This doesn't make any sense. What would you say if the whole industry had a loss, but one company? Then what, that company would make a negative % of profit? It doesn't make any sense, it doesn't show anything, it's just a useless number.
Not that I have any knowledge in those things, but isn't market share showed usually in revenue (or units sold), and for a good reason?
/edit: or you could take another view on this: loss is not profit, it's loss, so it should not be counted when you count profit. Then showing % of profit would make sense, but it could never be over 100%.