The market share is the relative frequency of the sales of one product divided by the total sales of all competitors in the market, as depicted below:

The sum of the market shares of all competitors in one market must equal 1 or 100%. For convenience, the market share can be computed both in value or units, which can lead to different results.

In this context, the definition of the market is one very basic aspect of the Product Portfolio Analysis. Each competitor within a given market must be taken into account in order to make a plausible estimate of the market growth.

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