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Benchmark Map – Performance Ranking |
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Benchmark Analysis is a simple and easy to run tool that can be used to draw a picture of the competitive power of a company, a product portfolio, or a single product against its respective counterparts. The competitive power in this case is taken as the function of the market growth, and of the product or company.
The map works this way:
- Products placed below the diagonal grew more than the market, and therefore have won market share.
- Products placed above the diagonal grew less than the market, and therefore have lost share.
- Products placed within the dotted lines grew slightly more or less than the market - they retained share.
This map helps managers rank performance, investigate trends, or cluster groups, and it can compare any pairs of items, not just product versus market.
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