What does the term 'market share' measure?

The term 'market share' specifically measures the percentage of total sales in a given market that a company controls. This metric is crucial for understanding a company's position within its industry relative to its competitors. A higher market share indicates a larger portion of sales in the market, signifying that the company has a stronger competitive advantage and greater influence over the market dynamics.

For instance, if a company has a market share of 30%, it means that it accounts for 30% of all sales in that specific market sector, highlighting its effectiveness in attracting customers compared to other businesses. This measure is essential for assessing company performance, strategic planning, and identifying market trends.

The other options discuss different aspects of business but do not accurately define market share. Total sales figures alone do not reflect competitive positioning; demographic data focuses on customer characteristics rather than sales performance; and the range of products offered pertains to variety rather than quantifying sales influence.