You work for the marketing department of Performance Movie Theatres and you are doing an external market analysis to plan future marketing activities. Attendance by customers at your theatres has been on the decline. For your analysis, you have defined your market as "Motion Picture Establishments" and are looking at your market share, growth and other key performance indicators relative to other movie theatres. You learn that your market share is actually increasing which is surprising given that your sales are down by so much. Given this information, you decide that you have nothing to worry about since your market share is increasing and you are at least doing better than your competitors. Why is this not the appropriate conclusion