This document provides an overview of key topics to cover when analyzing an industry for a business plan, including: 1. Defining the industry, understanding market research, and locating industry trends and the business's role. 2. Analyzing the industry's collective expertise, marketing research, trends, opportunities, obstacles, and competition. The analysis should explain industry growth or decline and the business's performance. 3. Understanding primary and secondary market research methods and sources of industry data, trends, and economic factors to consider in the analysis.

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Royal University of Phnom Penh
International Business Management
Course: Advanced Business Plan
Lectured by: Mr. DIEP Mounin
Class: D101
Presented by: PHUONG Sokheng
Heng Chinpisey
I ND US T RY
O V E RV I E W

2. In the chapterIndustry Overview
• Defining your industry
• Understanding market research
• Locating information about industry trends
• Explaining your business’s role in industry

3. 3
Industrial StrengthIndustry Overview
Analyzing
Industry
Company’s collective expertise
Marketing Research Trend information
• Explaining the industry and whether it’s growing or shrinking
• Explaining any trends or signification market factors, such as technological
advancements, relevant legislation, or influencers
• Identifying opportunities and obstacles within the industry
• Acknowledging competition
• Analyzing how your business will perform amidst this competition
Industry Analyze should fulfill several purposes, including:

4. Understanding Market ResearchIndustry Overview
This research is done directly on
behalf of an enterprise
This type of research is gathered
from source already in existence
Primary
research
Secondary
research

5. Understanding Market ResearchIndustry Overview
Answer basic questions – who,
what, when, where, how many,
how much, and how often – using
statistical analysis of data to draw
conclusion
Answer more open-questions,
such as “why” and “how”.
Quantitative research
Qualitative research

6. Understanding Market ResearchIndustry Overview
Primary
research
Interview
Surveys
Focus Groups
Online Focus Groups
Observation

7. Understanding Market ResearchIndustry Overview
Secondary
research
Census data
Internet information
Books
Journal articles

8. Understanding the IndustryIndustry Overview
The four segments of an industry life cycle are:
Emergent
Growth
Mature
Decline

9. Industry Economic and TrendsIndustry Overview
There are many places to find statistics, trends, and other
information about various markets.
Some of best place to find excellent secondary information:
• Census data (www.census.gov)
• United Nation Statistics Division
• BizMiner (www.bizminer.com)
• Minority Business Development Agency (www.mbda.gov)
• Trade journals and associations
• Local and state government
• Local libraries

10. Opportunities and ObstaclesIndustry Overview
INNOVATION
• What new progress,
inventions, or way of
doing business have been
introduced in your sector?
• How is your business
either incorporating or
competing with these
development?
Quickly Effectively
Cost-
Efficiently

11. Opportunities and ObstaclesIndustry Overview
REGULATIONS
• Unaware of government
regulation
• Shifts in regulation
• Current information
• Potential regulation issues

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• Rippled effect of failures business
• Don’t use economic condition as
litmus test for your start up
business
• Provide a sense of understanding
the impact of economic indicators
in your business plan
Opportunities and ObstaclesIndustry Overview
ECONOMIC FACTORS

13. 13
Opportunities and ObstaclesIndustry Overview
PRICE COMPARISONS
Price
Determine
price
Polarization
in price
Flexible
price

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Opportunities and ObstaclesIndustry Overview
LOCATION
Mention beneficial features

15. COMPETITONIndustry Overview
Figure out
competitor’s
weaknesses
Key
maintaining
share of the
market
Identify your
strength

16. COMPETITONIndustry Overview
Searching for information by following sources:
• The company’s website
• On the wire
• As a stakeholder
• Credit-reporting bureaus
• Complaint department
• Directory assistance
• Directory assistance
• Uncle Sam’s two cents
• Search engines

17. Sample Industry Overview and AnalysisIndustry Overview
4.0 The Market (Ch.6: Industry overview, pages 79-80)
1. Segment Size
2. Objectives
3. Segmentation
4. Size
5. Environnent
6. Alternatives

18. • How your business is expected to perform in the market?
• Identify benefits and challenges
• Don’t use a great deal of hyperbole or exaggeration
• Market share worksheet
• Check “Document”
BUSINESS PERFORMANCEIndustry Overview

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