This document discusses industry and competitive analysis. It covers categorizing competitors' objectives and strategies, identifying key success factors, and assessing industry attractiveness. Key points include: 1) Competitors can be analyzed based on their competitive scope, strategic intent, market share objectives, competitive position, strategic posture, and competitive strategies. 2) Key success factors are the elements that most affect a firm's ability to prosper and include product attributes, resources, competencies, and capabilities. 3) Assessing industry attractiveness involves considering factors like market size, competitive conditions, potential for entry/exit of firms, and stability of demand. Both near and long-term profitability should be analyzed.