By drilling into market share by segment or geography it is possible to identify where particular competitors are making inroads or where there may be an opportunity to grow share at the expense of a competitor.
As an example, the charts below set out department store market share by CCD in the Manly and Warringah areas in Sydney. Kmart has a much lower market share than its national average due to the fact that it is the only major department store without a presence in the local shopping centre.
Definition: The maps above show the market share by customers' CCD for each brand taking into account sales in both Brookvale and non-Brookvale stores. Market share is calculated from total sales in the six months ending 28 February 2009. The total in each CCD across the six maps adds to 100%.
For example, the chart below sets out market share for each selected Health insurer by customer age on the Gold Coast.
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Share of Health Insurer Spend by Customer Age
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