The chart gives you a great visual summary of the market:
- there are two major competitors that dominate each region and make up about 60-65% of the market
- they are about the same size and neither has a significant advantage over the other in a specific regio
- all other competitors are quite small and they vary somewhat by region.
The sample deck that Burton-Taylor provides has two other Marimekko charts--a map of spend by region and customer vertical and a drill down into the competitors in a market segment.
These are good examples of the use of Marimekko charts for mapping a market. I hope you find them useful.