2 Industry

7/29/2019 2 Industry

1/20

Industry and Marketplace Analysis

Stephen Lawrence and Frank Moyes

Graduate School of Business

University of Colorado

Boulder, CO 80309-0419


2/20


3/20


4/20


5/20

Industry and Marketplace Analysis

Overview of industry and marketplace

Trends, dynamics, problems, opportunities

Demonstrate need or hole in marketplace

Show how trends lead inevitably to your concept

Tone of dispassionate analysis

Arms-length viewpoint, outsider looking in

Not the place to describe your concept or firm

This is not where you present your market strategy


6/20

Organization of Analysis Section

Industry Analysis

Marketplace AnalysisCustomer Analysis

Competitor Analysis


7/20

Conceptual Picture

Your Industry

Your Marketplace

Buyers SellersYouX

Save for

Marketing Plan


8/20

-- Industry analysis

Overview of industry organization

Pure competition, oligopoly,

Focus on major and important trends

Identify disruptive technologies (if any)

Porter analysis is a good exercise

May or may not include in plan


9/20

Porter Analysis

Power of

Suppliers

Power of

Customers

Ease of

Substitution

Barriers to

Entry

IndustryIndustry

Rivalry


10/20

Industry Questions

How do we define our industry?

How is the industry segmented?

What are current trends and important developments?

Who are the largest and most important players?

What problems is the industry experiencing?

What national and intl events influence our industry?What are growth forecasts?


11/20

-- Marketplace Analysis

Define and describe yourmarketplace

Niche, geographic area, subset of larger industry

Whats happening in your market?

Network! talk with the marketplace

Customers, competitors, vendors, suppliers,

salespeople,

Chambers of commerce

Industry trade groups


12/20

Marketplace Questions

How do we define our marketplace?

How large is it and how fast is it growing?

How is our marketplace segmented?

What companies currently service this market?

What trends are important in our marketplace?


13/20

-- Customer Analysis

Identify current buyers in your marketplace

Segment these customers

What problems are not being solved?

What needs are not being met?

Which customer segments are currently ignored?

Talk with current buyers!


14/20

Customer Questions

Who are the traditional customers in this market?

How is the market segmented?

What motivates buying decisions?What channels of distribution are used? What channelsare being ignored

In what ways are customers dissatisfied with current

offerings in the marketplace?What customer needs are currently unmet by themarket?

What emerging customer groups are being ignored?


15/20

-- Competitor Analysis

Identify current sellers in your marketplace

Niche and focus

Target customers Strengths and weaknesses

Talk with current marketplace sellers!

Sellers themselves Vendors

Customers

Competitive Matrix Comparison


16/20

Competitive Matrix

Competitive Matrix Chart

Product orService

Production/ Quality

UniqueFeatures

DistributionSystem

Marketing /Advertising

GeographicLocation

Strengths &Weaknesse

MarketShare

Competitor A

Competitor B

Competitor C

Competitor D

Competitor E

Competitor F


17/20

Competitor Questions

Who are current sellers in the marketplace?

What are the attributes and characteristics of these

sellers and their products/services?What is there size, location, target market, and other

important characteristics?

For their products or services, identify price, quality,

features, distribution, and other important attributes.

What problems and concerns to customers have with

these sellers?


18/20

Suggested References

Encyclopedia of Associations, Business Libraryreference section

1997 U.S. NAICS Codes and Titles, http://www.census.gov/epcd/naics/naicscod.txt

1997 NAICS and 1987 SIC Correspondence Tables, http://www.census.gov/epcd/www/naicstab.htm

Researching an Industry (Babson College) http://www.babson.edu/itsd/sg/word/sg4industry.doc

Finding statistics (Babson College) http://www.babson.edu/itsd/sg/word/sg4statistic.doc
http://www.census.gov/epcd/naics/naicscod.txthttp://www.census.gov/epcd/www/naicstab.htmhttp://www.babson.edu/itsd/sg/word/sg4industry.dochttp://www.babson.edu/itsd/sg/word/sg4statistic.dochttp://www.babson.edu/itsd/sg/word/sg4statistic.dochttp://www.babson.edu/itsd/sg/word/sg4industry.dochttp://www.census.gov/epcd/www/naicstab.htmhttp://www.census.gov/epcd/naics/naicscod.txt


19/20

Product/Service Description

Introduction

Description

What is your product or service? Describe carefully.

Market comparison

Why is our product or service unique or better?

What problems does it solve for customers?

Proprietary rights (if any)

Stage of development (brief)

Use this section to sell your concept


20/20

Product/Service Summary

Introduction

Write an evocative paragraph that attractively

presents your product or service

Entering Hills Kitchen, customers are engulfed by the aroma of warm, hearty soups and

freshly baked breads. They relax to music and peruse our menu of original gourmet

recipes and freshly baked breads. A friendly and knowledgeable kitchen staff person

greets them at the counter to offer suggestions and health information, and to take their

order. Within moments the customer is served a generous portion of hot, hearty, and

delicious Hills Kitchen soup. Accompanying the soup is a large slice of freshly baked

bread and a fresh fruit choice, all of which can be carried out or enjoyed in our clean

and comfortable dining area. In just those few brief moments, Hills Kitchen has served

another healthy and delicious meal, and satisfied yet another customer.

2 Industry

Documents

Transcript of 2 Industry