Opportunity Review SWOT

Fair Share 

This is your overall retailer share of the segment you are assessing. It is used as an indicator for your potential in that segment. 

For example, if you are the assessing PTV online market, then your ‘fair share’ is the share of sales you have of that market. If the segment is work 100k and your sales are 5k, then your fair share is 5%.  

Over/Under Perform Fair Share 

This compares your share of specific elements within a segment, such as brands or features, against your ‘fair share’, and labels it as ‘Over’ or ‘Under’ Performing compared to it. 

For example, if your fair share is 5% and your share of Brand A sales is 8%, then it is ‘Over’ your fair share. 

If the element share is +/- 0.3% of your fair share, it is labelled as ‘Neutral’. 

Fair Share Opportunity 

This calculates the difference in your resulting sales of any individual element if you had achieved your ‘fair share’ of that element, instead of your actual results.  

For example, if you sell 10 Brand B items representing 1% of Brand B sales, and your fair share is 5%, then your fair share Opportunity with Brand B is +40 (as it is 5 times higher than your actual of 10, less your actual 10 sales = (5 x 10) – 10 = 40) 

Relative Growth 

This is a measure of your growth (positive or negative) minus the Markets growth, within the segment you are assessing. 

For example, if the overall PTV online market grew by 2% while you grew by 4% in the same segment, then your relative growth is +2%. Similarly, if the market declined by 3% while you only decline by 1%, your relative growth is still +2% as you are still ‘ahead of’ the market. 

Relative growth is calculated for each individual element. 

Over/Under Perform Market Growth

This looks at whether the relative growth for an element is positive or negative, and labels it as ‘Over’ (positive) or ‘Under’ (negative).  

If the relative growth is +/- 0.3%, it is labelled as ‘Neutral’. 

Growth Opportunity 

This calculates the difference in your results if your growth was equal to the market growth, instead of the actual growth that you achieved. 

Strength 

This is any element where you are ‘Over’ both fair share and relative growth.  

Weakness 

This is any element where you are ‘Under’ both fair share and relative growth 

Opportunity 

This is any element where you are ‘Under’ on fair share but ‘Over’ on relative growth  

Threat 

This is any element where you are ‘Over’ on fair share but ‘Under’ on relative growth