Market share is the number one health indicator for your company. If it is flat or - worse yet - falling, you have a serious problem on your hands. Market Engineering techniques can help you reverse this problem and ensure that this trend does not surprise your company again.

10 Ways Market Engineering Can Improve Market Share Position

1. Market Engineering measurements clearly identify declines in market share, eliminating speculation and doubt.
2. Competitive measurements identify which competitors are succeeding, and why.
3. Customer measurements on your ex-customers give insights on why they are leaving you.
4. Competitive Engineering techniques illustrate the areas in which your company must improve to maintain share.
5. A Market Engineering system integrates the entire company into a competitive team.
6. Market Engineering measurements and trends spur clear market strategies to regain share.
7. Market Engineering measurements and segmentation identify new market opportunities to exploit and increase share.
8. Market Engineering integrates all departments to create a more market-focused company.
9. A Market Engineering monitoring system constantly tracks movement in market share to reduce risk of further loss of share.
10. Market Engineering identifies future threats, trends, and opportunities to support the company in shifting from being reactive to proactive.

Checklist for Reversing Loss in Market Share Position

• Accurately measure market share position over time
• Gain full company agreement and support of solving problem
• Perform competitive analysis on winners in share to identify the reason
• Perform customer analysis on ex-customers to see why they left
• Perform customer analysis to identify their needs more clearly
• Perform segmentation analysis of market to identify new market opportunities
• Perform cross-departmental competitor benchmarking (see Competitive Engineering) to identify areas in need of improvement
• Develop measurement-driven competitive strategy to win back share
• Create a Market Engineering monitoring program to accurately monitor the company's market share position over time
• Buy, read, and implement Industrial Market Engineering or Healthcare Market Engineering

The following questions will help our consultants target their strategic consulting advice to your specific situation. Once we receive this information, our consultants and market analysts will analyze your situation based on the Frost & Sullivan world database of market information, applying years of practical industry experience and current market conditions. There is no obligation and no cost for this service. Please take time to answer the questions in as great detail as possible. Your responses will be kept strictly confidential and will only be used to create carefully targeted strategic advice.

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Challenge Questions: Falling/Flat Market Share

1. What market are you competing in?
2. How do you know market share is falling or flat?
3. What do you see as the risk to this falling market share?
4. How often does your company measure market share?
5. Why do you think market share is falling?
6. Who is gaining in market share in this market?
7. What are the winners doing to gain market share?
8. Who else is losing market share in this market?
9. What do the losers have in common?
10. On a scale of one to ten, how competitively oriented is your company?
11. Do you know why customers are shifting to the competition?
12. Have you interviewed the customers to ask why?

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