Market share

Market share is the percentage of a market (defined in terms of either units, income or revenue) accounted for by a specific entity. Market share is closely observed for signs of change in the competitive landscape, and it frequently drives strategic or tactical action.

To increase the market share is one of the most important target and purpose of a business. The main advantage of using market share as a measure of business performance is, that it is less dependent upon macro environmental variables such as the state of the economy or changes in tax policy.