Industry and Marketplace Analysis

Stephen Lawrence and Frank Moyes
Graduate School of Business University of Colorado Boulder, CO 80309-0419

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opportunities – Demonstrate need or hole in marketplace – Show how trends lead inevitably to your concept Tone of dispassionate analysis – Arms-length viewpoint. dynamics.Industry and Marketplace Analysis Overview of industry and marketplace – Trends. outsider looking in Not the place to describe your concept or firm – This is not where you present your market strategy . problems.

Organization of Analysis Section Industry Analysis Marketplace Analysis Customer Analysis Competitor Analysis .

Conceptual Picture Save for Marketing Plan Your Industry Your Marketplace Buyers X You Sellers .

… Focus on major and important trends Identify disruptive technologies (if any) Porter analysis is a good exercise – May or may not include in plan . oligopoly.-.Industry analysis Overview of industry organization – Pure competition.

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 int’l events influence our industry? What are growth forecasts? .

… – Chambers of commerce – Industry trade groups .-. subset of larger industry What’s happening in your market? Network! – talk with the marketplace – Customers.Marketplace Analysis Define and describe your marketplace – Niche. geographic area. salespeople. suppliers. vendors. competitors.

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 .

target market. What problems and concerns to customers have with these sellers? . and other important characteristics? For their products or services. features. distribution. location. and other important attributes. identify price. quality.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.

NAICS Codes and Titles. – http://www.doc Finding statistics (Babson College) – http://www.edu/itsd/sg/word/sg4statistic. Business Library reference section 1997 U.census. – http://www.babson.txt 1997 NAICS and 1987 SIC Correspondence Tables.edu/itsd/sg/word/sg4industry.S.Suggested References Encyclopedia of Associations.census.babson.htm Researching an Industry (Babson College) – http://www.gov/epcd/naics/naicscod.gov/epcd/www/naicstab.doc .

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 Description Introduction Description – What is your product or service? Describe carefully.

and satisfied yet another customer. 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.Product/Service Summary Introduction Write an evocative paragraph that attractively presents your product or service Entering Hill’s Kitchen. all of which can be carried out or enjoyed in our clean and comfortable dining area. hearty soups and freshly baked breads. and to take their order. hearty. Within moments the customer is served a generous portion of hot. . customers are engulfed by the aroma of warm. Accompanying the soup is a large slice of freshly baked bread and a fresh fruit choice. Hill’s Kitchen has served another healthy and delicious meal. and delicious Hill’s Kitchen soup. In just those few brief moments.