1. Compute market shares of Colgate as well as Competitors 1 and 2 from 2009 to 2012 (Tip: Use Exhibit 3 and Exhibit 11. Note that market sizes in Exhibit 3 are listed in reverse chronological order). How large is the market share fluctuation over the period?
2. How much is the value of 1% of market share in terms of contribution margin? (Tip: In 2013, the toothpaste market size is expected to be $265 million dollars. And the contribution margin is 57%.)

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EXHIBIT 11: COMPARATIVE NET SALES (TOOTHPASTE CATEGORY IN CANADA) (in '000 $) 2009 2010 2011 2012 % YTD % YTD % YTD % YTD Net sales Total change Total change Total change Total change Colgate 59,434 (3.3) 71,769 20.8 73,733 2.7 77,527 5.1 Competitor 1 50,947 (5.8) 55,673 9.3 59,013 6.0 58,000 (1.7) Competitor 2 53,623 12.6 57,910 8.0 60,806 5.0 56,840 (6.0)EXHIBIT 3: CANADIAN TOOTHPASTE MARKET - COMPARATIVE SIZE 2009 TO 2012 (in million $) 2012 2011 2010 2009 At retail price 391.0 383.0 362.0 346.0 At ex-factory price 254.0 249.0 235.0 224.0Year ending December (in US$) (in millions) 2012 2011 2010 2009 2008 Net sales 17,085 16,734 15,564 15,327 15,330 Cost of Sales 7, 153 7,144 6,360 6,319 6,704 Gross Profit 9,932 9,590 9,204 9,008 8,626 Less: Selling and Distribution Costs 5,930 5,758 5,414 5,282 5,422 Less: Other Expense (Income) 113 (9) 301 111 103 Less: Interest Costs 15 52 59 77 96 Less: Provision for Income Taxes 1,243 1,235 1, 117 1, 141 968 Net Profit 2,631 2,554 2,313 2,397 2,037 Number of Employees 37,700 38,600 39,200 38, 100 36,600