Market Shares of PepsiCo, Coca-Cola, Nestle Case Study - 17

Market Shares of PepsiCo, Coca-Cola, Nestle - Case Study Example One, it is able to paint a picture of where the industry is, and where the company is versus competitors. In competitor analyses, market shares allow a firm to size up what the strategies of competitors are, and what the company needs to do in order to compete well with major players. Volume market shares also allow a company to be able to glean where the industry is headed if the company is making progress in increasing shares and profits, and similar other insights. Management can also keep track of how strategies affect the market performance of products and brands through tracking changes in market share by volume among other things (Czepiel and Karin, n.d.; NetMBA, 2010; Chen, 1996).   In marketing, similarly, volume market shares information allow for situating brands and products within such context, to better track how well marketing programs work in terms of improving the prospects and performance of such brands. Where market shares deteriorate, for instance, that is a sign that marketing strategies are not working, and/or that competitors are crafting and executing well on better marketing and business strategies (Czepiel and Karin, n.d.; NetMBA, 2010; Chen, 1996).   If total revenues were$15.6 billion in 2006, then one market share point out of 100 equals $156 million in 2006. Given that total industry revenues will go up by 48.5 percent by 2011, total revenues by that time will be $23.166 billion. This translates to 2011 per market share point dollar equivalent of $231.66 million   This information is relevant in marketing, because for one, data on per market share point revenues over time, with the projections for 2011 included, allow for marketers to get a snapshot of how much the market will grow over time, and how fast the growth is.