Market Share & Share of Wallet Analysis
Market share uses category-wide sales. Share of wallet uses a specific customer’s category spending.
Cheat sheet
Market share uses category-wide sales. Share of wallet uses a specific customer’s category spending.
What to check first
Align product, time and geography in each denominator.
How to make the call
Use wallet share to prioritize account expansion and market share to assess local competitive position.
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Indian practice case
Fictional scenario
A Surat supplier sells ₹12 lakh to a buyer spending ₹40 lakh on packaging. The local packaging category totals ₹10 crore and the supplier sells ₹50 lakh locally.
Reveal the step-by-step solution
- Diagnose the problem.
Align product, time and geography in each denominator.
- Work through the evidence.
Share of wallet is 30%. Local market share is 5%.
- Recommend and validate.
Use wallet share to prioritize account expansion and market share to assess local competitive position.
More Indian cases
Interview question
How would you use market share & share of wallet analysis to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Share of wallet is 30%. Local market share is 5%. Use wallet share to prioritize account expansion and market share to assess local competitive position.