The percentage of a particular market which a company controls. Companies, especially in the retail sector are constantly fighting to maintain or increase their market share. The goal is to have a dominant share of a particular market – and this usually depends on achieving a dominant brand which is well known to and favoured by consumers. Good market share can entrench a company’s turnover and profits, especially in the highly competitive grocery market. Unilever, a London listed company, dominates many South African consumer markets, but there are South African brands which have good market share. For example, Mr. Price has achieved strong market share in the highly competitive clothing market.

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