lrduslry ard Var|elp|ace Ara|ys|s

3leprer LaWrerce ard Frar| Voyes

Sraouare $onoo| ol 3us|ness
Un|vers|ty of 6o|orado
ou|der, C0 80309-0119
lrduslry ard Var|elp|ace Ara|ys|s
0verv|eW ol |rduslry ard rar|elp|ace
- Trerds, dyrar|cs, proo|ers, opporlur|l|es
- 0erorslrale reed or ro|e |r rar|elp|ace
- 3roW roW lrerds |ead |rev|lao|y lo your corcepl
Tore ol d|spass|orale ara|ys|s
- Arrs-|erglr v|eWpo|rl, ouls|der |oo||rg |r
Nol lre p|ace lo descr|oe your corcepl or l|rr
- Tr|s |s rol Wrere you preserl your rar|el slralegy
0rgar|zal|or ol Ara|ys|s 3ecl|or
lrduslry Ara|ys|s
Var|elp|ace Ara|ys|s
Cuslorer Ara|ys|s
Corpel|lor Ara|ys|s
Corceplua| P|clure
our |ndustry
our Harketp|ace
uyers
8e||ers
ou

Save for
Marketing Plan
nousrry ana|ys|s
0verv|eW ol |rduslry orgar|zal|or
- Pure corpel|l|or, o||gopo|y, .
Focus or rajor ard |rporlarl lrerds
lderl|ly d|srupl|ve lecrro|og|es (|l ary)
Porler ara|ys|s |s a good exerc|se
- Vay or ray rol |rc|ude |r p|ar
Porler Ara|ys|s
!ower of
8upp||ers
!ower of
6ustomers
Ease of
8ubst|tut|on
arr|ers to
Entry
|ndustry
|ndustry
R|va|ry
lrduslry 0uesl|ors
loW do We del|re our |rduslry?
loW |s lre |rduslry segrerled?
wral are currerl lrerds ard |rporlarl deve|oprerls?
wro are lre |argesl ard rosl |rporlarl p|ayers?
wral proo|ers |s lre |rduslry exper|erc|rg?
wral ral|ora| ard |rl'| everls |rl|uerce our |rduslry?
wral are groWlr lorecasls?
arkerp|aoe /na|ys|s
0el|re ard descr|oe your rar|elp|ace
- N|cre, geograpr|c area, suosel ol |arger |rduslry
wral's rapper|rg |r your rar|el?
NelWor|l - la|| W|lr lre rar|elp|ace
- Cuslorers, corpel|lors, verdors, supp||ers,
sa|espeop|e, .
- Craroers ol correrce
- lrduslry lrade groups
Var|elp|ace 0uesl|ors
loW do We del|re our rar|elp|ace?
loW |arge |s |l ard roW lasl |s |l groW|rg?
loW |s our rar|elp|ace segrerled?
wral corpar|es currerl|y serv|ce lr|s rar|el?
wral lrerds are |rporlarl |r our rar|elp|ace?
usromer /na|ys|s
lderl|ly currerl ouyers |r your rar|elp|ace
- 3egrerl lrese cuslorers
- wral 'proo|ers are rol oe|rg so|ved?
- wral reeds are rol oe|rg rel?
- wr|cr cuslorer segrerls are currerl|y |grored?
Ta|| W|lr currerl ouyersl
Cuslorer 0uesl|ors
wro are lre lrad|l|ora| cuslorers |r lr|s rar|el?
loW |s lre rar|el segrerled?
wral rol|vales ouy|rg dec|s|ors?
wral crarre|s ol d|slr|oul|or are used? wral crarre|s
are oe|rg |grored
lr Wral Ways are cuslorers d|ssal|sl|ed W|lr currerl
oller|rgs |r lre rar|elp|ace?
wral cuslorer reeds are currerl|y urrel oy lre
rar|el?
wral ererg|rg cuslorer groups are oe|rg |grored?
omper|ror /na|ys|s
lderl|ly currerl se||ers |r your rar|elp|ace
- N|cre ard locus
- Targel cuslorers
- 3lrerglrs ard Wea|resses
Ta|| W|lr currerl rar|elp|ace se||ersl
- 3e||ers lrerse|ves
- verdors
- Cuslorers
Corpel|l|ve Valr|x Corpar|sor
Corpel|l|ve Valr|x
Competitive Matrix Chart
Product or
Service
Production
/ Quality
Unique
Features
Distribution
System
Marketing /
Advertising
Geographic
Location
Strengths &
Weaknesse
Market
Share
Competitor A
Competitor B
Competitor C
Competitor D
Competitor E
Competitor F
Corpel|lor 0uesl|ors
wro are currerl se||ers |r lre rar|elp|ace?
wral are lre allr|oules ard craracler|sl|cs ol lrese
se||ers ard lre|r producls/serv|ces?
wral |s lrere s|ze, |ocal|or, largel rar|el, ard olrer
|rporlarl craracler|sl|cs?
For lre|r producls or serv|ces, |derl|ly pr|ce, qua||ly,
lealures, d|slr|oul|or, ard olrer |rporlarl allr|oules.
wral proo|ers ard corcerrs lo cuslorers rave W|lr
lrese se||ers?
3uggesled Relererces
noyo|opeo|a ol /ssoo|ar|ons, us|ress L|orary
relererce secl|or
'997 u.$. h/$ ooes ano T|r|es,
- rllp://WWW.cersus.gov/epcd/ra|cs/ra|cscod.lxl
'997 h/$ ano '987 $ orresponoenoe Tao|es,
- rllp://WWW.cersus.gov/epcd/WWW/ra|cslao.rlr
Researcr|rg ar lrduslry (aosor Co||ege)
- rllp://WWW.oaosor.edu/|lsd/sg/Word/sg1|rduslry.doc
F|rd|rg slal|sl|cs (aosor Co||ege)
- rllp://WWW.oaosor.edu/|lsd/sg/Word/sg1slal|sl|c.doc
Producl/3erv|ce 0escr|pl|or
lrlroducl|or
0escr|pl|or
- wral |s your producl or serv|ce? 0escr|oe carelu||y.
Var|el corpar|sor
- wry |s our producl or serv|ce ur|que or oeller?
- wral proo|ers does |l so|ve lor cuslorers?
Propr|elary r|grls (|l ary)
3lage ol deve|oprerl (or|el)
use lr|s secl|or lo se|| your corcepl
!roouor/$erv|oe $ummary
lrlroducl|or
wr|le ar evocal|ve paragrapr lral allracl|ve|y
preserls your producl or serv|ce
Entering Hills Kitchen, customers are engulfed by the aroma of warm, hearty soups and
freshly baked breads. They relax to music and peruse our menu of original gourmet
recipes and freshly baked breads. A friendly and knowledgeable kitchen staff person
greets them at the counter to offer suggestions and health information, and to take their
order. Within moments the customer is served a generous portion of hot, hearty, and
delicious Hills Kitchen soup. Accompanying the soup is a large slice of freshly baked
bread and a fresh fruit choice, all of which can be carried out or enfoyed in our clean
and comfortable dining area. In fust those few brief moments, Hills Kitchen has served
another healthy and delicious meal, and satisfied yet another customer.