Conducting Marketing Research

Rankings & Market Share

Market Share is the ratio of sales of a brand to the total sales of that product-type in a defined area (county, continent, etc.). Market share can also be defined as the ratio of sales of a company's entire product line to the total sales of all related companies. Market share is usually presented as a percentage, although sometimes a raw number of sales or units is provided.

Market share is not always easy to find.

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You can search the following business periodical databases:

Conduct the search as follows:
  • Start with the company or industry or product or brand
  • Then, combine with any of the following keywords:
    market share OR marketing OR ranking
    • Pepsi AND
      (market share OR rank OR ranking)
    • (Athletic footwear OR Athletic Shoes OR Sneakers)
      (market OR brand)
      (market share OR share OR rank OR ranking)



Only for Baker studentsBusiness Insights Global

Search for Company Market Share as follows:

  1. Type your company name in the main search box.

2. When the results appear, select the Market Share Reports link or the Rankings link.


The Market Share Reports link will connect you to many editions of the book, Market Share Reporter and the Rankings link will connect you to many editions of the books, Business Rankings Annual.

Market Share Reporter
Presents comparative business statistics of companies, products and services and cites original sources. It assembles market shares from 1,133 sources.

Business Rankings Annual
The editors have culled thousands of items from periodicals, newspapers, financial services, directories, statistical annuals and other printed material. The "top 10" from each of these rankings appears in each volume, grouped under standard subject headings for easy browsing.

Another path to find rankings of companies by revenue in the same industry:

Only for Baker studentsBusiness Insights Global

    1. From the top of the page, select: Company Finder.


2.  From the left navigation column, select NAICS and type in either the NAICS industry code you need, or highlight the industry from the available listings.


3.  The results will list companies that operate within the same industry, listed by revenue.