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Healthcare Glossary

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Market share

The proportion of an individual company's sales compared to total sales from all companies for a product in a given market. This is usually expressed as a percentage.

Marketers require translation of sales targets into market share as it demonstrates whether forecasts are to be achieved by expanding with the market or by capturing shares from rival businesses. Market share is closely scrutinised for evidence of change in this aggressive environment, and it generally activates strategic or tactical action.

See also:
Market forecast
Market leader
Market positioning
Market segmentation

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