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03 Slide
03 Slide
OUTLIN
E
• The objectives of industry analysis
• From environmental analysis to industry analysis
• Porter’s Five Forces Framework
• Applying industry analysis
• Industry & market boundaries
• Identifying Key Success Factors
The Objectives of Industry
Analysis
3 key influences:
• The value of the product to customers
Perfect
Oligopoly Duopoly Monopoly
Competition
Product Homogeneous
Differentiation Potential for product differentiation
Product
Perfect
Information Imperfect availability of information
Information flow
Porter’s Five Forces of
Competition Framework
SUPPLIERS
Bargaining power of suppliers
INDUSTRY
COMPETITORS
BUYER POWER
• Buyers’ price sensitivity
• Relative bargaining
power
BUYER POWER
• Buyers’ price sensitivity
• Relative bargaining
power
Threat of Substitutes
• Capital requirements
• Economies of scale
• Absolute cost advantage
• Product differentiation
• Access to channels of distribution
• Legal and regulatory barriers
• Retaliation
Bargaining Power of Buyers
25
20
15
10
0
Return
Return onon sales
sales Return
Return onon investment
investment Cash
Cash flow/Investment
flow/ Investment
-5
Less than -5% < -5%-5% to 0-5% to 00 to 5%
0 to 5% 5%
5% toto 10%
10% > 10% Over 10%
ROI (%) 25 24 23 18 19
Pre-requisites forsuccess
Pre-requisites for success
Analysis of competition
Analysis of demand
• What drives competition?
• Who are our •• What drives
What are the competition?
main
customers? •dimensions
What are theof main
competition?
dimensions of competition?
• What do they want? ••How
Howintense
intenseis iscompetition?
competition?
••How
Howcan
canweweobtain
obtainaasuperior
superior competitive
competitive position? position?