Market Share Forecasting involves forecasting the total market and your own consumption, and estimating the share of the market. In the retailer to consumer model, what matters most is the shelf take-away.

Marketing Strategies aim to maximize shelf consumption (and usage) and increasing own share of that consumption.

Depending on the industry, forecasting the total market for a particular product may be as easy as obtaining it from the external sources to estimating and validating market estimates through a series of forecasts involving syndicated data and POS data.

Share estimates of the total market can be done as an objective or a target market share estimate based on the promotional plans and budgets committed to achieving that share.

 The other option is to forecast consumption independently and derive the share through two different estimations, namely the market and the consumption.

For a detailed discussion on POS data and coverage factors, please click here

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