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Industry Analysis

Industry Analysis. Chapter 03. Category Attractiveness Summary. Aggregate Category Factors. Category size Category growth Stage in product life cycle Sales cyclicity Seasonality Profits. Attractiveness of Market Variables. Category Attractiveness over the Product Life Cycle.

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Industry Analysis

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  1. Industry Analysis Chapter 03

  2. Category Attractiveness Summary

  3. Aggregate Category Factors • Category size • Category growth • Stage in product life cycle • Sales cyclicity • Seasonality • Profits

  4. Attractiveness of Market Variables

  5. Category Attractiveness over the Product Life Cycle

  6. Category Factors • Threat of new entrants • Bargaining power of buyers • Bargaining power of suppliers • Current category rivalry • Pressure from substitutes • Category capacity

  7. Factors in Assessing the Structure of Industries • Threat of new entrants • Bargaining power of buyers • Bargaining power of suppliers • Amount of intracategory rivalry • Threat of substitute products or services

  8. Threat of new entrants • Economies of Scale • Product Differentiation • Capital Requirements • Switching Costs • Distribution

  9. Buyer Bargaining Power is High When: • Product bought is a large percentage of the buyer’s cost. • Product bought is undifferentiated. • Buyers earn low profits. • Buyer threatens to backward integrate. • Buyer has full information. • Substitutes exist for the seller’s product or service.

  10. Supplier Bargaining Power is High When: • Suppliers are highly concentrated, that is, dominated by a few firms. • There is no substitute for the product supplied. • Supplier has differentiated its product or built in switching costs. • Supply is limited.

  11. Major Characteristics of Categories Exhibiting Intensive Rivalries • Many or balanced competitors • Slow growth • High fixed costs • Lack of product differentiation • Personal rivalries

  12. Impact of Category Factors on Attractiveness

  13. Environmental Factors • Technological • Political • Economic • Regulatory • Social

  14. Typology of Technical Developments

  15. Conceptualizing Political Risks

  16. Projected Population Change in the U.S.: 2000–2010

  17. The 10 Themes of N-Gen Culture

  18. Evidence of Inequality, as Cited by Federal Reserve Chairman Ben Bernanke

  19. Share of Food Purchases

  20. Category Attractiveness: Retail Coffee

  21. Category Attractiveness: MP3 Phones

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