A company sells a single product. Budgeted and actual sales data for the period just ended are as follows.
The budget was based on an expectation that the company would maintain its 20% share of the market. It was subsequently recognised that the actual market size, due to unforeseen changes in customer buying behaviour, was only 90,000 units. It was therefore decided to report sales volume variances as a market share variance and a market size variance.
What was the market share variance, and should this be controllable by operational sales managers?