Professional Documents
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Market/Submarket Analysis
PPT 4-1
PPT 4-2
Figure 4.1
PPT 4-3
PPT 4-4
PPT 4-5
Market Growth
Estimated market size in future
Percentage increase in sales and profits
even without increasing market share.
Market growth will correspond with product
lifecycle
Growth pattern and the Driving Forces
Driving Forces and Growth Factor analysis
Forecasting growth
Demographic Trends
Sales of related equipment
Chapter 4 - Market and Submarket Analysis
PPT 4-6
PPT 4-7
Industry
Profitability
Threat of
of
Threat
Substitute
Substitute
Products
Products
Bargaining
Bargaining
Power
Power of
of
Customers
Customers
Cost Structure
Cost structure analysis will provide into the
key success factors
Examination of the Value Chain to explore
where Cost advantages can be created
PPT 4-9
Distribution Systems
What are the alternative distribution
channels?
What trends are observed in terms of
growing importance and channel
emergence?
Who has the power in the channel, what
are the trends of shifting power?
PPT 4-10
Market Trend
What are current market trends?
What's changing
How important?
PPT 4-11
PPT 4-12
PPT 4-13
PPT 4-14
Risks of
High-Growth
Market
Competitive
CompetitiveRisk
Risk
Overcrowding
Overcrowding
Superior
Superiorcompetitive
competitive
entry
entry
FirmLimitations
Limitations
Firm
Resourceconstraints
constraints
Resource
Distribution
Distribution
unavailable
unavailable
Market Changes
Changes
Market
Changing KSFs
KSFs
Changing
New technology
technology
New
Disappointing growth
growth
Disappointing
Price instability
instability
Price
Figure 4.5
PPT 4-15
The quality of decision is like the welltimed swoop of a falcon that enables it
to strike and destroy its victim.
- Sun Tzu
PPT 4-16