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Industry Analysis

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  1. Industry Analysis Chapter 03

  2. Category Attractiveness Summary

  3. Aggregate Category Factors • Category size • Category growth • Stage in product life cycle • Sales cyclicity • Seasonality • Profits

  4. Attractiveness of Market Variables

  5. Category Attractiveness over the Product Life Cycle

  6. Category Factors • Threat of new entrants • Bargaining power of buyers • Bargaining power of suppliers • Current category rivalry • Pressure from substitutes • Category capacity

  7. Factors in Assessing the Structure of Industries • Threat of new entrants • Bargaining power of buyers • Bargaining power of suppliers • Amount of intracategory rivalry • Threat of substitute products or services

  8. Threat of new entrants • Economies of Scale • Product Differentiation • Capital Requirements • Switching Costs • Distribution

  9. Buyer Bargaining Power is High When: • Product bought is a large percentage of the buyer’s cost. • Product bought is undifferentiated. • Buyers earn low profits. • Buyer threatens to backward integrate. • Buyer has full information. • Substitutes exist for the seller’s product or service.

  10. Supplier Bargaining Power is High When: • Suppliers are highly concentrated, that is, dominated by a few firms. • There is no substitute for the product supplied. • Supplier has differentiated its product or built in switching costs. • Supply is limited.

  11. Major Characteristics of Categories Exhibiting Intensive Rivalries • Many or balanced competitors • Slow growth • High fixed costs • Lack of product differentiation • Personal rivalries

  12. Impact of Category Factors on Attractiveness

  13. Environmental Factors • Technological • Political • Economic • Regulatory • Social

  14. Typology of Technical Developments

  15. Conceptualizing Political Risks

  16. Projected Population Change in the U.S.: 2000–2010

  17. The 10 Themes of N-Gen Culture

  18. Evidence of Inequality, as Cited by Federal Reserve Chairman Ben Bernanke

  19. Share of Food Purchases

  20. Category Attractiveness: Retail Coffee

  21. Category Attractiveness: MP3 Phones

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