2.3.1 Definition of share-wallet analysis for MTPRO

For the definition of an appropriate account management strategy it is imperative not only to understand what the potential with the different customer groups is but also how well we are positioned with them. MTPRO position is measured with the ratio of our share to the customer’s total purchase volume for analytical instrumentation. In order to get an overview of the current MTPRO share across the three customer groups [A/B/C] the so-called “share of wallet” analysis is applied (Karl Pinczolits, page 149 – 155 ).

The idea of this share of wallet analysis is to cluster the customer groups along two characteristics: The customer’s purchase volume potential and the MTPRO share (MTPRO share is internally called penetration rate, which has the same meaning as share of wallet). Figure 7 on the next page shall give a first insight into this share of wallet analysis for MTPRO.

Figure 7: Share of wallet analysis of MTPRO (Source: On the basis of Pinczolits Karl, Figure 17)