There is a lot of concealment of figures when it comes to installed capacity and capacity utilization. This tends to limit what marketing researchers can achieve and most times would result in unguided estimations.
In your own view, what are the various ways one can determine a companies contribution to a sectors market size?
Good question Aderogba....referring to the company's public data such as annual reports will give an indication of Sales Turnover. The industry/sector can be computed in the same way or else calculate/extrapolate from available statistics on main ingredients etc.The big problem is when the companies fo not publish their annual report!
Aderogba Adewui,
Would you consider calculating market share by the number of customers/subscribers companies served in their respective market? If yes, you may want to run random survey to collect details of market share.
http://www.quora.com/If-I-cant-find-any-market-share-what-is-an-equivalent-measure-to-determine-position-of-a-company/answer/Kashif-Khan-11?__snids__=722994252&__nsrc__=1&__filter__=all
This may seem a little simplistic but I have been an executive for many years in corporate institutions. If you require information like that I would simply ask them, and detail your interest. Many large corporates will have pages on their websites dedicated to market share, especially if you go into their financial pages. As to whether you can assess if they are accurate or not, I think the honest answer is you wont be able to, but as previously mentioned, they publish annual accounts, companies house (in the UK) offer information on companies for approximately £5 you can obtain a set of their filed annual accounts it is that public, so you could then work out who has the market share, independently.
Yes the best way is to ask the company. Generally they would tell. may not the breakups but gross / overall figures.
There would always be a lot of secondary data available about the industry as a whole. There are models to estimate market potential/market demand/sales potential / sales estimates. Cross referencing these would also get you data.
Apart from the annual filings there are industry associations which publish data and which is based on the inputs given by individual member organisations.
Also, this has to be a regular ongoing activity. For the first time this would be a time consuming requiring efforts.
One way to determine a company's market share, in its sector, is in its timing of its successful introduction to the potential customers.
Many manufacturing companies are losing the competitive race in this area to the speedy and effective execution process, which other successful companies (for example, some Japanese electronic manufacturers) use.
Article Analysis of pricing strategies for new product introduction
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