Industry and Marketplace Analysis

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

Organization of Analysis Section

Industry Analysis Marketplace Analysis Customer Analysis Competitor Analysis

Conceptual Picture
Save for Marketing Plan

Your Industry
Your Marketplace Buyers

You Sellers

-- 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

Porter Analysis
Ease of Substitution

Power of Suppliers

Industry Industry Rivalry

Power of Customers

Barriers to Entry

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?

-- Marketplace Analysis
Define and describe your marketplace
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

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?

-- 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!

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 channels are being ignored In what ways are customers dissatisfied with current offerings in the marketplace? What customer needs are currently unmet by the market? What emerging customer groups are being ignored?

-- 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

Competitive Matrix
Competitive Matrix Chart
Product or Service Competitor A Production / Quality Unique Features Distribution Marketing / Geographic Strengths & System Advertising Location Weaknesse Market Share

Competitor B

Competitor C

Competitor D

Competitor E

Competitor F

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?

Suggested References
Encyclopedia of Associations, Business Library reference 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

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

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.