 there is a limit to the products that can be supported in a market  the competitive market is the specific products in a category as well as companies that produce them  market share is the percentage money that a product takes of the total dollars spent within a particular category

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 Why has the ebook market increased so much over the past few years?  Why do you think Amazon leads all e-book sellers in terms of market share?  If you were running Amazon – how would you complete with the iPad and where would you focus your growth?

 Market Share is often too broad  Ex. beverages, computers, magazines  market segments are narrower categories that have an identifiable characteristic  Ex. Beverages – Juice – Apple Juice

1) Increase the size of the overall market  Can be very difficult  Convince consumers that they need to purchase your industries goods or service  Risk that consumers may choose the competition 2) Take sales away from its competitors  Much more common of the two

 Unlikely to see a change of more than one or two percent in a given year  But the one or two percent is CRUCIAL

 Your group of 3 will be given an industry to research  How much money was made in that market  Who are the major players? What companies have the top three market share?  If you were a marketing executive for a company in your industry, how would you increase the number of customers in the market?

 You may use either US or Canadian Data  Group 1: Energy Drinks  Group 2: Television  Group 3: Fast Food  Group 4: SUV’s  Group 5: Video Game Console