You have started a new job. Your new Boss Ms. Scoop wants to better understand where they stand in the marketplace in comparison to the competitors. She has been shown Sales numbers, so she understands were the company ranks in terms of Dollar and Unit Sales. She thinks there must be a deeper way to evaluate the market than just on top-line sales. She comes to you and asks if you know of any way to evaluate your company in comparison to competitors and customers use of your product. She has come back with updated data with Percentages, see table below.

Question: Your boss wants to better understand how the market is structured. Bud Light has the highest sales volume. She wants to understand how the other competitors Compare Relative to Bud Light sales. Specifically, how does Coors Light, Miller Light, Michelob Ultra Light compare to Bud Light sales? Please explain in detail.

U.S. beer market: leading domestic beer brands 2017, based on sales Bud Light Coors Light Miller Lite Budweiser Michelob Ultra Light Natural Light Busch Light Miller High Life Busch Keystone Light Blue Moon Belgian White Ale Yuengling Traditional Lager Bud Light Lime Pabst Blue Ribbon Coors Natural Ice Bud Light Platinum Lager Samuel Adams Seasonal Sierra Nevada Pale Ale Leinenkugels Shandy Seasonal Total Sales $2,031 $1,065 $ 899 $ 718 $ 632 $ 336 $ 322 $ 196 $ 195 $ 160 $ 164 $ 150 $ 119 $ 128 $ 125 $ 98 $ 84 $ 81 $ 76 $ 70 $7,648 18.4 in % 9.6 in % 8.1 in % 6.5 in % 5.7 in % 3.0 in % 2.9 in % 1.7 in % 1.8 in % 1.5 in % 1.5 in % 1.4 in % 1.2 in % 1.1 in % 1.1 in % 0.9 in % 0.8 in % 0.7 in % 0.7 in % 0.6 in % U.S. beer market: leading domestic beer brands 2017, based on sales Bud Light Coors Light Miller Lite Budweiser Michelob Ultra Light Natural Light Busch Light Miller High Life Busch Keystone Light Blue Moon Belgian White Ale Yuengling Traditional Lager Bud Light Lime Pabst Blue Ribbon Coors Natural Ice Bud Light Platinum Lager Samuel Adams Seasonal Sierra Nevada Pale Ale Leinenkugels Shandy Seasonal Total Sales $2,031 $1,065 $ 899 $ 718 $ 632 $ 336 $ 322 $ 196 $ 195 $ 160 $ 164 $ 150 $ 119 $ 128 $ 125 $ 98 $ 84 $ 81 $ 76 $ 70 $7,648 18.4 in % 9.6 in % 8.1 in % 6.5 in % 5.7 in % 3.0 in % 2.9 in % 1.7 in % 1.8 in % 1.5 in % 1.5 in % 1.4 in % 1.2 in % 1.1 in % 1.1 in % 0.9 in % 0.8 in % 0.7 in % 0.7 in % 0.6 in %