bullseye.jpgAnalysing an industry






Questions that you will answer in your analysis:

What is the structure of this industry?

  • What is the size and growth of this industry?
  • Who are the players in this industry? (Value chain)
  • What is the full industry value chain? (Suppliers/customers/partners/distributors)
  • What is the structure of route-to-market?
  • Is this an attractive industry? (Porter’s 5 forces)
  • What is the right geographic scope – global, national or local markets?
  • What are the main products/services of this industry?
  • What are the principle products/customer segments? (Product/Market matrix)

Customers
- Profile of key customers
- Segmentation - their different needs,size and growth
- Alternatives
- Cha
Competition
Who has what market share? (Market share map)
- Trend of historical profitability. Structure/Conduct/Performance
- Historic Value creation/Share price performance
- Competitive structure
- Different value propositions?
- Market shares
- SWOT analysis of all major players. Their strategy?
- Benchmarking – lowest cost? Operating efficiency?

What are the economics of this industry?

  • Where is the money made? (Industry profit pool)
  • What are the key profit ratios for this industry (Profit Drivers)
  • What have been the historical key success factors in this industry? (KSF)

What is the future of this industry?

  • What are the key issues in this industry?
  • What are the main trends in this industry?
  • What are possible future scenarios for this industry?