Metric Purpose: describe a detailed purpose of why a manager Data Source

would be interested in using this metric.  Internal Records (annual reports,

 What scope the metric has i.e., internal or external. transactions’ data,
Explain. departmental/sales Report)
 What decisions managers could take based on this  Market Research
metric.  Market Intelligence

Total Market Share Scope:

Decision: x
Served Market Share Scope:

Decision:
Relative Market Share Scope:

Decision:
HHI Scope:

Decision:
BDI Scope:

Decision:
CDI Scope:

Decision:
Market Penetration Scope:

Decision:
Brand Penetration Scope:

Decision:
Share of Requirements Scope:

Decision:
Heavy Usage Index Scope:

Decision:
Sole Usage Scope:

Decision:
Margins Scope:

Decision:
Assignment: Basic Descriptive Analytics