Company and Industry Research

A brand share analysis - is a specific type of competitive market research that tracks brand performance within a market category. This can also be a competitive intelligence research as well, as it focuses on brand market share tracking, and based on quantitative secondary research that measures actual retail performance data. Companies use this data to understand the following:
 

• Strategic positioning - Understanding competitive gaps and opportunities
• Investment decisions - Identifying which brands/categories to invest in or divest
• Market entry planning - Assessing competitive intensity before launching
• Performance benchmarking - Comparing their brands against competitors
• Distribution strategy - Understanding which brands have strongest retail presence

Using the soft drink market in Vietnam as an example, the following can be found in Passport.