AS Business

1. Do Now!
Define market
segmentation.
List the three main
categories for market
segmentation and
their meaning.

2. Market Segments
Where the market is broken down into smaller
sections with similar characteristics.

3. Understanding Markets

4. Learning Objectives
By the end of this lesson you should be able to:
1. Understand and use numerical techniques to analyse
data.
2. Use numerical techniques to analyse market conditions.

5. Proportions of a total market share
Soft Drink Market Share
Market share – the proportion of
a total market accounted for by
Sprite one product or company.
14%
Market size – the measurement
Fanta Coca- Cola
40%
of the size of a whole market.
17%
Expressed as value of sales
(currency) or volume of sales
(units).
Pepsi
29%
Market share
Total in a market x 100

6. Market Share
What is the market share for each Market share
of the following Businesses? Total in a market x 100
Company Sales Market Share
Topshop 400,000 41%
Oasis 250,000 26%
Warehouse 200,000 21%
New Look 125,000 13%
Total 975,000 100%

7. Changes in market share
Suppose a business had sales of last year of £300,000 and this
year sales where £425,000. How do we calculate?
How much has the value changed? (£425,000 - £300,000)
New value of sales – old value of sales £125,000
Original value x 100 £300,000 x 100 = 41.67%
Market growth – measurement
of a the change in market
size, usually expressed as a
percentage.

8. Hendersons
Complete questions 1
and 2 - P40.
Prepare to share your
answers.

9. Re-cap Learning Objectives
By the end of this lesson you should be able to:
1. Understand and use numerical techniques to analyse
data.
2. Use numerical techniques to analyse market
conditions.

10. Finally
Write down and
define four
keywords from this
this lesson.