CHAPTER 4 WORKSHEET
Industry Analysis
1. What industry best captures the proposed product/service? Sports Nutrition Foods and Beverages Market
2. What is its NAICS code? 446191
3. What were the total industry revenues in the past year? 1.93bn US$
1.93
4. What is the growth rate in industry revenues over the past few years? 6.02 %
5. How many firms compete in the industry?
6. Identify the five largest firms:
First Name
Revenues in Past
Year
Net Income in
Past Year
Market Share
Public or Private
7. Who buys the industry’s product/service:
a) Are the customers consumers or businesses? consumers
b) If businesses (list the industries that purchase the product/service):
Industry Name
NAICS Code
No. Firms
Size of Market for
Your Product ($)
Share of Your
Industry Output
c) If consumers (how do sales vary over demographic segments that purchase the product/service):
Demographic
Segment
Size of Segment
(People)
Purchase of the
Product
($/Person)
Size of Market of
Product ($)
Share of Your
Industry Output
8. Through what channels is the product sold to customers?
Distribution
Channel
NAICS Code
Stage in
Channel*
Number of
Firms in
Channel
Markup of
Channel
Share of Your
Industry
Output
*If this channel is the only intermediary between the primary industry and the customer, then stage = 1; if
product passes through one earlier intermediary, then = 2.
9. Identify the main industry associations and journals
Association/Journal
Phone Number
Membership/Circulatio
n
Main Objective(s)
10. What market research companies/analysts cover the industry?
Company
Means to Access Reports
Key Observations on the
Industry
11. Characterize the financials of firms in the industry:
Focal Industry
Distributor
Customer
100%
100%
100%
Income Statement
Ratios
Sales
Cost of Goods Sold
R&D
Sales, General %
Admin
Net Income
Operations Metrics
Inventory Turns
Performance Ratios
Return on Fixed Assets
Return on Equity
The remaining information is obtained from industry articles:
12. Distribution of product price at final customer:
Minimum:
Maximum:
Mean:
Std Dev:
Median:
13. What are the closest substitutes to your industry’s product/service:
Substitute
Average Price of Substitute
Factors That Favor Substitute
Over Focal Product
14. Are there any complements to your industry’s product/service:
Complement
Nature of Dependance
Average Price
How Mature Is
Complement Industry
15. What are the main inputs to your industry’s product/service:
Input
Input’s Share of Your
Price Unit Cost
Number of Firms in
Supply Industry
Key Firms
16. Given all the above, what do you see as the main entry barriers to the industry?
17. Identify any trends, insights gained from your research that is not captured above. List source for
each.”
CHAPTER 5 WORKSHEET
Perceptual Mapping
1. Identifying buyers (from secondary data)
a) Are your customers consumers or businesses?
b) If businesses (list the industries that purchase your product/service):
Industry Name
SIC Code
No. Firms
Size of Market for
Your Product
Share of Your
Industry Output
Size of Segment
(People)
Purchases of the
Product
($/Person)
Size of Market for
Product ($)
Share of Your
Industry Output
c) If consumers:
Demographic
segment
2. What mailing lists (or other sources) can you use to locate people/firms in your industry?
Source
Segment(s) Covered
Extent of Coverage (%
of People in Segment)
Cost per Person
3. Are you conducting interviews or focus groups to gather data?
Why?
4. Characterize the people you interviewed:
Name
Segment/Industry
5. What raw dimensions were elicited in the interviews:
Raw Dimensions/Attribute
Times Mentioned
6. What competing/substitute products were elicited?
Raw Dimensions/Attribute
Times Mentioned
Source of Name
7. Summarize the rankings of each product on each dimension
Product
Dimensions
1
2
3
Price
4
5
8. Create Snake Diagram of above table:
Ranking
Dimensions
1
2
Legend for Products
9. Interesting comments from interviews/focus groups
10. Where is there opportunity in perceptual map?
3
4
5
11. What physical attributes of the product can you create to capture the perceptual dimensions elicited
from the focus group/interviews:
Perceptual Dimension
Physical Attribute