Markedsfordelingen

Markedsfordelingen refers to how demand in a market is distributed among competing products, brands, firms, or geographic areas. The term is used in economics, marketing, and competition analysis to describe the relative prominence of different participants and segments, typically quantified through measures such as market shares, concentration, and segmentation patterns. It encompasses how tastes, shopping patterns, and access influence which options capture most of the market.

Common measures include market share by revenue or volume, concentration ratios such as CR4 or CR8, and the Herfindahl–Hirschman Index (HHI). Geographic distribution can be mapped by regions, cities, or channels; product-level distribution by category or price tier; and customer segments by demographics or usage. Data sources include firm disclosures, industry reports, and official statistics.

Practically, the markedsfordelingen informs competitive analysis, pricing strategy, product development, and regulatory assessment. It helps identify dominant players, potential entry points, and the effects of mergers or policy changes. In market definitions, it clarifies the scope of competition and informs sustainability and consumer welfare considerations.

In competition law, market allocation agreements, sometimes described as markedsfordeling, involve explicit or tacit arrangements to divide markets or customers between firms. Such practices are illegal in many jurisdictions because they reduce competition. Distinctions exist between illegal allocations and legitimate collaborations based on efficiency or non-price competition.

Limitations include changing demand, evolving product offerings, and the difficulty of defining the relevant market. Small data errors can shift measured shares, especially in fragmented industries, and dynamic markets may require continuous monitoring.