OUTLINE
INTRODUCTION AND OBJECTIVES
FROM ENVIRONMENTAL ANALYSIS TO INDUSTRY ANALYSIS
THE DETERMINANTS OF INDUSTRY PROFIT: DEMAND AND COMPETITION
ANALYZING INDUSTRY ATTRACTIVENESS
Porter’s Five Forces of Competition Framework
Competition from Substitutes
Threat of Entry
Rivalry Between Established Competitors
Bargaining Power of Buyers
Bargaining Power of Suppliers
n APPLYING INDUSTRY ANALYSIS
Describing Industry Structure
Forecasting Industry Profitability
Strategies to Alter Industry Structure