1. EPS7500-61 Industry and Competitor Analysis Workbook

2. Identify Your Industry and Your Market

3. Objective Assessment of Industry Economic Characteristics

4. Step One: Industry Economic Characteristics Worksheet

5. Step Two – How Industries Change The Strategic Implications of Industry Driving Forces

6. Step Two: How Industries Change – Industry Driving Forces Worksheet

7. Step Three – Competitor Analysis Identify your top 4-6 key strategic competitors List competitor name, headquarters address Research key firmagraphic information : –Number of employees –Annual Sales –Market Share –Years in business –Reputation –Other

8. Step Three – Competitor Analysis Strategy Profile of Competitors

9. Key Strategic Competitor Worksheet

10. Competitor Matrix

11. Step Three: Strategic Group Mapping Identify the competitive characteristics that differentiate firms in your industry. For Example: –y axis-price/quality, range (high medium low) –x axis-breadth of product line (full line, limited line, narrow line) Plot the firms on a two variable map using pairs of these differentiating characteristics Assign competitors that fall in about the same strategy space to the same strategic group Draw circles around each strategic group, making the circle proportional to the size of the group share of total industry revenue

12. Step Four: The Five Competitive Forces

13. Step Five- Key Success Factors to Achieve Competitive Advantage Key Success Factors –What are the characteristics your company needs to be successful in the industry? –What is the basis upon which your company can achieve a sustainable competitive advantage? –Competitive Advantages: Product/Technology Related Manufacturing Related Distribution Related Marketing Related Other

14. Step Five: Key Success Factors Technology Related –Scientific research expertise –Product innovation expertise –Industry perception as “technological leader” Manufacturing Related –Ability to achieve lower cost operating efficiencies –Ability to improve product quality –High utilization of fixed assets –Ability to leverage economies of scale –Availability of cheap raw material inputs –Recruiting very qualified, highly productive production staff

15. Step Five: Key Success Factors, (Cont.) Distribution Related –Building strong network of wholesaled distributors –Gaining premium shelf space –Loyal distributors/dealers Marketing Related –Having a well-trained, highly effective sales force –Reputation for quality –Product innovations –Breadth of product line

16. Step Five: Key Success Factors, (Cont.) Customer Service/Total Experience –Offering excellent customer service...beyond expectations –Providing technical assistance to buyers –Prompt delivery –Customer guarantees and warranties Other Types of Competitive Advantages –Pleasant, knowledgeable, highly trained and courteous employees –Favorable image/reputation with buyers –Recognition as a leader –Convenient location

17. Industry, Market and Competitor Analysis - Summary and Conclusion