Which variable is most suitable as an axis in a strategic group map?

In a strategic group map, the most suitable variable to use as an axis is market share. This is because market share directly relates to a company's competitive positioning within its industry. It allows for a clear comparison of how different firms perform relative to one another in terms of their market presence and customer base.

Using market share as an axis can help illustrate the concentration of competitors within various segments of the market. It also reflects a company's ability to attract customers and generate sales, which are critical indicators of a firm's strategic strengths and weaknesses.

In contrast, the other variables—company age, stock price volatility, and employee satisfaction—do not provide as direct a measure of competitive positioning. Company age may reflect experience but does not necessarily correlate with market effectiveness. Stock price volatility might indicate financial stability but lacks direct relevance to competitive strategy. Employee satisfaction, while important for internal management, does not inform the external competitive landscape as clearly as market share does. Therefore, market share stands out as the most relevant and strategic variable for creating a group map that showcases competitive dynamics in an industry.