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The Industry Analysis

The Industry Analysis. Purpose of the Analysis. Develop your secondary data research skills. Effective B2B Marketing requires that you understand your customers, competitors, and market trends. This understanding must be based on quality information. Requirements. Pick an industry

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The Industry Analysis

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  1. The Industry Analysis

  2. Purpose of the Analysis • Develop your secondary data research skills. • Effective B2B Marketing requires that you understand your • customers, • competitors, and • market trends. • This understanding must be based on quality information.

  3. Requirements • Pick an industry • Acquire specific information about the industry • Examine • The competition • The supply chain • The industry’s customers • Communicate your findings

  4. Potential Information Sources • General Encyclopedias • U.S. Industrial Outlook • NAICS Manual (or SIC) • Standard and Poor’s Industry Survey • Predicasts Basebook • Annual Survey of Manufactures • Ward’s Business Directory • Market Share Reporter • State/Regional Industrial Directories • Corporate Annual Reports • Industry-specific Trade Journals Continued on next slide

  5. Potential Information Sources • Beware the Internet!! • Although it depends upon the industry you select, the vast majority of the information required may be accessed • In the Houston Cole Library • Via the Houston Cole Library’s electronic databases

  6. Picking an Industry • Must be (to a large degree) a B2B industry • If you insist on selecting a consumer product industry, you MUST analyze the B2B aspect, NOT the B2C aspect. • Helps if you are interested in the industry • Consider choosing a basic and well-defined industry • Address the questions in each of the following sections • In your introduction, clearly define your industry

  7. Industry Specific Knowledge • What 3 historical events have shaped the development and growth of the industry? • What was the value of shipments for the U.S. in the latest year reported? • What are the values of imports and exports for the last 5 years? • What was the average annual growth rate over the last 3 years? • What is the forecasted annual growth rate of the industry? Continued on next slide

  8. Industry Specific Knowledge • What are two other industry statistics that are important for your industry? Why are these important? • What is a major issue of concern to this industry that affects the outlook for the coming years? Justify. 8. Are there any specific individuals who have a significant impact on the industry? • Bill Gates; software industry • Sam Walton; discount brick & mortar retailing

  9. Major Competitors • Who are the top 5 companies in the industry? • What are their most recent sales revenues? • Describe the industry leader (explain why it is the leader). • Describe potential competition arising outside the industry. • Why would any competitor outside the industry serve as potential competition?

  10. Supply Chain • The supply chain includes all organizations involved in the production, distribution, and sale of products. Upstream Suppliers Direct Suppliers Producers Intermediaries Buyers

  11. Supply Chain • Describe the supply chain in the industry. • What type of suppliers provide the basic raw materials? • What type of suppliers provide component parts? • What type of manufacturers produce the finished product? • What type of intermediaries are involved in the distribution and/or sale of the product? • What other type of firms influence the supply chain in the industry? Continued on next slide

  12. Supply Chain • What companies supply important inputs to the industry? • What products do they supply? • What major factors influence their ability to provide these products? Why?

  13. Customers • What type of customers buy the products this industry produces? • Describe the major buying processes used by EACH of these customer groups. • How do the buyers use the products? Continued on next slide

  14. Customers 4. Is it possible for the customers to produce the products themselves? • If yes, why? • If yes, why are they not now producing themselves? • If no, why? 5. Identify and describe the major customers for the industry’s products.

  15. Communicate Findings • The Report • Type and double-spaced. • 12 point font, Times-New Roman • 1 inch margins • Try to avoid exceeding 10 pages. • Cover page should ONLY include name of industry and your name. • Must be SECURELY bound in some way. • In a manila folder is NOT securely bound • Put tables, graphs, charts, etc. at end • Page numbers required

  16. Communicate Findings • The Format • Cover Page • Industry name & your name ONLY • Introduction • Identify and describe the industry • Industry Specific Knowledge • Major Competition • Supply Chain Continued on next slide

  17. Communicate Findings • The Format • Customers • Conclusion • Make a prediction regarding the future of the industry. • Justify your prediction • References • Follow Journal of Marketing format • In-text citation Bingham and Gomes (2001) or (Bingham and Gomes 2001) • Reference Section Bingham, Frank G., Jr. and Roger Gomes (2001), Business Marketing, 2nd ed., Chicago, IL: NTC/Contemporary Publishing Group, Inc. • Tables, Graphs, Charts, Etc.

  18. Industry Analysis Grading Form

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