Industry analysis

How to understand business in a competitive context

1. Understanding Business in a Competitive Context – Industry Analysis Dr. Shriram Purankar Jaypee Business School

2. What is Industry Analysis ? Industry analysis is a market assessment tool used by businesses to understand the competitive dynamics of an industry . Make sense of what is happening in an industry demand-supply statistics degree of competition within the industry future prospects of the industry taking into account technological changes, credit system within the industry

3. Why carry out Industry A nalysis ? A ble to retain valuable and existing customers understand the competitors Understand the offerings in the market. Understand how business can enhance its value creation and Understand how company can provide more value to existing customers

4. Attracting new customers Understand the customers needs how many prospective customers are out there for their competitors to serve ? If offering is not what customers the want then… Value proposition needs to be changed Industry Analysis not only about competitors but also about customers Why carry out Industry A nalysis ?

5. Ensuring sustainability of business : IA will let business know what the competitor is launching next How to grasp business from competitors ? How to create barriers for competitors to enter ? How to become a threat for competitors? How to keep business sustainable for next 20 to 30 years ? Why carry out Industry A nalysis ?

6. Aligning organizational strategy in culture IA gives you framework for strategy Without making a change in corporate culture you will not be able to create competitive advantage. industry analysis will help a business align its strategy with the organizational culture. Why carry out Industry A nalysis ?

7. Attracting new and retaining existing star performers Industry analysis will help you understand what skills you should look for in your existing and new recruits so that they can help you grow the business. it’s critical to hire someone who has the required skills industry supports. Without which you’ll not be able to generate competitive advantage for your organization Why carry out Industry A nalysis ?

8. Understanding the business and creating a big picture helps create a helicopter view for the business helps a business to see the big picture and create pixel view goals and short terms objectives to work upon. Why carry out Industry A nalysis ?

9. Why carry out Industry A nalysis? Quick Summary Able to retain valuable, existing customers Attracting new customers Ensuring sustainability of business Aligning organizational strategy in culture Attracting new and retaining existing star performers Understanding the business and creating a big picture

10. Types of Industry Analysis Porter’s 5 Forces Broad Factors Analysis (PEST Analysis) SWOT Analysis

11. Porter’s 5 Forces Introduced by Michael Porter in his 1980 book “Competitive Strategy: Techniques for Analyzing Industries and Competitors .” According to Porter, analysis of the five forces gives an accurate impression of the industry and makes analysis easier.

12. Porter’s 5 Forces

13. Intensity of industry rivalry The number of participants in the industry and their respective market shares are a direct representation of the competitiveness of the industry. Lack of differentiation in products tends to add to the intensity of competition. High exit costs like high fixed assets, government restrictions, labor unions, etc. also make the competitors fight the battle a little harder. Porter’s 5 Forces

14. Intensity of industry rivalry Rivalry Determinants: Industry Growth Fixed/storage costs Product Differences Brand Identity Exit Barriers Diversity of competitors Switching costs Porter’s 5 Forces

15. Threat of potential entrants This indicates the ease with which new firms can enter the market of a particular industry. If it is easy to enter an industry, companies face the constant risk of new competitors. If the entry is difficult, whichever company enjoys little competitive advantage reaps the benefits for a longer period. Also , under difficult entry circumstances, companies face a constant set of competitors. Porter’s 5 Forces

16. Threat of potential entrants To avoid new entrants, and to keep the industry profitable, the industry needs several entry barriers in place . Entry Barriers: Economies of Scale Capital Requirements Proprietary Product differences Switching Costs Government Policy Access to Distribution Porter’s 5 Forces

17. Bargaining power of suppliers If the industry relies on a small number of suppliers, they enjoy a considerable amount of bargaining power. This can affect small businesses because it directly influences the quality and the price of the final product . E.g. What if Parachute Coconut Oil’s supplier Union says they want to increase prices of raw materials by 20% ? What will happen ? Porter’s 5 Forces

18. Porter’s 5 Forces Bargaining power of buyers The complete opposite happens when the bargaining power lies with the customers. If consumers/buyers enjoy market power, they are in a position to negotiate lower prices, better quality, or additional services and discounts. This is the case in an industry with more competitors but with a single buyer constituting a large share of the industry’s sales.

19. Porter’s 5 Forces Bargaining power of buyers Do you know why modern retail is taking away the business from small retail outlets? It is because these modern retail companies have huge bargaining power due to bulk buying. Hence they are crushing the small retailers . modern retailers will have huge bargaining power due to which a small retailer can consider them as a huge problem when establishing his own business.

20. Porter’s 5 Forces Threat of substitute goods/services The industry is always competing with another industry in producing a similar substitute product. all firms in an industry have potential competitors from other industries. This takes a toll on their profitability because they are unable to charge exorbitant prices. Substitutes can take two forms – products with the same function/quality but lesser price, or products of the same price but of better quality or providing more utility.

21. Porters 5 Force Analysis of Automobile Industry Exercise

22. Broad Factors Analysis ( PEST Analysis) Broad Factors Analysis, also commonly called the PEST Analysis stands for Political, Economic, Social and Technological. PEST analysis is a useful framework for analyzing the external environment.

23. To use PEST as a form of industry analysis, an analyst will analyze each of the 4 components of the model.  These components include :   Political Political factors that impact an industry include specific policies and regulations related to things like taxes, environmental regulation, tariffs, trade policies, labor laws, ease of doing business, and the overall political stability. Economic The economic forces that have an impact include inflation, exchange rates (FX), interest rates, GDP growth rates, conditions in the capital markets (ability to access capital), etc. Social The social impact on an industry refers to trends among people and includes things such as population growth, demographics (age, gender, etc ), and trends in behavior such as health, fashion, and social movements. Technological The technological aspect of PEST analysis incorporates factors such as advancements and developments that change the way a business operates and the ways in which people live their lives (i.e. advent of the internet). Broad Factors Analysis (PEST Analysis)

24. SWOT Analysis SWOT Analysis stands for Strengths, Weaknesses, Opportunities, and Threats . It can be a great way of summarizing various industry analysis methods and determining their implications for the business in question.

25. SWOT Analysis Internal Internal factors that already exist and have contributed to the current position and may continue to exist. External External factors which are contingent events. Assess their importance based on the likelihood of them happening and their impact on the company.  Also, consider whether management has the intention and ability to take advantage of the opportunity/avoid the threat.