analisis pasar - pengantar pangsa pasar
Definisi
. Pangsa pasar dapat didefinisikan sebagai persentase dari seluruh penjualan dalam pasar yang dipegang oleh satu merek / produk atau perusahaan Pangsa pasar dapat diukur dengan beberapa cara Namun, dua langkah yang paling penting adalah oleh.:
- Pendapatan Penjualan
- Volume penjualan ( jumlah unit yang terjual )
Contoh pangsa pasar
Pangsa pasar informasi di pasar ritel pakaian Inggris terangkum di bawah:
Position | Brand | Sales(�'m) | Market Share (%) | Number of Outlets |
1 | Marks & Spencer | 2,743 | 10.2 | 315 |
2 | Next | 1,708 | 6.3 | 333 |
3 | Arcadia | 1,609 | 5.9 | 1,603 |
4 | Debenhams | 1,076 | 4.0 | 97 |
5 | Asda | 963 | 3.6 | 215 |
6 | Matalan | 776 | 2.9 | 137 |
7 | Tesco | 710 | 2.6 | 588 |
8 | Bhs | 631 | 2.3 | 163 |
9 | New Look | 552 | 2.1 | 573 |
10 | John Lewis | 482 | 1.8 | 25 |
| Total of Top 10 | 11,250 | 41.8 | |
| UK Market | 26,911 | 100.0 | |
Source; Deutsche Bank 2002
Pakaian Inggris pasar, seperti yang didefinisikan oleh Deutsche Bank dalam laporan terbaru mereka, adalah senilai 26,9 miliar. Ini adalah salah satu pasar ritel yang paling terkonsentrasi di Eropa, dengan sepuluh pengecer akuntansi untuk beberapa 42 % dari pasar.
Apa konsentrasi pasar Ini adalah proporsi nilai pasar yang dimiliki oleh merek terkemuka atau produk / perusahaan di pasar.? Dimana pemimpin pasar memiliki sebagian besar dari pasar secara keseluruhan, pasar dikatakan sangat terkonsentrasi Sebaliknya, di mana pemimpin pasar memiliki pangsa pasar yang relatif kecil dan ada pesaing lain,. pasar dikatakan " fragmentasi "
Ada sedikit perubahan pada konsentrasi pasar retail pakaian Inggris dalam beberapa tahun terakhir 10 besar pengecer menyumbang 39 % dari pasar di tahun 1995.. Namun, sebagaimana tabel di bawah ini menggambarkan, komposisi dari 10 top telah berubah cukup jauh, dengan hanya enam dari sepuluh tahun 1995 yang tersisa di liga teratas pada tahun 2002:
Position | 1995 | 1997 | 2002 |
1 | M&S | M&S | M&S |
2 | Arcadia | Arcadia | Next |
3 | Debenhams | Debenhams | Arcadia |
4 | C&A | Next | Debenhams |
5 | Next | C&A | Asda |
6 | Sears | Sears/Adams | Matalan |
7 | Bhs | Bhs | Tesco |
8 | Littlewoods | Asda | Bhs |
9 | John Lewis | Littlewoods | New Look |
10 | House of Fraser | House of Fraser | John Lewis |
Source: Deutsche Bank
Tabel di atas masker perubahan dalam format bisnis ritel yang telah berevolusi di Inggris beberapa tahun terakhir Lima tahun lalu,. nilai atau " diskon " pengecer memiliki pangsa relatif kecil dari pasar pakaian, akuntansi hanya 18 % total pangsa pasar. Hari ini pasar sangat berbeda. pengecer nilai atau diskon sekarang memiliki lebih dari seperempat pasar pengecer pakaian. Asing juga telah merambah pasar ( misalnya Gap, H&M dan Zara ) walaupun total pangsa pasar mereka masih kurang dari 5 %.
Versi Bahasa Inggris
market analysis - introduction to market shareDefinition Market share can be defined as the percentage of all sales within a market that is held by one brand / product or company.� Market share can be measured in several ways.� However, the two most important measures are by:
- Sales revenue - Sales volume (the number of units sold)
Examples of market share
Market share information on the UK clothing retail market is summarised below:
Position | Brand | Sales(�'m) | Market Share (%) | Number of Outlets |
1 | Marks & Spencer | 2,743 | 10.2 | 315 |
2 | Next | 1,708 | 6.3 | 333 |
3 | Arcadia | 1,609 | 5.9 | 1,603 |
4 | Debenhams | 1,076 | 4.0 | 97 |
5 | Asda | 963 | 3.6 | 215 |
6 | Matalan | 776 | 2.9 | 137 |
7 | Tesco | 710 | 2.6 | 588 |
8 | Bhs | 631 | 2.3 | 163 |
9 | New Look | 552 | 2.1 | 573 |
10 | John Lewis | 482 | 1.8 | 25 |
| Total of Top 10 | 11,250 | 41.8 | |
| UK Market | 26,911 | 100.0 | |
Source; Deutsche Bank 2002
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The UK clothing market, as defined by Deutsche Bank in their recent report, is valued at �26.9 billion.� It is one of the most concentrated retail markets in Europe, with the top ten retailers accounting for some 42% of the market.
What is market concentration?� It is the proportion of market value that is owned by the leading brands or products/companies in the market.� Where the market leaders own a large part of the overall market, the market is said to be highly concentrated.� By contrast, where the market leader has a relatively small market share and there are many other competitors, a market is said to be "fragmented"
There has been little change in the concentration of the UK clothing retail market in recent years.� The top 10 retailers accounted for 39% of the market in 1995.� However, as the table below illustrates, the composition of the top 10 has changed quite considerably, with only six of the top ten in 1995 remaining in the top league in 2002:
Position | 1995 | 1997 | 2002 |
1 | M&S | M&S | M&S |
2 | Arcadia | Arcadia | Next |
3 | Debenhams | Debenhams | Arcadia |
4 | C&A | Next | Debenhams |
5 | Next | C&A | Asda |
6 | Sears | Sears/Adams | Matalan |
7 | Bhs | Bhs | Tesco |
8 | Littlewoods | Asda | Bhs |
9 | John Lewis | Littlewoods | New Look |
10 | House of Fraser | House of Fraser | John Lewis |
Source: Deutsche Bank
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The table above masks the change in the format of retail businesses that have evolved in the UK over recent years.� Five years ago, the value or "discount" retailers had a relatively small share of the clothing market, accounting for only 18% total market share.� Today the market is very different.� The value or discount retailers now have over a quarter of the market.� Foreign clothing retailers have also penetrated the market (e.g. the Gap, H&M and Zara) although their total market share is still less than 5%.
sumber: tutortuyu |
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