Market Share & Size

Published: May 13, 2016
Last Updated: Feb 10, 2019
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Both market size and market share held by competitors are key factors when assessing the competitive environment. Keep in mind that there is no single source of market size and market share data. Market information is usually pieced together from various sources and is not often readily available for niche or emerging industries. One strategy is to combine a competitor's name or a comparable, established industry with the term market share in article databases or read market research reports. You will need to identify and describe your market – who your customers are and what the demand is for your products and services.

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

ABI/INFORM Collection

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Created by ProQuest this database contains full-text articles from over 1,000 business magazines and journals that track business conditions, trends, management techniques, corporate strategies, and industry-specific topics.

  • Tozzi, John. (2013). "Etsy's New Rules to Allow Bigger Sellers Spark Identity Crisis." Business Week, 1.

"Etsy started in 2005, pitching itself as "your place to buy and sell all things handmade." It's since moved beyond that to include more than a million storefronts offering everything from vintage cameras to sewing patterns. Sales on the site this year are expected to surpass $1 billion, according to Etsy."

Business Source Ultimate

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies.  Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

  • Brikner, Christine. (2014). "Makers` Market." Marketing News, 48(10), 26-35.

"The article focuses on the marketing of handcrafted goods that grow from niche offerings to major markets. It further discusses the collaboration of San Francisco-based Williams-Sonoma Inc.'s home goods chain West Elm Inc. with artisanal product brands and handmade product platforms such as Common Good, Potter's Workshop."

  • Wolverson, Roya. (2013). "The Handmade Wars." Time, 181(6), 1-8.

​ "The article presents information on the market for handcrafted artisan products, with a focus on the online marketplace for handmade and vintage items, Etsy. Topics include the competitive business relationship between self-employed craftsman entrepreneurs, the movement for lifestyle marketing of household artisanal products and arts, and statistics on merchandise sales through Etsy in 2012."

eMarketer

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

  • Creamer, Sean. (2016) "Sizing Up Social Commerce in Canada."

"Companies in Canada are just beginning to test social commerce. This brief examines where retailers in Canada are in their journey toward developing social ecommerce initiatives."

  • eMarketing (2016). "US Internet Users Who Have Made a Purchase vs. Sold an Item on Etsy, Feb 2016."


UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases, use 'by title' if you already know the name. Otherwise, you can use the list 'by subject' to find starting places for doing market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

IBISWorld Industry Reports

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

IBISWorld research is an independent, professional publisher of high-quality market research reports. These reports analyze the underlying structure and external forces that drive an industry.

Try Primary Research

The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:

  • Advertising, blogs and sales brochures
  • Your personal network and employees
  • Direct observation and interviews