. Pemahaman yang menyeluruh tentang pangsa pasar akan banyak membantu Anda menjalankan bisnis dengan lebih baik. Setidaknya Anda jadi bisa melakukan berbagai evaluasi yang dapat memengaruhi penjualan produk yang ditawarkan.

Sangat krusial, bukan? Itu sebabnya Anda harus benar-benar memahami apa itu market share dan bagaimana cara menggunakannya untuk kepentingan bisnis. Jika Anda membutuhkan penjelasan lebih jauh, langsung saja baca informasinya di bawah ini. 

Apa Itu Market Share?

Market share adalah ukuran persentase pangsa pasar yang dimiliki oleh sebuah perusahaan atau merek tertentu dalam suatu industri. Hal ini mengacu pada seberapa besar perusahaan tersebut memengaruhi pasar dibandingkan kompetitornya dalam industri yang sama. 

Market share sering kali digunakan sebagai indikator kinerja dan tingkat kompetitif sebuah perusahaan yang pada akhirnya menghasilkan sebuah keputusan tepat. Market share sangat penting bagi perusahaan karena menentukan seberapa sukses mereka dalam memenuhi kebutuhan pelanggan. 

Jika perusahaan memiliki pangsa pasar yang besar maka hal ini dapat dijadikan pertanda bahwa mereka lebih sukses dalam memahami dan memenuhi kebutuhan pelanggan dibandingkan dengan kompetitor. Selain itu market share juga dapat memengaruhi harga dan margin keuntungan perusahaan. 

Makin besar pangsa pasar perusahaan maka makin besar pula kemungkinan mereka untuk menetapkan harga yang lebih tinggi. Jadi pada akhirnya perusahaan tersebut bisa mendapatkan keuntungan yang lebih besar.

Namun perlu diketahui bahwa market share tidak selalu menjamin kesuksesan perusahaan. Bahkan perusahaan dengan pangsa pasar yang besar dapat menghadapi masalah jika mereka tidak mempertahankan kualitas produk, layanan pelanggan, dan inovasi. 

Hal ini dapat menyebabkan perusahaan tersebut kehilangan pangsa pasar dan keuntungan yang lebih rendah. Oleh karena itu penting bagi perusahaan untuk tidak hanya fokus pada mempertahankan pangsa pasar, tetapi juga terus meningkatkan kualitas produk, inovasi, dan layanan kepada pelanggan mereka.

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3 Tujuan Market Share 

Keberadaan market share bukanlah segalanya dalam bisnis. Namun tidak bisa dimungkiri bahwa market share memegang peranan penting dalam operasional bisnis sehari-hari. Di dalam peranannya, market share memiliki tujuan dalam bisnis. Tujuan dari market share adalah berikut ini. 

1. Menilai Performa Perusahaan

Tujuan pertama dari market share ialah untuk menilai performa perusahaan dalam suatu industri. Market share memberikan gambaran tentang seberapa besar pengaruh perusahaan di pasar dibandingkan dengan kompetitornya dalam industri yang sama. 

Melalui pemahaman tentang market share perusahaan maka manajemen dapat mengevaluasi kinerja dan mengukur keberhasilan strategi pemasaran yang dilakukan. Dalam jangka panjang, tujuan ini juga membantu perusahaan untuk mengembangkan rencana bisnis secara lebih efektif dan memperkuat posisi mereka di pasar.

2. Mengevaluasi Permintaan Pasar

Keberadaan market share juga dapat membantu perusahaan dalam mengevaluasi permintaan pasar. Data market share yang akurat akan membantu manajemen dalam mengetahui seberapa besar permintaan pasar terhadap produk atau jasa yang ditawarkan. 

Evaluasi juga bisa dilakukan dengan cara membuat perbandingan market share perusahaan Anda dengan kompetitor. Hasil perbandingan tersebut akan memberikan penjelasan seberapa ketat persaingan di pasar sekaligus menemukan potensi pertumbuhan bisnis pada masa mendatang. 

Nantinya perusahaan bisa langsung mengambil keputusan terkait evaluasi yang berhasil ditemukan. Apakah perusahaan harus mengembangkan produk baru atau meluaskan sayapnya dengan membuka cabang baru.

3. Memudahkan Pengambilan Keputusan yang Tepat Sasaran

Pemahaman tentang market share yang dimiliki perusahaan juga dapat membantu manajemen dalam pengambilan keputusan. Jika terlihat bahwa market share perusahaan mulai menurun maka manajemen dapat memperbaiki strategi pemasaran yang ada. 

Tidak hanya dalam pengambilan keputusan soal strategi pemasaran, market share bisa digunakan untuk menentukan target pasar yang akan dituju. Bisa dibilang market share menjadi suatu kesempatan besar bagi perusahaan untuk kembali memikirkan ulang apakah produk yang dibuat sudah tepat sasaran dalam memenuhi kebutuhan pelanggan atau belum. 

Hal ini dilakukan agar perusahaan benar-benar bisa tetap berdiri serta mempertahankan posisinya dalam persaingan yang ketat. 

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3 Fungsi Market Share 

Market share memiliki beberapa fungsi yang penting bagi perusahaan. Penasaran apa saja? Simak penjelasan lengkapnya berikut ini. 

1. Menilai Daya Saing Perusahaan

Seperti yang sudah disebutkan di awal, market share merupakan indikator yang bisa menilai daya saing suatu perusahaan di pasar. Penilaian ini sangat penting agar perusahaan bisa melangkah mengambil keputusan sesuai situasi yang ada. 

Jika Anda terus memperhatikannya dengan saksama maka kemungkinan akan ada banyak risiko yang bisa diminimalkan. Pengembangan strategi untuk pemasaran dan produksi pun bisa ikut berubah ke arah yang lebih baik. 

2. Membantu Perusahaan Mengembangkan Rencana Bisnis

Market share juga berfungsi membantu perusahaan untuk mengembangkan rencana bisnis dengan lebih efektif. Pertama-tama, evaluasi sangat diperlukan agar perusahaan tahu di mana posisi mereka berada. 

Setelah itu barulah perusahaan dapat bergerak merencanakan bisnis yang lebih baik. Jika strategi yang sudah digunakan belum efektif maka perusahaan bisa mengambil keputusan yang lebih baik dengan mengubah berbagai metode untuk mendapatkan hasil yang diinginkan. 

3. Mengukur Keberhasilan Strategi Pemasaran

Terakhir, market share dapat digunakan sebagai alat pengukur keberhasilan strategi pemasaran perusahaan yang sudah dijalankan. Jika market share perusahaan meningkat maka hal ini akan berjalan lurus dengan peningkatan jumlah penjualan produk mereka. Sebaliknya saat market share perusahaan menurun, hal ini menunjukkan bahwa strategi pemasaran perlu diperbaiki. 

3 Jenis Market Share

Market share dapat dibagi menjadi beberapa jenis, tergantung pada cara pengukurannya dan pasar yang dituju. Setidaknya ada 3 jenis market share yang umum digunakan. Berikut masing-masing penjelasannya. 

1. Absolute Market Share

Absolute market share digunakan untuk mengukur pangsa pasar suatu perusahaan secara mutlak dalam bentuk persentase. Jenis pangsa pasar ini berusaha mengukur volume penjualan perusahaan dibandingkan dengan total penjualan di pasar secara keseluruhan. 

Andaikan suatu perusahaan memiliki penjualan sebesar Rp100 juta dalam satu tahun dan pasar secara keseluruhan memiliki penjualan sebesar Rp1 miliar. Itu berarti market share perusahaan tersebut berada di angka 10%.

2. Relative Market Share

Relative market share merupakan indikator yang mengukur pangsa pasar suatu perusahaan dalam hubungannya dengan kompetitor terdekatnya. Anda akan mendapatkan hasil perhitungan setelah absolute market share suatu perusahaan dengan absolute market share kompetitor terbesarnya. 

Asumsikan kalau perusahaan A memiliki absolute market share sebesar 10%, dan perusahaan B memiliki absolute market share sebesar 20%. Saat keduanya dibagi maka relative market share perusahaan A hanyalah 0,5 atau 50%.

3. Served Market Share

Served market share bisa digunakan untuk mengukur pangsa pasar suatu perusahaan dalam pasar yang telah mereka layani. Dalam hal ini, market share perusahaan diukur berdasarkan jumlah pelanggan atau konsumen yang telah dilayani, bukan dari total pasar yang tersedia. 

Anggaplah suatu perusahaan hanya melayani 30% dari pasar yang tersedia, tetapi memiliki pangsa pasar 50% dari pelanggan yang telah dilayani. Itu berarti served market share perusahaan adalah 50%.

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2 Cara Menghitung Market Share?

Selain perhitungan sederhana yang sudah dijelaskan di atas, Anda bisa menggunakan 2 cara lainnya untuk menghitung share market, yakni menggunakan penjualan dan jumlah unit terjual. Coba ikuti penjelasannya agar Anda bisa menghitung sendiri pada masa depan.

1. Menghitung Market Share dengan Menggunakan Penjualan

Menghitung market share dengan penjualan tidak sulit dilakukan. Anda hanya perlu mencari tahu jumlah penjualan perusahaan dan total penjualan seluruh kompetitor di pasar yang sama. Jangan lupa tentukan juga periode waktunya, apakah itu sebulan atau tiga bulan. 

Penampakan rumus perhitungannya ialah sebagai berikut: 

Market share = (Penjualan Perusahaan / Total Penjualan Seluruh Kompetitor) x 100%

Sebagai contoh, coba asumsikan perusahaan X memiliki jumlah penjualan sebesar Rp 10 miliar dalam satu tahun. Kemudian total penjualan seluruh kompetitor di pasar yang sama ialah Rp 100 miliar dalam satu tahun. Mari coba masukkan data-data tersebut ke dalam rumus sebagai berikut: 

= (Rp10 miliar / 100 miliar) x 100% 

2. Menghitung Market Share dengan Menggunakan Jumlah Unit Terjual

Selanjutnya Anda bisa menghitung market share dengan menggunakan jumlah unit terjual. Untuk menghitungnya, ketahui dahulu berapa jumlah produk Anda dan kompetitor keseluruhan yang telah terjual. Lalu hitung dengan rumus berikut:

Market share = (Jumlah Unit Produk Terjual Perusahaan / Total Jumlah Unit Produk Terjual Seluruh kompetitor) x 100%

Apabila perusahaan X menjual 10.000 unit produk dalam satu tahun dan total penjualan seluruh kompetitor di pasar yang sama adalah 100.000 unit produk dalam satu tahun. Itu berarti perusahaan X akan memiliki market share sebesar: 

= (10.000 / 100.000) x 100% 

Dalam melakukan perhitungan dengan dua cara di atas, penting untuk memastikan bahwa data yang Anda punya memiliki periode waktu yang sama. Pasalnya kejadian politik, ekonomi, dan sosial yang terjadi dalam waktu berbeda juga akan memberikan pengaruh yang signifikan.

Penggunaan market share sebagai indikator penilaian maupun pengambilan keputusan menjadikan perusahaan Anda bisa mengatasi berbagai risiko dengan baik. Namun jangan terlalu terpaku karena market share adalah indikator saja, bukan penentu utama perkembangan bisnis Anda. 

Untuk mengembangkan bisnis Anda ke arah yang lebih baik, tidak ada salahnya untuk mencoba menggunakan strategi digital marketing dari ToffeeDev. Tentunya strategi digital marketing yang baik akan membantu Anda mendapatkan jumlah pasar yang lebih besar dari sebelumnya. 

ToffeeDev sebagai digital marketing agency terkemuka sudah pasti akan membantu Anda menemukan solusi terbaik sehingga bisnis dapat bertumbuh lebih cepat. Jasa digital marketing apa yang bisnis Anda butuhkan?  Kalau Anda belum yakin dengan masalah pada strategi pemasaran digital yang dilakukan maka sekarang waktu yang tepat untuk menggunakan jasa ToffeeDev. Langsung saja hubungi tim ToffeeDev sekarang untuk menemukan jawaban yang Anda butuhkan!

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Apa itu Market Share? Berikut Pengertian dan Cara Menghitungnya

Memahami dan mengetahui market share atau pangsa pasar perusahaan Anda penting karena beberapa alasan, termasuk memberi Anda peningkatan pengetahuan terkait pesaing dan loyalitas konsumen Anda.

Dalam artikel ini. kita akan mengeksplorasi apa arti market share, berbagai jenis pangsa pasar, dan bagaimana perusahaan dapat meningkatkan market share mereka.

Apa itu Market Share?

Pangsa pasar perusahaan atau market share, adalah persentase total produk dalam kategori tertentu yang dijual bisnis tersebut. Dengan kata lain, seberapa banyak perusahaan mengambil ruang di pasar tertentu.

Jadi, jika sebuah perusahaan menjual 50% dari seluruh semangka di industri semangka, perusahaan tersebut akan dianggap memiliki 50% pangsa pasar untuk industri tersebut. Pangsa pasar paling sering diukur setahun sekali atau pada interval tertentu seperti triwulanan.

Sebagian besar perusahaan yang melacak penjualan mereka sendiri menyadari berapa banyak penjualan yang mereka lakukan dalam industri atau kategori tertentu.

Namun, mereka mungkin tidak memiliki gambaran tentang total market share mereka, karena informasi tentang total penjualan dalam suatu industri hanya dikumpulkan dan dirilis oleh pemerintah, agen pengatur, atau asosiasi industri.

Pemerintah mengumpulkan data ini setiap empat tahun pada tahun-tahun yang berakhir pada dua dan tujuh tahun (misalnya, 2012 dan 2017), dan beberapa asosiasi industri dan badan pengatur mengumpulkan data ini setiap tahun atau triwulanan.

Di beberapa industri, tidak mungkin menentukan total pangsa pasar. Misalnya, pembangkit listrik adalah industri di mana total penjualan tidak mungkin dikumpulkan.

Baca juga: Apa itu Customer Value? Berikut Pengertian, Pengukuran, Manfaat dan Contohnya

Bagaimana Perusahaan Menggunakan Market Share?

Market share digunakan dalam beberapa cara berbeda. Salah satu cara perusahaan menggunakan pangsa pasar adalah untuk menarik analis dan investor untuk memasukkan uang ke perusahaan mereka.

Sebagian besar investor dan analis sudah memantau pangsa pasar perusahaan yang mereka minati, karena pangsa pasar yang lebih tinggi menunjukkan daya saing relatif barang atau jasa bisnis.

Sebuah perusahaan yang terus meningkatkan pangsa pasarnya tumbuh lebih cepat daripada pesaingnya dalam banyak kasus, membuatnya lebih menarik bagi investor.

Market share yang lebih tinggi juga memungkinkan perusahaan untuk mencapai skala operasi dan profitabilitas yang lebih tinggi.

Perusahaan dapat memilih untuk bekerja memperluas pangsa pasar mereka menggunakan berbagai taktik termasuk peningkatan iklan, penurunan harga, atau pengenalan produk atau layanan baru.

Mungkin juga mencoba untuk memperluas pangsa pasarnya dengan mendapatkan perhatian dari demografi pelanggan baru.

Baca juga: Pengertian Current Ratio, Rumus, dan Contohnya Pada Sebuah Bisnis

Dampak Market Share dalam Sebuah Bisnis

Market share dapat berdampak besar pada perusahaan, terutama yang lebih matang atau di industri di mana pertumbuhannya kecil atau bahkan tidak ada sama sekali.

Dalam industri siklis, atau industri yang sangat sensitif terhadap siklus bisnis secara keseluruhan, pangsa pasar seringkali paling berdampak dan dapat memiliki efek negatif yang signifikan pada perusahaan yang tidak memiliki pangsa pasar yang besar.

Pada industri yang sedang berkembang, atau industri yang mengalami tingkat pertumbuhan yang lebih tinggi dibandingkan dengan sektor industri lainnya, pangsa pasar kurang berpengaruh karena terus berubah.

Faktor ekonomi dapat mempengaruhi pangsa pasar dengan mempengaruhi varians dari margin, pendapatan dan penjualan. Dalam kebanyakan kasus, semakin tinggi pendapatan dan penjualan perusahaan, semakin banyak pangsa pasar yang dimiliki perusahaan dalam industrinya.

Bagaimana Cara Menghitung Market Share dalam Sebuah Bisnis

Ada dua cara dalam menghitung pangsa pasar adalam sebuah bisnis pertama melalui total pendapatan kedua berdasarkan jumlah unit yang terjual.

Untuk pembahasan lengkap kedua cara penghitungan ini akan kita bahas dibawah secara lengkap:

Menghitung market share berdasarkan total pendapatan

Menghitung pangsa pasar berdasarkan total pendapatan adalah proses yang cukup mudah, apa pun jenis industrinya. Ikuti empat langkah berikut untuk menghitung pangsa pasar untuk total pendapatan:

1. Pilih periode fiskal

Langkah pertama untuk menghitung pangsa pasar perusahaan adalah mengidentifikasi periode fiskal yang ingin Anda tinjau. Ini bisa berupa kuartal fiskal, tahun atau rentang tahun.

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2. Hitung penjualan perusahaan

Langkah selanjutnya adalah menghitung total penjualan untuk perusahaan yang bersangkutan untuk periode yang diidentifikasi.

Untuk perusahaan besar dengan produk yang mencakup beberapa industri, pangsa pasar mereka akan dihitung untuk setiap industri secara terpisah dan tidak berdasarkan total penjualan perusahaan.

Misalnya: Sebuah toko ritel yang menjual makanan, pakaian dan furnitur akan menghitung pangsa pasar mereka di industri grosir hanya berdasarkan penjualan makanan mereka.

Mereka akan menghitung nilai pangsa pasar terpisah untuk pakaian, furnitur, dan sebagainya.

3. Hitung penjualan industri

Setelah menghitung total penjualan untuk satu perusahaan, hitung total penjualan untuk seluruh pasar.

Informasi ini tersedia untuk umum dalam laporan penelitian dan melalui asosiasi industri. Juga, jika suatu industri didominasi oleh beberapa pengecer besar dengan penjualan usaha kecil yang minimal, Anda dapat menggabungkan penjualan untuk pengecer besar untuk menghitung total penjualan pasar.

4. Bagi total penjualan

Langkah terakhir adalah membagi total penjualan masing-masing perusahaan dengan total penjualan industri.

Perhitungan ini akan menghasilkan angka desimal yang dapat diubah menjadi persentase dengan mengalikannya dengan 100.

Menghitung market share berdasarkan jumlah unit yang terjual

Selain menghitung pangsa pasar berdasarkan total pendapatan, perusahaan seringkali menghitung pangsa pasar berdasarkan jumlah unit yang terjual.

Untuk menghitung variasi pangsa pasar ini, ikuti empat langkah berikut:

Demikian pula untuk menghitung pangsa pasar berdasarkan total pendapatan, langkah pertama adalah mengidentifikasi periode fiskal untuk dihitung.

2. Hitung jumlah total unit yang terjual perusahaan

Langkah selanjutnya adalah menghitung jumlah total unit yang terjual dalam periode fiskal yang teridentifikasi.

3. Hitung jumlah unit yang terjual oleh industri secara keseluruhan

Mengikuti perhitungan perusahaan, Anda kemudian menambahkan jumlah total unit yang terjual oleh seluruh pasar. Informasi ini dapat ditemukan melalui saluran yang sama dengan informasi total pendapatan karena perusahaan sering menghitung keduanya saat menjalankan laporan keuangan.

4. Bagi unit yang terjual

Langkah terakhir adalah membagi unit perusahaan yang terjual dengan unit industri yang terjual. Perhitungan ini menghasilkan angka desimal yang dapat diubah menjadi persentase dengan mengalikannya dengan 100.

Contoh penghitungan market share

Berikut adalah contoh perhitungan pangsa pasar untuk pendapatan vs. unit yang terjual untuk perusahaan industri otomotif pada tahun fiskal 2018:

Contoh pangsa pasar untuk total pendapatan

Grayson Auto adalah perusahaan domestik yang memproduksi kendaraan non-mewah. Perusahaan memperoleh pendapatan 14 juta dolar pada 2018. Industri otomotif secara keseluruhan memiliki pendapatan 400 juta dolar.

Jika Anda membagi 14 juta dengan 400 juta, Anda mendapatkan pangsa pasar 0,035 atau 3,5%.

Contoh pangsa pasar untuk unit yang terjual

Pada 2018, Grayson Auto menjual 560 kendaraan. Industri otomotif secara keseluruhan menjual 8.000 kendaraan.

Jika Anda membagi 560 dengan 8.000, Anda menemukan bahwa perusahaan memiliki pangsa pasar untuk unit yang terjual sebesar 0,07 atau 7%.

Baca juga: Laporan Pertanggungjawaban: Fungsi, Tujuan, dan Format Penyusunannya

Membandingkan Market Share

Terkadang, pangsa pasar atau market share berfungsi sebagai alat pembanding. Ini memungkinkan perusahaan untuk membandingkan diri mereka dengan pesaing, dan memungkinkan masyarakat umum dan profesional keuangan untuk memahami kinerja perusahaan di pasar tertentu.

Perbandingan ini mendorong keputusan terkait investasi dan pemasaran yang berdampak pada masing-masing perusahaan, konsumen, dan industri pada umumnya.

Meskipun perusahaan biasanya menghitung pangsa pasar berdasarkan pendapatan dan penjualan unit, industri tertentu mungkin hanya fokus pada satu faktor.

Misalnya, industri dengan titik harga yang konsisten dan kompetitif di seluruh perusahaan mungkin menyadari bahwa statistik pendapatan vs. penjualan unit pada dasarnya menghasilkan informasi yang sama.

Sebaliknya, industri dengan perbedaan harga yang besar antara perusahaan akan menemukan membandingkan pangsa pasar berdasarkan pendapatan lebih bermanfaat.

Sebuah perusahaan mungkin menjual unit dalam jumlah besar, tetapi jika mereka menjualnya pada titik harga yang sangat rendah, pangsa pasar pendapatan mereka akan lebih rendah daripada perusahaan yang menjual lebih sedikit unit dengan harga yang jauh lebih tinggi.

Dalam situasi ini, membandingkan harga satuan saja akan memberikan gambaran yang tidak akurat tentang total pendapatan dan kehadiran perusahaan dalam industri.

Bagaimana Cara Meningkatkan Market Share?

Berikut ini adalah beberapa cara perusahaan dapat meningkatkan pangsa pasar mereka secara keseluruhan:

Pertahankan relevansi

Dalam dunia yang terus berubah saat ini, perusahaan perlu mempertahankan relevansinya dalam industri mereka.

Salah satu cara untuk melakukannya adalah dengan terus berinovasi dan menciptakan produk dan layanan baru yang ditujukan untuk audiens ideal perusahaan Anda.

Cara lain untuk mempertahankan relevansi termasuk secara teratur memeriksa dengan pelanggan Anda untuk melihat apa yang mereka nikmati atau tidak nikmati tentang produk atau layanan Anda, menjadikan pengalaman konsumen sebagai prioritas dan menjaga pelanggan Anda tetap terlibat melalui upaya pemasaran.

Meningkatkan motivasi karyawan

Meningkatkan dan mempertahankan tingkat motivasi karyawan yang tinggi adalah kunci untuk menghasilkan barang dan jasa yang berkualitas.

Karyawan yang termotivasi lebih cenderung peduli dengan pekerjaan mereka dan bersedia meluangkan waktu yang dibutuhkan untuk mengambil bagian dalam penciptaan dan penerapan produk atau layanan yang inovatif.

Cara untuk meningkatkan motivasi karyawan termasuk menawarkan pengaturan kerja yang lebih fleksibel, meningkatkan keterlibatan karyawan dan memungkinkan karyawan untuk mengerjakan proyek yang benar-benar mereka sukai.

Pasarkan ke audiens target yang lebih kecil

Ketika perusahaan memasarkan ke pasar massal, mereka sering melakukannya dengan menggunakan pemasaran yang ditujukan untuk masyarakat umum.

Ini berarti bahwa pemasaran mereka mungkin menarik beberapa orang ke produk atau layanan, tetapi banyak yang tidak tertarik karena tampaknya generik.

Berkonsentrasi pada niche pasar memungkinkan Anda mengarahkan upaya pemasaran Anda ke kebutuhan dan masalah spesifik demografis, meningkatkan kemungkinan demografis itu akan ditarik ke perusahaan Anda.

Ciptakan posisi merek yang unik

Memisahkan diri Anda dari persaingan adalah komponen utama dari peningkatan pangsa pasar.

Ketika Anda menonjol di antara perusahaan lain di industri Anda, pelanggan lebih cenderung membeli dari Anda daripada pesaing Anda.

Salah satu cara untuk menciptakan posisi merek yang unik adalah dengan meneliti kekurangan pesaing Anda dan memasukkannya ke dalam model bisnis Anda.

Jadikan pelanggan baru dan yang sudah ada sebagai prioritas

Menjaga pelanggan Anda saat ini terlibat dan senang adalah bagian penting dari retensi pelanggan serta rujukan pelanggan. Juga, memprioritaskan pelanggan baru sangat penting karena memungkinkan Anda untuk membangun basis pelanggan yang lebih besar.

Gunakan strategi komunikasi yang dipersonalisasi seperti email pemasaran dan pastikan Anda menanggapi pelanggan tepat waktu.

Hitang pendapatan secara berkala

Anda tidak bisa menghitung apa yang tidak bisa Anda nilai, termasuk dalam menghitung market share dalam bisnis Anda.

Oleh sebab itu, Anda perlu menghitung pendapatan dan atau memantau semua produk yang terjual dalam bisnis Anda dan membandingkannya dengan biaya yang Anda keluarkan.

Untuk hal ini, Anda bisa menggunakan proses pembukuan untuk memastikan informasi keuangan dalam bisnis Anda tercatat dengan optimal dan sesuai keadaan sebenarnya dalam bisnis Anda.

Namun, sebisa mungkin hindari proses pembukuan manual yang memakan waktu dan mulai beralih ke proses otomatis seperti menggunakan software akuntansi seperti Kledo untuk memermudah proses pengelolaan pembukuan pada bisnis Anda.

Dengan menggunakan Kledo, Anda bisa dengan mudah melakukan pencatatan pemasukan dan pengeluaran dalam bisnis dengan praktis, membuat faktur, otomatisasi pembuatan laporan keuangan, melakukan manajemen aset dan persediaan dengan mudah, dan masih banyak lagi.

Jadi apalagi yang masih Anda tunggu? Anda bisa mencoba menggunakan Kledo secara gratis selama 14 hari atau selamanya melalui tautan ini.

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Market Share: Pengertian, Fungsi, Jenis, Hingga Cara Meningkatkannya

Pengertian market share – Dunia bisnis pasti akan selalu bersinggungan dengan persaingan pasar, makanya bagi pebisnis menguasai pasar merupakan salah satu tujuan utama. Biasanya, para pebisnis akan menghitung berapa penjualan yang berhasil dilakukan dalam periode tertentu untuk mengetahui dominasi perusahaannya terhadap pasar.

Dalam dunia bisnis, pencapaian ini sering disebut dengan market share atau pangsa pasar. Market share sendiri sangat penting diketahui karena akan menjadi patokan kekuatan perusahaan jika disandingkan dengan kompetitornya.

Nah, dalam artikel ini kita akan membahas tentang pengertian market share, apa saja fungsi dan jenisnya, bagaimana cara menghitungnya, hingga tips untuk meningkatkan market share. Kalau kamu berencana memulai bisnis dalam waktu dekat, simak baik-baik, ya.

Pengertian Market Share

Kotler dan Armstrong (2013) mendefinisikan market share sebagai total penjualan suatu perusahaan dibandingkan dengan total penjualan yang ada di pasar. Angka penjualan ini bisa dihitung secara rasional dan dimanfaatkan untuk beberapa keperluan seperti:

• Menentukan posisi perusahaan di pasar
• Merumuskan dan memilih strategi yang akan digunakan untuk mempertahankan atau memperluas market share

Biar lebih mudah, coba bayangkan saat ini kamu sedang berjualan makaroni di komplek perumahaan karena makanan ini memang sedang viral dan banyak dicari. Namun kamu juga jadi punya banyak saingan.

Katakanlah dalam waktu satu bulan ada 1000 orang yang membeli makaroni, 300 orang diantaranya beli dari tempat kamu, 700 sisanya beli di kompetitor. Ini berarti kamu mempunyai market share 30%.

Biasanya, market share bisa berubah kapan saja tergantung perubahan selera konsumen atau konsumen pindah minatnya ke produk yang lain. Selain itu, semakin banyak pelaku usaha dalam komoditi tersebut, maka persaingan market share-nya akan semakin sengit.

Fungsi Market Share

Market share memiliki beragam fungsi bagi suatu perusahaan, diantaranya seperti:

1. Meningkatkan reputasi

Di mata konsumen, market share kerap dijadikan sebagai indikator penilaian reputasi suatu perusahaan. Kalau produk yang kamu miliki berhasil mendominasi pasar dan bisa mempertahankannya selama beberapa periode, otomatis konsumen bakal lebih percaya pada bisnis yang kamu jalankan.

Bahkan, bisa saja ada konsumen yang mempromosikan produk dan bisnis kamu ke orang lain tanpa kamu minta sama sekali. Dengan begitu reputasi bisnismu jadi meningkat.

2. Tanda adanya potensi konsumen yang baru

Market share juga bisa membantu kamu untuk mengetahui bahwa ada potensi konsumen yang baru di sektor industri yang kamu pilih. Saat market share masih rendah, berarti kamu punya peluang yang besar untuk menjangkau konsumen baru tersebut.

3. Mengukur daya saing bisnis

Persentase market share dari bisnis yang kamu jalankan bisa menjadi indikator untuk mengukur daya saing perusahaanmu. Misalnya, kalau market share kamu berada di bawah kompetitor, berarti kamu harus mencari tahu apa yang dilakukan kompetitor untuk berada di posisinya. Sisanya kamu tinggal menyusun strategi ATM (Amati, Tiru, Modifikasi) untuk meningkatkan market share.

4. Mengukur jumlah penjualan

Kamu juga bisa menggunakan market share untuk mengukur jumlah penjualan. Jika market share-nya tinggi, artinya penjualan produk kamu baik. Begitupun sebaliknya, jika market share-nya rendah, berarti penjualan produkmu kurang baik dan kamu perlu melakukan evaluasi.

Tujuan dari evaluasi ini agar kamu bisa mengetahui apa saja faktor yang mempengaruhi penurunan jumlah penjualan lalu mencari solusinya. Misalnya, dari hasil evaluasi kamu tahu bahwa penjualan di media sosial seperti Whatsapp dan Facebook kurang maksimal, berarti kamu harus segera menyiapkan strategi penjualan digital yang baru.

Jenis-Jenis Market Share

1. Value market share

Di dalam value market share, penghitungan persentase dilakukan berdasarkan pada total segmen penjualan. Ini berarti perusahaan menghitung persentase berdasarkan capaian harga.

Perlu kamu tahu, angka value market share tidak selalu berbanding lurus dengan volume market share. Jadi, meski value market share bisnismu tinggi, tetapi belum tentu volume market share-nya tinggi.

2. Volume market share

Volume market share mengacu pada penghitungan jumlah total produk yang terjual di pasaran. Menariknya, seringkali volume market share lebih rendah daripada value market share-nya.

3. Revenue market share

Revenue market share adalah jenis market share yang perhitungannya berdasarkan pada pendapatan kemudian dibandingkan dengan kompetitor. Dengan kata lain, revenue market share lebih fokus pada total uang yang dihasilkan dari penjualan produk. Angka revenue market share ini bisa menjadi persentase market share produkmu secara individu.

4. Customer market share

Customer market share adalah rasio jumlah pelanggan dibandingkan dengan jumlah seluruh pelanggan di sektor bisnismu. Jenis yang satu ini lebih banyak digunakan di sektor pekerjaan yang jumlah konsumen dan juga subscriber-nya benar-benar diperhatikan.

Keuntungan Dan Kekurangan Market Share

Ketika kamu menjalankan sebuah bisnis atau usaha dan mendapatkan market share yang lumayan besar, kamu akan mendapatkan kesempatan untuk menarik calon investor untuk memberikan tambahan dana atau modal.

Pasalnya, bisnis atau usaha yang mempunyai market share lumayan besar dan berhasil mempertahankannya cenderung mengalami peningkatan omset. Dari peningkatan omset inilah, proses ekspansi usaha jadi lebih mudah dilakukan.

Namun tentu saja, seorang pebisnis tidak boleh cepat merasa puas dan harus selalu berusaha untuk meningkatkan market share-nya. Banyak sekali cara yang bisa dilakukan untuk mewujudkannya, mulai dari menurunkan harga, memanfaatkan iklan digital, inovasi produk, dan masih banyak lagi. Selengkapnya akan dibahas di bagian selanjutnya.

Selain kelebihan tersebut, market share juga memiliki kekurangannya sendiri. Sebab, market share pada dasarnya memang alat yang bisa memberikan gambaran awal yang bisa digunakan oleh pebisnis atau perusahaan.

Misalnya, jika suatu perusahaan punya market share yang lebih besar dari kompetitornya tapi laba yang dihasilkan justru lebih sedikit, maka market share yang dimiliki perusahaan tersebut kurang efektif dijadikan sebagai pengukur keberhasilan perusahaan.

Selain itu, ketika ada satu atau beberapa kelompok perusahaan yang menguasai mayoritas market share, akan membuat perusahaan lain kesulitan untuk bersaing. Monopoli yang sudah sangat kuat tentunya akan sulit diruntuhkan, apalagi oleh perusahaan-perusahaan kecil. Keadaan ini seakan menegaskan bahwa perusahaan kecil hanya bisa mendapatkan keuntungan yang kecil.

Cara Menghitung Market Share

Menghitung market share penting untuk dilakukan untuk mengetahui daya saing perusahaan atau seberapa besar “kekuasaan” produk dari suatu perusahaan di pasar. Untuk menghitungnya, bisa menggunakan rumus:

Market share = (pendapatan perusahaan/pendapatan total industri) x 100%

Misalnya begini:

Selama tahun 2021 kemarin, usaha makaroni yang kamu jalankan berhasil mengumpulkan pendapatan sebesar Rp 30 juta sementara total pendapatan industri makaroni di tahun 2021 adalah Rp 130 juta, maka market share usaha makaronimu menjadi:

Jadi, usaha makaroni yang kamu jalankan berhasil menguasai 23,07% market share di industri penjualan makaroni.

Perlu kamu tahu, sebelum menghitung market share kamu harus menetapkan target konsumen dari usaha yang kamu jalankan. Target konsumen ini harus spesifik. Misalnya kamu menetapkan target konsumennya adalah siswa sekolah dan mahasiswa. Nah, siswa sekolah dan mahasiswa ini perlu dibikin lebih spesifik lagi.

Contohnya siswa dan mahasiswa yang uang jajannya lebih dari 30 ribu per hari atau 900 ribu per bulan. Dari sini kamu bisa tahu kalau target konsumen usahamu adalah siswa yang berasal dari keluarga menengah ke bawah.

Faktor-Faktor Yang Bisa Menghambat Perusahaan Untuk Menjangkau Market Share

Dalam praktiknya, ada faktor eksternal dan internal yang bisa menghambat atau menjadi kendala perusahaan untuk menjangkau market share-nya. Faktor-faktor ini harus dievaluasi secara mendalam agar perusahaan bisa menentukan cara untuk mengatasinya. Adapun faktor tersebut adalah:

1. Target pasar tidak sesuai dengan produk

Terkadang ada pebisnis yang keliru dalam menentukan target pasar sehingga tidak sesuai dengan produk yang ditawarkan. Misalnya kamu menjual makaroni premium dengan harga Rp50 ribu per kilo nya namun kamu menawarkannya ke siswa atau mahasiswa yang uang jajannya 30 ribu per hari. Strategi ini jelas tidak akan berhasil sebab harga produk yang ditawarkan terlalu mahal.

Ada juga sebagian pebisnis yang langsung menyasar pasar menengah ke atas saat baru beroperasi atau masih dalam fase merintis dan brand-nya belum terlalu dikenal. Memang tak ada yang salah dengan strategi ini, hanya saja peluang ruginya lumayan besar.

2. Semakin banyak kompetitor

Faktor selanjutnya adalah jumlah kompetitor di industri yang sama semakin bertambah banyak. Dengan banyaknya penyedia produk, konsumen bisa memilih barang yang benar-benar sesuai dengan kebutuhan mereka. Jika kamu bermain di dalam industri seperti ini, kamu harus pintar mencari Unique Selling Point (USP) dari produkmu agar punya nilai lebih di mata konsumen.

3. Daya saing perusahaan menurun

Menurunnya daya saing perusahaan juga bisa menjadi faktor yang membuat sebuah bisnis sulit menjangkau market share yang ditargetkan. Contohnya, produk yang kamu miliki tidak mempunyai daya tarik atau keunggulan yang membedakan dengan produk dari kompetitor lain.

4. Pemasaran yang salah sasaran

Saat ini, semua bisnis bisa menggunakan teknologi untuk membuat iklan di semua kanal, mulai dari media sosial, website, hingga media digital. Cara ini efektif untuk menyasar pelanggan yang mempunyai ketertarikan spesifik atau relevan dengan bisnis.

Hanya saja, cara ini juga memerlukan strategi pemasaran yang tepat dan tidak bisa dilakukan secara sembarangan. Paling tidak, kamu harus membuat penargetan yang tepat agar iklan benar-benar sampai ke orang yang tepat.

Cara Untuk Meningkatkan Market Share

1. Lakukan metode Amati, Tiru, Modifikasi (ATM)

Dalam dunia bisnis, ada metode yang bernama Amati, Tiru, Modifikasi atau sering disingkat ATM. Dengan metode ini, pebisnis bisa mencari inspirasi dari kompetitor untuk kemudian diubah agar sesuai dengan kondisi yang dihadapi.

Sering kali, pebisnis pemula menganggap metode ini sama dengan menjiplak 100% alias plagiat. Padahal nyatanya ATM dan plagiat justru berbeda. Karena ATM hanya mengambil inspirasi saja, bukan menggunakan ide atau strategi yang sama 100%.

Karena itu, untuk menerapkan metode ATM ini ada beberapa hal yang harus diperhatikan dari kompetitor, diantaranya:

• Apa saja kelebihan serta kekurangan produk kompetitor?
• Bagaimana cara mereka melayani konsumennya?
• Apa saja strategi marketing yang dipakai oleh kompetitor?

Setelah mendapatkan semua jawabannya, kamu bisa memikirkan strategi yang sesuai dengan kondisi bisnismu.

2. Tetapkan Unique Selling Point produk kamu

Untuk memenangkan persaingan, produk yang kamu tawarkan harus lebih unggul dari kompetitor. Bagaimana caranya? Ya dengan menetapkan Unique Selling Point (USP) dari produkmu.

USP sendiri merupakan hal yang membedakan produk kamu dengan produk kompetitor sehingga konsumen tertarik untuk membeli produk kamu daripada milik kompetitor. Beberapa cara yang bisa dilakukan untuk menentukan USP adalah:

• Pahami dulu apa keinginan konsumen. Caranya bisa melakukan survey secara langsung kepada konsumen menggunakan form digital. Di sini kamu bisa menanyakan apa yang konsumen sukai dan tidak sukai dari produk kamu.
• Setelah itu, kamu bisa meminta feedback tentang pelayanan, harga, dan hal lain yang berkaitan dengan bisnismu
• Kemudian evaluasi strategi pemasaran produk agar bisa sesuai dengan keinginan konsumen
• Kamu juga bisa mencari tahu kekurangan produk kompetitor dan menjadikannya sebagai USP produkmu. Di sini ada banyak sekali aspek yang bisa kamu lihat, mulai dari kualitas produk, harga, cara melayani konsumen, gaya bahasa, bahkan hingga feed media sosial.

3. Buat website khusus bisnis

Di zaman serba digital seperti sekarang, pebisnis bisa membuat website khusus untuk berbagai tujuan. Misalnya meningkatkan kepercayaan pelanggan atau menjual produk secara langsung. Selain itu, website juga bisa dimanfaatkan untuk mengembangkan bisnis dengan cara:

• Mengaplikasikan strategi digital marketing
• Menerapkan SEO agar website ada di halaman pertama mesin pencari
• Search Engine Marketing (SEM)
• Dan yang lainnya

4. Manfaatkan strategi marketing yang efektif

Memanfaatkan strategi yang efektif bisa memudahkan bisnis untuk menjangkau konsumen, karena itu seorang pebisnis harus pandai menyusun strategi marketing. Misalnya menggunakan artis untuk menjadi brand ambassador, atau memakai jasa selebgram untuk mempromosikan produk di instagram, dan yang lainnya.

5. Jaga hubungan dengan konsumen

Menjangkau konsumen yang baru memang penting, namun memastikan konsumen menjadi pelanggan juga harus tetap diperhatikan. Untuk mewujudkannya kamu harus menjaga hubungan dengan konsumen.

Ingat, pelanggan yang setia bisa menjadi peluang untuk memperbesar market share karena mereka akan mempromosikan produk milikmu kepada teman, keluarga, tetangga, rekan kerja, bahkan hingga ke media sosial.

Setelah itu, pastikan kamu menjaga agar pelanggan setia tidak kabur ke kompetitor. Caranya bisa dengan:

• Selalu menghadirkan produk yang inovatif serta bisa memenuhi kebutuhan konsumen
• Terus menjaga kualitas produk
• Menggunakan Cross Selling atau Up Selling
• Menyediakan layanan terbaik kepada setiap pelanggan
• Mengadakan customer loyalty program

6. Menurunkan harga produk

Di belahan dunia manapun, konsumen selalu menyukai harga yang lebih murah dan kamu bisa menjadikan kebiasaan ini sebagai strategi untuk meningkatkan market share. Dengan catatan, kamu harus melakukan perhitungan secara matang dan memikirkan semua kemungkinan dengan baik.

7. Lirik kelompok demografi baru

Semakin banyak audiens bisnis kamu, peluang penjualan tentunya akan semakin bertambah besar. Maka dari itu, kalau kamu merasa bisa dan butuh, sebaiknya coba lirik kelompok demografi baru.

Demografi ini bisa usia, status ekonomi, penghasilan, minat, atau yang lainnya. Dengan kata lain, kamu membuat target pasar dan strategi pemasaran yang baru berdasarkan demografi yang berbeda.

8. Rutin melakukan evaluasi

Cara memperbesar market share yang terakhir adalah dengan rutin melakukan evaluasi. Kamu bisa membuat evaluasi untuk menilai perkembangan bisnis setiap minggu, bulan, semester, hingga tahunan. Jika dibutuhkan, kamu bisa menyesuaikan strategi dengan kondisi yang dihadapi.

Meski cara yang terakhir ini penting, namun tak sedikit pebisnis yang melupakannya. Biasanya setelah bisnis berjalan, pebisnis hanya fokus memikirkan pendapatan, marketing, dan juga pengeluaran. Padahal evaluasi juga penting dalam perkembangan bisnis.

Demikian pembahasan tentang pengertian market share hingga cara untuk meningkatkannya. Semoga semua pembahasan di atas bermanfaat sekaligus menambah wawasan kamu.

Jika ingin mencari berbagai macam buku tentang konsumen, maka kamu bisa mendapatkannya di gramedia.com . Untuk mendukung Grameds dalam menambah wawasan, Gramedia selalu menyediakan buku-buku berkualitas dan original agar Grameds memiliki informasi #LebihDenganMembaca.

Penulis: Gilang Oktaviana Putra

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About the author

Saya Hendrik Nuryanto dan biasa dipanggil dengan nama Hendrik. Salah satu hobi saya adalah menulis berbagai macam tema, seperti teknologi, hingga rumus-rumus beserta soalnya.

Market Size: Definisi, Cara Menentukan, Mengukur dan Contoh

Dalam dunia bisnis atau usaha, market size atau ukuran pasar merupakan aspek yang sangat penting. Ini adalah salah faktor penentu utama dalam kelanjutan perusahaan. Perusahaan dapat memperkirakan potensi kesuksesan suatu bisnis di masa mendatang dari market size. 

Itulah sebabnya seorang pengusaha, baik baru maupun sudah lama, harus mengetahui cara mengukur market size. Dari market size, pengusaha juga dapat mengetahui produk atau bisnis apa yang paling diminati oleh konsumen mereka. Sehingga pengusaha dapat memproduksinya dalam jumlah yang lebih besar untuk waktu yang akan datang.

Pengusaha juga bisa menilai apakah produk yang baru mereka luncurkan berpotensi laku atau tidak di masa depan dengan market size. Jika tidak, pengusaha dapat berhenti memproduksinya dan mencoba membuat produk lain yang kemungkinan lebih diminati pasar.

Lalu, apa sebenarnya market size? Bagaimana cara menentukan dan mengukurnya? Apa saja manfaat dan contoh-contohnya? Nah, supaya kamu lebih paham tentang market size, baca artikel ini sampai selesai ya! 

Apa Itu Market Size?

Market size merupakan total jumlah pelanggan potensial atau penjualan dalam waktu tertentu. Umumnya, pengusaha akan mengukurnya dalam satu tahun. Ini adalah cara pengusaha menentukan potensi pasar dan bisnis kedepannya. 

Mengukur market size juga berguna bagi pengusaha sebelum mereka meluncurkan produk atau bisnis baru, sehingga mereka dapat menimbang apakah menginvestasikan uang atau waktu untuk membuat produk maupun bisnis baru itu perlu atau tidak.

Selain itu, market size juga bisa membuat pengusaha melihat keberhasilan investasi pada beberapa tahun sebelumnya. Apabila pada akhirnya pengusaha mendapat keuntungan investasi terhadap suatu produk tidak stabil, maka mereka dapat menunda peluncuran produk tersebut atau proyek lain yang menghabiskan biaya besar. 

Begitu pula sebaliknya, bila keuntungan dari investasi terlihat stabil, pengusaha dapat melanjutkan produksi atau melanjutkan proyek yang sama. Namun hitungan pembuatannya beragam, tergantung pada permintaan pasar.

Market size terbagi menjadi dua jenis, yakni:

1. Pasar Ceruk 

Pasar ceruk atau niche market merupakan ukuran pasar yang spesifik. Market size ini cenderung kecil karena terdiri dari sejumlah konsumen potensial. Umumnya, perusahaan akan menargetkan pasar ini untuk produk-produk eksklusif atau premium, yang dipasang dengan harga tinggi.

2. Pasar Massal

Pasar massal merupakan ukuran pasar dalam jumlah yang besar. Produk untuk pasar massal relatif standar, berbeda dengan pasar ceruk yang ekslusif. 

Produk yang dibuat umumnya untuk memenuhi kebutuhan konsumen. Harga yang dipasang juga kecil sehingga keuntungan yang didapat lebih sedikit dibanding pasar ceruk. Tetapi, biaya produksinya pun lebih kecil.

Cara Menentukan Market Size

Metode untuk menentukan market size disebut market sizing, yang terbagi menjadi dua cara yaitu:

1. Top-down Analysis

Metode ini biasanya berisiko. Sebab, perusahaan harus bisa memperkirakan pangsa pasar yang tepat sesuai dengan produk yang akan dijual. Selain itu, juga wajib menganalisis serta mengalkulasi perkiraan pendapatan yang akan diperoleh perusahaan dari target pasar tersebut.

Top-down analysis menggunakan intuisi, karenanya bersifat optimis. Tetapi, perusahaan bisa meminimalkan risiko rugi dengan melihat kekuatan dan kelemahan pasar yang ditarget. 

Jadi, perusahaan harus memiliki data yang akurat dari pasar tersebut sebelum mulai meluncurkan produk. Data tersebut berupa:

• Total available market (TAM) atau jumlah konsumen yang diharapkan akan dijangkau produk.
• Serviceable Available Market (SAM) atau segmen pasar yang menjadi target produk.
• Share of Market (SOM) atau target pasar yang sanggup dilayani oleh perusahaan.

2. Bottom-up Analysis

Metode ini mengharuskan perusahaan terjun langsung untuk melihat kebutuhan pasar atas produk dengan sejenis yang akan diluncurkan. Tetapi, cara ini memakan waktu yang lama karena harus meriset target spesifik, tidak tergantung pada perkiraan. 

Inilah sebabnya perhitungan kerugian dan potensi keuntungan dari metode bottom-down akan realistis karena sesuai dengan pasar.

Metode analisis ini memerlukan data berupa market share (MS) atau pangsa pasar, rata-rata harga jual suatu produk (P), rata-rata pembelian produk dalam satu tahun (Q), dan total konsumen potensial (N).

Perhitungan untuk menentukan market size ini menggunakan rumus N x MS x P x Q.

Cara Mengukur Market Size

Seperti yang dijelaskan di atas bahwa menentukan market size terbagi menjadi dua pendekatan. Inilah cara mengukur dari masing-masing pendekatan tersebut:

1. Metode Top Down

Cara mengukur market size dengan metode top-down perlu melakukan:

• Menjabarkan kriteria target market
• Perkiranakan Total Available Market (TAM) atau permintaan pasar terhadap produk yang sudah diliris
• Jabarkan wilayah dari pelayanan
• Hitung Serviceable Available Market (SAM) atau pasar yang ditargetkan oleh produk dan berada dalam jangkauan geografis maupun teknologi perusahaan
• Tentukan nilai market share
• Hitung Share of Market (SOM) atau target pasar yang mampu dilayani perusahaan

Misalnya: market size perusahaan airbnb terbagi menjadi TAM 2 miliar (dari seluruh dunia), SAM 560 juta, dan SOM 84 juta.

2. Metode Bottom-Up

Metode ini umumnya digunakan pada usaha atau bisnis yang sudah beroperasi dan menggunakan data dari proses operasional dalam waktu satu tahun.

Rumusnya: Market size potential = N x MS x P x Q

Penjelasan:

N = Total konsumen potensial

MS = Market share dari konsumen potensial

P = rata-rata harga jual produk yang sudah diluncurkan

Q = rata-rata pembelian produk dalam setahun

Manfaat Mengetahui Market Size

Sangat penting bagi perusahaan mengetahui market size. Sebab, pelaku usaha akan mendapatkan manfaat:

1. Potensi pasar baru

Perusahaan yang tahu cara menentukan dan mengukur market size tentu akan mendapat potensi pasar baru. Jika penjualan melemah atau tampaknya sudah mencapai puncak, salah satu cara untuk keluar dari masalah itu adalah menentukan potensi pasar baru.

Tidak ada alasan untuk terus berinvestasi di pasar yang audiens targetnya tidak tumbuh atau justru menurun. Memahami market size dapat membuat pelaku usaha memperhitungkannya lagi supaya tidak terjadi hal yang sama.

2. Mengetahui sasaran pasar

Jika ingin memasuki pasar baru dan menyasar suatu pasar, baik lokal maupun internasional, pelaku usaha perlu memahami apa itu market size. Terutama dalam hal berapa banyak calon pembeli yang ada.

Memasuki pasar dengan target yang kecil dapat membuat produk yang diluncurkan gagal, sehingga hanya akan membuang-buang waktu dan biaya.

3. Dapat menyusun strategi pemasaran yang solid

Mengetahui target pasar, seberapa besar pasar tersebut, dan berapa banyak keuntungan yang akan didapatkan merupakan dasar yang kuat untuk membangun strategi dan menetapkan tujuan yang jelas di masa depan.

4. Mudah memperoleh investasi

Market size merupakan indikator potensi bisnis, produk, atau layanan baru. Bila pelaku usaha dapat menunjukkan bahwa dirinya memiliki peluang bagus untuk menghasilkan uang dan berapa banyak keuntungannya maka akan jauh lebih mudah untuk mendapat investor.

Contoh Market Size

Simpulnya, market merupakan gambaran jumlah pelanggan yang tertarik dengan suatu produk selama periode tertentu dan total jumlah keuntungan yang didapat dari hipotesis tersebut.

Contohnya: 

Grosir pakaian menjual ke pelaku usaha kecil di suatu kota. Untuk menghitung market size, perusahaan grosir tersebut perlu mempertimbangkan gerai toko pakaian yang ada di kota tersebut. Bila terdapat 50 gerai, maka itu akan menjadi faktor ukuran pasar grosir.

Itulah penjelasan mengenai market size, sekaligus cara menentukan serta mengukurnya. Jadi, mau mulai buka usaha kapan?

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Baltimore is selling hundreds of vacant homes to city residents for just $1 each

• Baltimore is selling city-owned abandoned homes to residents for $1 each.
• The initiative aims to revive neighborhoods with high crime rates and surplus vacant homes.
• The city tried a similar housing program in the 1970s with homesteaders. 

The city of Baltimore will sell more than 200 city-owned abandoned homes to residents starting at just $1 each in an effort to revive some of its roughest neighborhoods.

A city board approved the measure on Wednesday in a 4-1 vote, according to The Baltimore Sun.

The Maryland city's crime rates have led to a surplus of vacant homes in certain neighborhoods. According to the city, there are about 15,000 abandoned properties in Baltimore.

Related stories

The $1 home project approved this week targets about 200 of those city-owned residences. The properties will be marketed to Baltimore residents who commit to restoring and living in the homes.

The program is meant to incentivize Baltimore locals to buy up the cheap properties, though developers and nonprofits can also purchase the vacant homes — for $3,000, according to local news reports .

The city is offering home repair grants of $50,000 to individuals who are pre-approved for a construction loan, Bloomberg reported.

Baltimore implemented a similar housing project in the 1970s when it offered homesteaders the chance to snatch up $1 abandoned properties if they promised to fix them up.

The modern version of the project has backing from Baltimore Mayor Brandon Scott, but some city council members raised concerns. Baltimore City Council President Nick Mosby, during a Wednesday meeting, questioned whether Scott's administration had done enough to make sure Baltimore locals are given first dibs on the homes, citing concerns that the project could eventually lead to poorer people being pushed out, The Sun reported.

City housing officials, however, say a 90-day window is in place to allow Baltimore locals to get first dibs on the homes, according to the outlet.

Watch: Check out a ghost town of deserted Chinese mansions

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Saudi Arabia Plans $40 Billion Push Into Artificial Intelligence

The Middle Eastern country is creating a gigantic fund to invest in A.I. technology, potentially becoming the largest player in the hot market.

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By Maureen Farrell and Rob Copeland

The government of Saudi Arabia plans to create a fund of about $40 billion to invest in artificial intelligence, according to three people briefed on the plans — the latest sign of the gold rush toward a technology that has already begun reshaping how people live and work.

In recent weeks, representatives of Saudi Arabia’s Public Investment Fund have discussed a potential partnership with Andreessen Horowitz, one of Silicon Valley’s top venture capital firms, and other financiers, said the people, who were not authorized to speak publicly. They cautioned that the plans could still change.

The planned tech fund would make Saudi Arabia the world’s largest investor in artificial intelligence. It would also showcase the oil-rich nation’s global business ambitions as well as its efforts to diversify its economy and establish itself as a more influential player in geopolitics. The Middle Eastern nation is pursuing those goals through its sovereign wealth fund, which has assets of more than $900 billion.

Officials from the Saudi fund have discussed the role Andreessen Horowitz — already an active investor in A.I. and whose co-founder Ben Horowitz is friends with the fund’s governor — could play and how such a fund would work, the people said. The $40 billion target would dwarf the typical amounts raised by U.S. venture capital firms and would be eclipsed only by SoftBank, the Japanese conglomerate that has long been the world’s largest investor in start-ups.

The Saudi tech fund, which is being put together with the help of Wall Street banks, will be the latest potential entrant into a field already awash in cash. The global frenzy around artificial intelligence has pushed up the valuations of private and public companies as bullish investors race to find or build the next Nvidia or OpenAI. The start-up Anthropic, for instance, raised more than $7 billion in one year alone — a flood of money virtually unheard-of in the venture capital world.

The cost of funding A.I. projects is steep. Sam Altman, the chief executive of OpenAI, has reportedly sought a huge sum from the United Arab Emirates government to boost manufacturing of chips needed to power A.I. technology.

Saudi representatives have mentioned to potential partners that the country is looking to back an array of tech start-ups tied to artificial intelligence, including chip makers and the expensive, expansive data centers that are increasingly necessary to power the next generation of computing, according to four people with knowledge of those efforts, who were not authorized to speak publicly. It has even considered starting its own A.I. companies.

Two of the people said that Saudi’s new investment push is likely to take off in the second half of 2024. A $40 billion fund could make both the Saudi Arabian government and Andreessen Horowitz key players in races to corner various businesses related to the field.

Mr. Horowitz and Yasir al-Rumayyan, the governor of the Public Investment Fund, have discussed the possibility of the Silicon Valley firm setting up an office in the country’s capital, Riyadh, one person with knowledge of the conversations said.

Other venture capitalists may participate in the kingdom’s tech fund, two people briefed on the plans said.

Partly because of its enormous financial clout and growing ambitions, those in international business circles closely monitor moves made by the Public Investment Fund, which was created in 1971.

In 2018, just as Saudi Arabia was becoming a major destination for investment firms and entrepreneurs seeking financial backing, the country’s agents killed the dissident Saudi journalist Jamal Khashoggi in the kingdom’s Istanbul consulate, which for a spell seemed to damage the nation’s reputation among international financiers.

In 2022, the Saudi government invested billions into a firm run by former President Donald J. Trump’s son-in-law Jared Kushner, among others, which was seen by many as a political move. One of its recent deals to merge its LIV Golf upstart with the PGA Tour raised the ire of golfers, but the pact is also controversial in part because of Saudi Arabia’s human rights record.

Saudi Arabia, which poured $3.5 billion into Uber in 2016, has largely struggled with technology investing. It handed $45 billion to SoftBank for the Japanese firm’s $100 billion Vision fund, which was channeled into dozens of enterprises including the now-bankrupt real estate firm WeWork and other failed start-ups, such as the robotic pizza-making company Zume.

Many in Silicon Valley and on Wall Street have welcomed the nation back into the fold. During this year’s Super Bowl, Mr. Horowitz hosted Mr. al-Rumayyan, according to two people briefed on their activities.

The two men also spent time together before and after the game, the people said, with Mr. Horowitz giving Mr. al-Rumayyan tours of Las Vegas, his adopted city, and introducing the investor to his friends in music and sports.

Maureen Farrell writes about Wall Street, focusing on private equity, hedge funds and billionaires and how they influence the world of investing. More about Maureen Farrell

Rob Copeland is a finance reporter, writing about Wall Street and the banking industry. More about Rob Copeland

Explore Our Coverage of Artificial Intelligence

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French regulators said Google failed to notify news publishers  that it was using their articles to train its A.I. algorithms, part of a wider ruling against the company for its negotiating practices with media outlets.

Apple is in discussions with Google  about using Google’s generative A.I. model called Gemini for its next iPhone.

The government of Saudi Arabia plans to create a fund of about $40 billion  to invest in A.I., according to three people briefed on the plans.

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By interacting with data about genes and cells, A.I. models have made some surprising discoveries and are learning what it means to be alive. What could they teach us someday ?

Covariant, a robotics start-up, is using the technology behind chatbots  to build robots that learn skills much like ChatGPT does.

When Google released Gemini, a new chatbot, the company quickly faced a backlash. The episode unleashed a fierce debate  about whether A.I. should be guided by social values.

A.I.’s booming growth is radically reshaping an already red-hot data center market, raising questions about whether these sites can be operated sustainably .

Few companies better illustrate how A.I. is changing Silicon Valley deal-making than Anthropic, one of the world’s hottest A.I. start-ups .

Business | Justice Department sues Apple, alleging it…

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Business | bring chicago home referendum voted down, ap says, business | justice department sues apple, alleging it illegally monopolized the smartphone market.

By MICHAEL LIEDTKE, LINDSAY WHITEHURST, FRANK BAJAK and MIKE BALSAMO (Associated Press)

WASHINGTON (AP) — The Justice Department on Thursday announced a sweeping antitrust lawsuit against Apple, accusing the tech giant of engineering an illegal monopoly in smartphones that boxes out competitors, stifles innovation and keeps prices artificially high.

The lawsuit, filed in federal court in New Jersey, alleges that Apple has monopoly power in the smartphone market and leverages control over the iPhone to “engage in a broad, sustained, and illegal course of conduct.”

“Apple has locked its consumers into the iPhone while locking its competitors out of the market,” said Deputy Attorney General Lisa Monaco. Stalling the advancement of the very market it revolutionized, she said, it has “smothered an entire industry.”

Apple called the lawsuit “wrong on the facts and the law” and said it “will vigorously defend against it.”

The suit takes aim at how Apple allegedly molds its technology and business relationships to “extract more money from consumers, developers, content creators, artists, publishers, small businesses, and merchants, among others.”

That includes diminishing the functionality of non-Apple smartwatches, limiting access to contactless payment for third-party digital wallets and refusing to allow its iMessage app to exchange encrypted messaging with competing platforms.

It specifically seeks to stop Apple from undermining technologies that compete with its own apps — in areas including streaming, messaging and digital payments — and prevent it from continuing to craft contracts with developers, accessory makers and consumers that let it “obtain, maintain, extend or entrench a monopoly.”

The lawsuit — filed with 16 state attorneys general — is just the latest example of aggressive antitrust enforcement by an administration that has also taken on Google, Amazon and other tech giants with the stated aim of making the digital universe more fair, innovative and competitive.

“The Department of Justice has an enduring legacy taking on the biggest and toughest monopolies in history,” said Assistant Attorney General Jonathan Kanter, head of the antitrust division, at a press conference announcing the lawsuit. “Today we stand here once again to promote competition and innovation for next generation of technology.”

Antitrust researcher Dina Srinavasan, a Yale University fellow, compared the lawsuit’s significance to the government’s action against Microsoft a quarter century ago — picking a “tremendous fight” with what has been the world’s most prosperous company.

“It’s a really big deal to go up and punch someone who is acting like a bully and pretending not to be a bully,” she said.

President Joe Biden has called for the Justice Department and the Federal Trade Commission to vigorously enforce antitrust statutes. While its stepped-up policing of corporate mergers and questionable business practices has met resistance from some business leaders — accusing the Democratic administration of overreach — it’s been lauded by others as long overdue.

The case seeks to pierce the digital fortress that Apple Inc., based in Cupertino, California, has assiduously built around the iPhone and other popular products such as the iPad, Mac and Apple Watch to create what is often referred to as a “walled garden” so its hardware and software can seamlessly offer user-friendly harmony.

The strategy has helped Apple attain an annual revenue of nearly $400 billion and, until recently, a market value of more than $3 trillion. But Apple’s shares have fallen by 7% this year even as most of the stock market has climbed to new highs, resulting in long-time rival Microsoft seizing the mantle as the world’s most valuable company.

Apple said the lawsuit, if successful, would “hinder our ability to create the kind of technology people expect from Apple — where hardware, software, and services intersect” and would “set a dangerous precedent, empowering government to take a heavy hand in designing people’s technology.”

“At Apple, we innovate every day to make technology people love — designing products that work seamlessly together, protect people’s privacy and security, and create a magical experience for our users,” the company said in a statement. “This lawsuit threatens who we are and the principles that set Apple products apart in fiercely competitive markets.

Apple has defended the walled garden as an indispensable feature prized by consumers who want the best protection available for their personal information. It has described the barrier as a way for the iPhone to distinguish itself from devices running on Google’s Android software, which isn’t as restrictive and is licensed to a wide range of manufacturers.

“Apple claims to be a champion of protecting user data, but its app store fee structure and partnership with Google search erode privacy,” Consumer Reports senior researcher Sumit Sharma said in a statement.

The lawsuit complains that Apple charges as much as $1,599 for an iPhone and that the high margins it earns on each is more than double what others in the industry get. And when users run an internet search, Google gives Apple a “significant cut” of the advertising revenue those searches generate.

The company’s app store also charges developers up to 30 percent of the app’s price for consumers.

Critics of Apple’s alleged anticompetitive practices have long complained that its claim to prioritize user privacy is hypocritical when profits are at stake. While its iMessage services is sheathed from prying eyes by end-to-end encryption, that protection evaporates the moment someone texts a non-Apple device.

But Will Strafach, a mobile security expert, said that while he believes Apple needs reigning in, he’s concerned that the Justice Department’s focus on messaging may be misplaced and could weaken security and privacy.

“I am quite glad that access to SMS messages is restricted,” said Strafach, creator of the Guardian Firewall app.

He notes that a number of apps, ostensibly for weather and news, on iPhones have secretly and persistently sent users’ GPS data to third parties. Strafach said he is concerned weakened Apple security “could open the door to stalkerware/spouseware, which is already more difficult to install on Apple devices compared to Android.”

However, prominent critic Cory Doctorow has complained that while Apple has blocked entities like Facebook from spying on its users it runs its “own surveillance advertising empire” that gathers the same kinds of personal data but for its own use.

“Apple has a history of clandestine deals with surveillance giants like Google, and (CEO) Tim Cook gave Uber a slap on the wrist instead of an app store ban when (the ride-sharing company) built a backdoor to spy on iPhone users who had already deleted Uber’s app,” noted Sean O’Brien, founder of Yale’s Privacy Lab.

Fears about an antitrust crackdown on Apple’s business model haven’t just contributed to the drop in the company’s stock price, there also is concern it lags behind Microsoft and Google in the push to develop products powered by artificial intelligence technology.

Antitrust regulators made it clear in their complaint that they see Apple’s walled garden mostly as a weapon to ward off competition, creating market conditions that enable it to charge higher prices that have propelled its lofty profit margins while stifling innovation.

“Consumers should not have to pay higher prices because companies break the law,,” said Attorney General Merrick Garland. Left unchallenged, Apple would “only continue to strengthen its smartphone monopoly,” he added.

William Kovacic, a former chairman of the Federal Trade Commission who teaches at George Washington University, said he expects the core of Apple’s defense to be that it is not at all a monopoly in the smartphone market. Justice Department lawyers have built a “high-quality” argument of harm in the 88-page indictment with “impressive excerpts from the firm’s own documents,” he said.

But don’t expect a verdict until 2026 — which means the case could easily drag on with appeals.

The case escalates the Biden administration’s antitrust siege, which has already triggered lawsuits against Google and Amazon accusing them in engaging in illegal tactics to thwart competition, as well as unsuccessful attempts to block new acquisitions by Microsoft and Meta Platforms.

In addition the FTC sued Facebook in 2020 over its acquisitions of Instagram and WhatsApp.

Kovacic predicts antitrust action by the FTC or Justice Department against Microsoft over its relationship with OpenAI is “coming up around the corner,” and “the two agencies are fighting over who will handle that better.”

“They foreshadowed this would be their agenda and they’re filling out the agenda the way they said,” he added. “These are all high-stakes matters, and you can expect an intense and aggressive defense.”

Apple’s business interests are also entangled in the Justice Department’s case against Google, which went to trial last fall and is headed toward final arguments scheduled to begin May 1 in Washington, D.C. In that case, regulators are alleging Google has stymied competition by paying for the rights for its already dominant online search engine to be the automatic place to handle queries on the iPhone and a variety of web browsers in an arrangement that generates an estimated $15 billion to $20 billion annually.

With the Justice Department mounting a direct attack across its business, Apple stands to lose even more.

Liedtke reported from San Francisco.

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