Industry Analysis

This is the first major phase of your company analysis project, where you’ll continue working with the company your group chose. Here’s the breakdown:

  1. Define the Industry:
    • Clearly identify the relevant industry for each of your company’s strategic business units (SBUs).
    • If your company has multiple SBUs, focus on the “cash cows” and “stars” that generate the most revenue.
  2. Strategic Group Analysis:
    • Categorize competitors based on similarities in their strategies and business models.
  3. Five Forces Analysis:
    • Analyze the industry’s current attractiveness using Porter’s Five Forces framework.
    • Consider whether different strategic groups experience the five forces differently.
    • Please refer back to the industry analysis reading for a detailed example and walk-through.
  4. PESTLE Analysis:
    • Use the PESTLE framework to assess the industry’s future attractiveness.
    • Discuss how your PESTLE findings might impact the strategic groups you identified.

Key concepts & examples:

Review the assigned readings on Industry Analysis and the class slides for helpful explanations and examples.

Research & Tools:

  • NotebookLM: Conduct your analysis using NotebookLM, populating your notebook with all relevant source materials.
  • Authoritative Sources: Stick to credible sources like company 10-K reports, earnings call transcripts, analyst reports from reputable investment banks, and industry data providers (e.g., IBISWorld).
  • Summaries: Use your NotebookLM skills to summarize information from these sources into a submission-ready format.

Submission Details:

  • Format: Submit as a .docx or PDF file, approximately 5 pages long.
  • Notebook Link: Include a link to your NotebookLM notebook with your submission.
  • Deadline: February 13th
  • Points: 100 points

Rubric for Industry Analysis Project (100 points)

Criteria Excellent Good Fair Needs Improvement
Industry Definition & SBU Focus Clearly and accurately defines the relevant industry for each SBU. Focuses on the most important “cash cow” and “star” SBUs. Defines the relevant industries but may have minor inaccuracies or lack focus on key SBUs. Industry definitions are vague or incomplete. May not prioritize key SBUs. Fails to clearly define the relevant industries or identify key SBUs.
Strategic Group Analysis Provides a insightful and well-supported categorization of competitors into strategic groups. Clearly articulates the basis for grouping. Categorizes competitors into strategic groups, but the analysis may lack depth or clarity in the grouping rationale. Attempts to categorize competitors but the grouping is unclear or poorly justified. Fails to meaningfully categorize competitors into strategic groups.
Five Forces Analysis Conducts a thorough and insightful Five Forces analysis, demonstrating a strong understanding of the framework. Clearly discusses the impact on different strategic groups. Conducts a Five Forces analysis, but the analysis may lack depth or clarity in some areas. Discusses the impact on strategic groups with some limitations. Applies the Five Forces framework with some errors or omissions. Discussion of strategic groups is limited or absent. Fails to effectively apply the Five Forces framework or discuss its implications for strategic groups.
PESTLE Analysis Conducts a comprehensive PESTLE analysis, identifying key trends and their potential impact on the industry’s future attractiveness. Clearly links findings to strategic groups. Conducts a PESTLE analysis, but the analysis may lack depth or clarity in some areas. Links findings to strategic groups with some limitations. Applies the PESTLE framework with some errors or omissions. Discussion of strategic groups is limited or absent. Fails to effectively apply the PESTLE framework or discuss its implications for strategic groups.
Clarity & Presentation Analysis is well-written, logically organized, and easy to follow. Presents information in a clear and concise manner. Analysis is generally well-written and organized, but may have some minor issues with clarity or conciseness. Analysis lacks clarity or organization, making it difficult to follow. May have significant writing or presentation issues. Analysis is poorly written and presented, with major issues in clarity, organization, and overall quality.

Total Points: 100