Industry and Marketplace Analysis

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Industry and Marketplace Analysis
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Virtual Ad Firm

• Opportunity
• work with a team of advertising professionals
  from the School of Journalism
• Value add
• Media mix, market strategy, art and copy, public
  relations, powerpoint design, guerilla marketing
  
• Advisor Laura Chen
• Students recruited from media planning, account
  management, and advertising courses.

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Virtual Ad Firm

• Catalyst
• Tim Boyle, CEO Columbia Sportswear
• 60,000 gift to New Venture Championship
• Funding for Virtual Ad Firm project
• Next Step?
• MBAs --Discuss project with your team.
• Complete application if interested
• Journalism students -- enroll in J 408/508.

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Business Concepts

• Four-minute presentations, followed by 5 minutes
  QA.
• Alliance Financial Services
• Clouston Tree Shaver
• HealthCare Integration Processes
• Schlau Technologies

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Announcements

• Intels Dave Preston, Entrepreneur on Campus
• Thursday, January 24. Chiles 228, 400 p.m.
• Teams prepare 2-minute elevator speech
• Office Hours with Dave
• Thursday morning, 10 am - 12 pm.
• First-come, first-served.
• Email Marianne lce_at_lcb.uoregon.edu
• San Diego Competition
• Apply to Randy ASAP
• Link to San Diego website in online syllabus

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Agenda

• Industry and marketplace analysis
• Industry analysis
• Marketplace analysis
• Customer analysis
• Competitor analysis
• Product/service description
• Next week

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Industry and Marketplace Analysis

• Overview of industry and marketplace
• Trends, dynamics, problems, opportunities
• Demonstrate need or hole in marketplace
• Show how trends lead inevitably to your concept
• Tone of dispassionate analysis
• Arms-length viewpoint, outsider looking in
• Not the place to describe your concept or firm
• This is not where you present your market strategy

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Organization of Analysis Section

• Industry Analysis
• Marketplace Analysis
• Customer Analysis
• Competitor Analysis

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Conceptual Picture
Save for Marketing Plan
Your Industry
Your Marketplace
X
Buyers
You
Sellers
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-- Industry analysis

• Overview of industry organization
• Pure competition, oligopoly,
• Focus on major and important trends
• Identify disruptive technologies (if any)
• Porter analysis is a good exercise
• May or may not include in plan

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Industry Questions

• How do we define our industry?  
• How is the industry segmented?  
• What are current trends and important
  developments?
• Who are the largest and most important players?
• What problems is the industry experiencing?
• What national and intl events influence our
  industry?
• What are growth forecasts?

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-- Marketplace Analysis

• Define and describe your marketplace
• Niche, geographic area, subset of larger industry
• Whats happening in your market?
• Network! talk with the marketplace
• Customers, competitors, vendors, suppliers,
  salespeople,
• Chambers of commerce
• Industry trade groups

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Marketplace Questions

• How do we define our marketplace?
• How large is it and how fast is it growing?
• How is our marketplace segmented?
• What companies currently service this market?
• What trends are important in our marketplace?

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-- Customer Analysis

• Identify current buyers in your marketplace
• Segment these customers
• What problems are not being solved?
• What needs are not being met?
• Which customer segments are currently ignored?
• Talk with current buyers!

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Customer Questions

• Who are the traditional customers in this market?
  
• How is the market segmented?
• What motivates buying decisions?
• What channels of distribution are used?  What
  channels are being ignored?
• In what ways are customers dissatisfied with
  current offerings in the marketplace?
• What customer needs are currently unmet by the
  market?
• What emerging customer groups are being ignored?

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-- Competitor Analysis

• Identify current sellers in your marketplace
• Niche and focus
• Target customers
• Strengths and weaknesses
• Talk with current marketplace sellers!
• Sellers themselves
• Vendors
• Customers
• Competitive Matrix Comparison

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Competitive Matrix
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Competitor Questions

• Who are current sellers in the marketplace?  
• What are the attributes and characteristics of
  these sellers and their products/services?  
• What is their size, location, target market, and
  other important characteristics?
• What problems and concerns do customers have with
  these sellers?

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Suggested References

• Kaiping Zhangs Entrepreneurship Research
  Website http//libweb.uoregon.edu/govdocs/busines
  s/Entrepreneurship.html
• Encyclopedia of Associations, Business Library
  reference section
• 1997 U.S. NAICS Codes and Titles,
• http//www.census.gov/epcd/naics/naicscod.txt
• 1997 NAICS and 1987 SIC Correspondence Tables,
• http//www.census.gov/epcd/www/naicstab.htm

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Product/Service Description

• Introduction
• Description
• What is your product or service? Describe
  carefully.
• Market comparison
• Why is our product or service unique or better?
• What problems does it solve for customers?
• Proprietary rights (if any)
• Stage of development (brief)
• Use this section to sell your concept

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Product/Service SummaryIntroduction

• Write an evocative paragraph that attractively
  presents your product or service

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 enjoyed in our clean and comfortable
dining area. In just those few brief moments,
Hills Kitchen has served another healthy and
delicious meal, and satisfied another customer.
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Next Week

• Assignment Find a mentor
• Randy Alan can help upload bio/contact
  info./how use
• Deliverable 2 Written Product/Service
  Description
• Insert in MS Word Template and upload to eProject
• Presentations Product/Service Description
• Workshop Don Harkins - The Marketing Plan
• Each team to schedule a one-on-one meeting with
  Don this week.

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Five-Forces Analysis
Ease ofSubstitution
Power ofCustomers
Power ofSuppliers
Industry
IndustryRivalry
Barriers toEntry