The big picture
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“The Big Picture”. Industry Analysis. INDUSTRY ANALYSIS. Defining your industry Growth rate and Maturity Customer segments Major competitors Predict the future. DEFINING YOUR INDUSTRY. Products or Services Value Chain Balance of Power. PRODUCTS/SERVICES. What do you do?

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“The Big Picture”

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The big picture

“The Big Picture”

Industry Analysis

Guide to Industry Analysis


Industry analysis

INDUSTRY ANALYSIS

  • Defining your industry

  • Growth rate and Maturity

  • Customer segments

  • Major competitors

  • Predict the future

Guide to Industry Analysis


Defining your industry

DEFINING YOUR INDUSTRY

  • Products or Services

  • Value Chain

  • Balance of Power

Guide to Industry Analysis


Products services

PRODUCTS/SERVICES

  • What do you do?

  • How big a deal is it?

  • What substitutes for it?

or

Guide to Industry Analysis


Value chain

What exists now?

What value do you add?

What is it worth?

To whom?

VALUE CHAIN

Guide to Industry Analysis


Balance of power

BALANCE OF POWER

  • Buyer/seller ratio

  • Relative size of players

  • Who cares the most?

  • How are prices set?

Guide to Industry Analysis


Major competitors

MAJOR COMPETITORS

  • The ones that will prevent your success

  • Get to know them very well

  • Compare them with your company

  • Look between the cracks

Guide to Industry Analysis


You choose your industry

You choose YOUR industry!

A. Breakfast cereal – many big companies with control of distribution channels selling to lots of well-known customers who will eat anything sweet and cheap

vs

B. Sugar-free, low-fat, locally-grown organic breakfast cereal - almost no competitors with few, hard-to-reach, very fussy customers, who will pay a high price

Guide to Industry Analysis


Leading companies

LEADING COMPANIES

  • Which companies lead your industry?

  • What is their business and competitive environment?

  • How is the market shared by them?

  • How do customers view them?

Source: Rhonda Abrams, “The Successful Business Plan

Guide to Industry Analysis


Industry maturity new expanding stable declining

INDUSTRYMATURITYNEW EXPANDINGSTABLEDECLINING

Source: Rhonda Abrams, “The Successful Business Plan

Guide to Industry Analysis


Industry maturity new

INDUSTRYMATURITYNEW

  • Good for entrepreneurial companies.

  • Small companies can innovate and move fast.

  • Big companies don’t yet have a clue.

  • Not many customers yet.

Very high

GROWTH RATE

COMPETITION

Increasing

MKT LEADERS/

None

STANDARDS

Exposure

MKTG GOALS

MKT SHARE/

Foothold

STRATEGY

PRODUCT

Limited

RANGE

None

CUSTOMER

LOYALTY

Guide to Industry Analysis


Industry maturity expanding

Very high

Shake-out

Emerging

Differentiate

Build share

Expanding

Growing

INDUSTRYMATURITYEXPANDING

  • Rapidly growing markets.

  • Active competition for market share.

  • Big companies start waking up.

  • Customers see need.

GROWTH RATE

COMPETITION

MKT LEADERS/

STANDARDS

MKTG GOALS

MKT SHARE/

STRATEGY

PRODUCT

RANGE

CUSTOMER

LOYALTY

Guide to Industry Analysis


Industry maturity stable

Plateau

Entrenched

Fixed

Leadership

Defend

Wide

Strong

INDUSTRYMATURITYSTABLE

  • Markets plateau at high level.

  • Well entrenched competition.

  • Few new companies can enter.

  • Customers have brand loyalty.

GROWTH RATE

COMPETITION

MKT LEADERS/

STANDARDS

MKTG GOALS

MKT SHARE/

STRATEGY

PRODUCT

RANGE

CUSTOMER

LOYALTY

Guide to Industry Analysis


Industry maturity declining

INDUSTRYMATURITYDECLINING

  • Markets are declining

  • Competition from other countries and products.

  • Companies fail or are sold to stronger ones.

  • Remaining customers control the vendors.

None

GROWTH RATE

COMPETITION

Decreasing

MKT LEADERS/

Less

STANDARDS

Important

Survival

MKTG GOALS

MKT SHARE/

Acquire

STRATEGY

PRODUCT

Limited

RANGE

Eroding

CUSTOMER

LOYALTY

Guide to Industry Analysis


Customer segments

CUSTOMER SEGMENTS

  • Definable customer traits

  • Meaningful - Affect their buying decision

  • Sizable enough to sustain your business

  • Reachable in an efficient way

Guide to Industry Analysis


New expanding s table declining

YOUR INDUSTRY:

NEW EXPANDING STABLEDECLINING

CONDITIONS FOR INDUSTRY LEADERS

Source: Rhonda Abrams, “The Successful Business Plan

Guide to Industry Analysis


Predict the future

PREDICT THE FUTURE

  • Where is the best opportunity?

  • What action will you take?

  • How will customers respond?

  • How will competitors reply?

Guide to Industry Analysis


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