Tutorial # 2.

Case Scenario
EXAMINING THE INDUSTRY
Dax an Irene !i" ecie to launc# a ne$ %usiness to &rouce an istri%ute
noncar%onate' #i(# )ualit* so+t rin,s. T#e* ecie on a location in -a.an(
&artl* %ecause t#e* %elie/e access to #i(#0)ualit*' &ure $ater $oul &ro/ie
t#e" $it# a co"&etiti/e e(e. A %usiness consultant reco""ene t#e*
construct a co"&re#ensi/e %usiness &lan t#at $oul inclue a clear an
t#orou(# assess"ent o+ t#e %e/era(e inustr*. T#is exercise s#oul #el& t#e"
unerstan t#eir c#allen(es an #el& &osition t#is ne$ &rouct. T#e t$o &artners
#a/e s&ent t#ree "ont#s o+ t#eir s&are ti"e tr*in( to (at#er researc# to /aliate
t#eir iea. 1ecause t#eir current e"&lo*er is not in t#e %e/era(e inustr*' t#e*
are stru((lin( to +in sources o+ in+or"ation. Dax an Irene !i" reali2e t#at
%e+ore an* t*&e o+ /ia%le %usiness &lan can %e e/elo&e ' t#e %e/era(e inustr*
nees to %e assesse. T#e s&eci+ic ele"ents o+ t#is t*&e o+ assess"ent are
unclear to %ot# o+ t#e"' #o$e/er.
3uestions
4. 5#at ele"ents o+ t#e inustr* s#oul Dax an Irene exa"ine6
2. Is t#e %e/era(e inustr* a (oo inustr* +or launc#in( a start0u&6 5#*
or $#* not6
7. Is t#ere a source o+ o&&ortunit* +or a ne$ %usiness #ere6 I+ so $#at is
it6 I+ not' $#* not6