UNIVERSITY OF MAKATI

J. P. Rizal Ext., West Rembo, Makati City

COLLEGE OF TOURISM AND HOSPITALITY MANAGEMENT

Course Title Module Title

8-9
No. THE INDUSTRY ANALYSIS AND MARRKET ANALYSIS
Subject
ENTREPRENEURSHIP IN TOURISM AND HOSPITALITY
Timeframe: Week 1-2
INTRODUCTION

Introduction/Overview.
This module will provide Comprehensive knowledge with Industry Analysis, Researching the
Industry, Market Analysis, Defining Areas of Analysis, Conducting a Market Research, and
Forecasting Demand

Module Learning Outcomes

LEARNING OUTCOMES

At the end of the topic Module the students will be able to:
1. Understand the Industry Analysis
2. Identify and Articulate Researching the Industry
3. Compare and Understand the Market Analysis
4. Enumerate and Define the Areas of Analysis
5. Articulate and Understand Conducting a Market Research, and Forecasting Demand
 8. Industry Analysis
 Industry analysis is a tool that facilitates a company's understanding of its position
relative to other companies that produce similar products or services. Understanding the
forces at work in the overall industry is an important component of effective strategic
planning.
 Researching the Industry
 Industrial research means the planned research or critical investigation aimed at the
acquisition of new knowledge and skills for developing new products, processes or
services or for bringing about a significant improvement in existing products, processes
or services.
 Here are the steps needed to conduct a thorough industry analysis
 Get ready. Detailed research is the first step in an industry analysis
 Examine your competitors
 Analyzing competitive data
 Evaluating your position
 SWOT analysis
CONTENT

 Competitive forces model

9. Market Analysis
 This is the activity of gathering information about conditions that affect a market place.
 Defining Areas of Analysis
 Spatial analysis, also known as area analysis or locational analysis looks at human trends
in a specific place. This often involves looking at data on a map. Geographic systems
analysis takes this one step further, by attempting to solve social problems based on
data about geographic trends.
 Conducting a Market Research
 The goal of doing market research is to equip yourself with the information you need to
make informed business decisions about start-up, innovation, growth and the 4 'Ps':
product, price, place and promotion. 
 Forecasting Demand
 Demand forecasting is a field of predictive analytics which tries to understand and
predict customer demand to optimize supply decisions by corporate supply chain and
business management.
ACTIVITIESLEARNING

1. Search trending business today Make an Industry analysis

2. Conduct a Market Research of the trending business you choose/you search and Analyze
their 4 'Ps': product, price, place and promotion.
ASSESSMENT

Remote Learning Activities

Recitation
Quiz
CONTENT SUMMARY

The module contains executive summary in the following topics in the business entrepreneurship;
Industry Analysis, Researching the Industry, Market Analysis, Defining Areas of Analysis,
Conducting a Market Research, and Forecasting Demand
 REFERENCES
1. Entrepreneurship for Modern Business by Jorge A. Camposano, CPA, MBA, Ph.D.
Copyright 2008
2. Marketing for Hospitality and Tourism;5th Edition by Philip Kotler, John T. Bowen,&
James C. Makens Copyright 2010
3. Entrepreneur Journal Latest Edition 2011
REFERENCES

4. Cases on Marketing and Management ; 7th Edition by Ben Paul Gutierrez, 2007

WEBSITES / INTERNET REFERENCES

1. https://www.culturepartnership.eu/en/publishing/crossovers-and-fundraising/part-1
2. https://freebookcentre.net/Business/Entrepreneurship-Books.html
3. https://www.slideshare.net/bradhapa/week-2-lecture-2-the-business-plan-15742091
4. https://www.entrepreneur.com/article/38290
5. https://www.enotes.com/
6. https://www.google.com/
PREPARED BY:

PROF: MARKDOLF C. MALIWAT

FACULTY, CTHM