$\backslash$table$[[,\backslash$table$[[$Marketing Intermediaries$],[$Data$],[$Avg$.$ Unit$],[$Price$]],$Unit Sales,$\backslash$table$[[$End Consumer Data$],[$Avg$.$ Unit$],[$Price$]],$Unit Sales$],[$OUR BRAND,$$22\mathrm{.}6,20,000,$$$36\mathrm{.}16,24,000],[$Competitor A$,$$$27\mathrm{.}4,22,000,$$$57\mathrm{.}54,24,200],[$Competitor B$,$$$12\mathrm{.}3,16,000,$$$18\mathrm{.}45,14,400],[$Competitor C$,$$$24\mathrm{.}2,15,000,$$$53\mathrm{.}24,18,000],[$TOTALS$,,73,000,,80,600]]$ If the brand manager for Competitor B was not very ethical, which market share metric would he$/$she likely choose to report?

Calculate the unit market shares and revenue market shares for the end consumer data. $($Round to the nearest percent.$)$

He$/$she would likely choose the

unit market share for end customer data

metric to report. Looking at the marketing intermediary results, which brand has the greatest sensitivity to their market share $\%$ depending on which calculation is used

Calculate the unit market shares and revenue market shares for the marketing intermediaries data. $($Round to the nearest percent.$)$

Competitor A has the greatest sensitivity to their market share $\%$ depending on which calculation is used. One of the most common ways a company assesses the performance of one of its brands is by measuring its market share and comparing its market share to competitors. In many$$ cases, it is common for someone to read a report for a$$ brand's market$$ share, reported as a$\%,$ but little or no context is given about how that market share$\%$ was actually calculated. It turns out the decisions that go into the market share calculation can have substantial impact on how to report and interpret a$$ brand's market share.

In this$$ problem, you will be asked to calculate the market share for several different brands using several different market share calculation approaches. In$$ addition, another important aspect of market share calculation is to understand whether the sales units or sales revenues are being calculated in terms of purchases made by the end consumer or by shipments made to marketing intermediaries like wholesalers. Many companies do not sell their products directly to end$$ consumers, so on one hand it makes sense to count sales to intermediaries as the relevant measure of market share. On the other$$ hand, this approach can create deceptively high market shares for a brand if intermediaries overstocked a brand and are now unable to sell the product in a timely mannClick the icon to view the sales data table.

Part $2$

Does it appear that marketing intermediaries may be overstocking any of the$$ brands? If$$ so$,$ for which brand does this overstocking problem appear to be most$$ severe?

The overstocking problem appears to be most severe for

OUR BRAND

Looking at the marketing intermediary$$ results, which brand has the greatest sensitivity to their market share$\%$ depending on which calculation is$$ used?

Calculate the unit market shares and revenue market shares for the marketing intermediaries data. $($Round to the nearest$$ percent.$)$