How do you calculate share of market?

Calculating share of market involves determining the proportion of total market sales that a specific retailer captures. The formula utilized is (Retailer dollar volume / total market dollar volume) x 100. This approach allows for the quantification of the retailer's sales in relation to the entire market, ultimately presenting the retailer's performance as a percentage of the total market sales.

By using the retailer's dollar sales figure and dividing it by the total dollar sales of the market — which encompasses all retailers within the same category — one can assess how much of the overall market the retailer controls. This percentage serves as a key performance indicator in category management, providing insights into the retailer's competitive standing and helping to inform strategic decisions regarding pricing, assortment, and promotional activities.

The other choices do not accurately represent the calculation of share of market, focusing instead on different metrics that do not provide the same insight into market position.