12.4 : 시장 지표

Market metrics are quantitative measurements that assess a company's market position and guide strategic decisions, including market share, relative market share, market concentration, and market penetration.

Market share is the proportion of total sales a company controls in a specific market. Like, in 2022, Apple generated 394 billion dollars in revenue from a 2 trillion dollar  market, resulting in a 19.7 percent share.

Relative market share compares a company's share to its largest competitor. If Apple holds 19.7 percent of the market and Samsung has 13.1 percent, Apple's relative market share is 1.5 times that of Samsung's market share

Market concentration indicates how much control top firms have over a particular industry. For example, the market is highly concentrated if Apple, Samsung, and Google hold 80 percent of smartphone sales.

Market penetration measures how widely a product is adopted in its target market. In 2023, Apple sold 229 million iPhones in a global market of 1.14 billion users, achieving a 20 percent penetration rate.