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The Industry Analysis
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  1. The Industry Analysis

  2. Purpose of the Analysis • Develop your secondary data research skills. • Effective B2B Marketing requires that you understand your • customers, • competitors, and • market trends. • This understanding must be based on quality information.

  3. Requirements • Pick an industry • Acquire specific information about the industry • Examine • The competition • The supply chain • The industry’s customers • Communicate your findings

  4. Potential Information Sources • General Encyclopedias • U.S. Industrial Outlook • NAICS Manual (or SIC) • Standard and Poor’s Industry Survey • Predicasts Basebook • Annual Survey of Manufactures • Ward’s Business Directory • Market Share Reporter • State/Regional Industrial Directories • Corporate Annual Reports • Industry-specific Trade Journals Continued on next slide

  5. Potential Information Sources • Beware the Internet!! • Although it depends upon the industry you select, the vast majority of the information required may be accessed • In the Houston Cole Library • Via the Houston Cole Library’s electronic databases

  6. Picking an Industry • Must be (to a large degree) a B2B industry • If you insist on selecting a consumer product industry, you MUST analyze the B2B aspect, NOT the B2C aspect. • Helps if you are interested in the industry • Consider choosing a basic and well-defined industry • Address the questions in each of the following sections • In your introduction, clearly define your industry

  7. Industry Specific Knowledge • What 3 historical events have shaped the development and growth of the industry? • What was the value of shipments for the U.S. in the latest year reported? • What are the values of imports and exports for the last 5 years? • What was the average annual growth rate over the last 3 years? • What is the forecasted annual growth rate of the industry? Continued on next slide

  8. Industry Specific Knowledge • What are two other industry statistics that are important for your industry? Why are these important? • What is a major issue of concern to this industry that affects the outlook for the coming years? Justify. 8. Are there any specific individuals who have a significant impact on the industry? • Bill Gates; software industry • Sam Walton; discount brick & mortar retailing

  9. Major Competitors • Who are the top 5 companies in the industry? • What are their most recent sales revenues? • Describe the industry leader (explain why it is the leader). • Describe potential competition arising outside the industry. • Why would any competitor outside the industry serve as potential competition?

  10. Supply Chain • The supply chain includes all organizations involved in the production, distribution, and sale of products. Upstream Suppliers Direct Suppliers Producers Intermediaries Buyers

  11. Supply Chain • Describe the supply chain in the industry. • What type of suppliers provide the basic raw materials? • What type of suppliers provide component parts? • What type of manufacturers produce the finished product? • What type of intermediaries are involved in the distribution and/or sale of the product? • What other type of firms influence the supply chain in the industry? Continued on next slide

  12. Supply Chain • What companies supply important inputs to the industry? • What products do they supply? • What major factors influence their ability to provide these products? Why?

  13. Customers • What type of customers buy the products this industry produces? • Describe the major buying processes used by EACH of these customer groups. • How do the buyers use the products? Continued on next slide

  14. Customers 4. Is it possible for the customers to produce the products themselves? • If yes, why? • If yes, why are they not now producing themselves? • If no, why? 5. Identify and describe the major customers for the industry’s products.

  15. Communicate Findings • The Report • Type and double-spaced. • 12 point font, Times-New Roman • 1 inch margins • Try to avoid exceeding 10 pages. • Cover page should ONLY include name of industry and your name. • Must be SECURELY bound in some way. • In a manila folder is NOT securely bound • Put tables, graphs, charts, etc. at end • Page numbers required

  16. Communicate Findings • The Format • Cover Page • Industry name & your name ONLY • Introduction • Identify and describe the industry • Industry Specific Knowledge • Major Competition • Supply Chain Continued on next slide

  17. Communicate Findings • The Format • Customers • Conclusion • Make a prediction regarding the future of the industry. • Justify your prediction • References • Follow Journal of Marketing format • In-text citation Bingham and Gomes (2001) or (Bingham and Gomes 2001) • Reference Section Bingham, Frank G., Jr. and Roger Gomes (2001), Business Marketing, 2nd ed., Chicago, IL: NTC/Contemporary Publishing Group, Inc. • Tables, Graphs, Charts, Etc.

  18. Industry Analysis Grading Form