1 out of six telecoms in Uganda has over 50% market share, 1 other telecom has 80% of the data business. Ok, lets look at our banks...3 out of 27 Banks have 50% of the total bank assets.
Imagine if you are to use industry average to set your new year's target...the market leader will be far....miles away.
In accounting and moreso in Analysis of annual performance, Companies have a tendency to make analysis of annual trends (which is good for internal appraisal) but what they use to guide their new year workplans is the industry average and they tend to get comfortable if slightly above the industry average...well i suggest you drop it (atleast for the new workplans) create a new column (you can name it the elle index) and compare your ratios to the market leader doesnt matter wheather you are market follower, challenger, etc..
The averages have a way of making things look better...i hate average. Have a great year 2012 planning and targeting.
Emmanuel
CEO, Elle Capital.
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