Whilst sales figures are a good indicator of a company’s performance, they do not necessarily provide the means with which to make comparisons against competitors.  In this instance a more dynamic metric is Market Share.

A major telecommunications company, commissioned Forethought to track Market Share within multiple markets and product areas over a seven year period.  Forethought determined Market Share by surveying a representative sample of end users in order to calculate the proportion of total sales received by our client and our client’s competitors.  Simultaneously, Forethought was able to identify what percentage of total customers in the market ‘belonged’ to our client, thus indicating Market Penetration.  In addition, Forethought measured the’ dollar spend’ per customer, which indicated the Share of Wallet amongst our client’s individual customers. As a result, Forethought was successfully able to gauge the fiscal value of our client’s share of the market.

In the dynamic telecommunications market, this research was invaluable in assisting our client to confidently and speedily assess its performance relative to competitors, whilst identifying market trends and developing an informed corporate strategy.