A. Go through your course outline which is online. B. Choose a topic


A. Go through your course outline which is online.

B. Choose a topic and prepare quality notes and come up with tutorial questions not more than five.. submit a soft copy to [email protected]

( within 7 days)

C. Be ready to present your well researched paper to the class

D. Remember to think industrial and give relevant Zimbabwean examples.

Question on industrial analysis.



The Industry Analysis is a group project. You select your groups. The final outcome is a professionally organised and formatted


on an industry that markets goods to other businesses or organisations.

The Industry Analysis consists of a detailed discussion of the environment in which the industrial firm operates including analysis of business customers, competition, channel (supply chain) and controls (regulation). The environment you will discuss will be specific to the business marketing industry that your group chooses. An internal analysis of one particular company within this industry will also be included.




Broad Outline for Industry Analysis

1.Executive summary (5)

2.Competitive Environment (20)

Define product market

Analyse all sources of competition (Porter) -Specifically address competitive intensity

Identify competitive dynamics

Identify top direct competitors (approximately three) -Describe market positioning and

Sustainable competitive advantages of each

Provide market share on top competitors/others

Identify the overall demand forecast

Report major industry trends (e.g., technology, integration…)

Report on major threats and opportunities relative to competitors.

3.Customer Environment (20)

Identify the segmentation scheme used. Evaluate the basis used with criteria.

Describe contact segmentation – how are business customers communicated with

Analyse key customer relationships (e.g., partners, national accounts)

Report trends in the customer environment (value, needs, purchase and usage behavior)

Provide a demand forecast & breakdown by segment.

Identify opportunities and threats relative to the customers.

4. Channel Environment (20)

Diagram (visual) and discuss the supply chain

Report on power sources and analyze the balance of power

Describe key distributor/facilitator relationships

Analyze use of E-commerce

Identify technology changes in logistics

Identify important channel trends

Identify opportunities & threats relevant to the supply chain

5. Controls Environment (20)

Identify the impact of any regulation/deregulation issues

Report on the effect of any new regulation

Describe any assistance/support programs

Identify and describe the impact of environmental issues

Identify and describe the impact of other social/political issues

Identify any emerging ethical issues and their potential effect on the industry

Identify opportunities & threats relevant to the control environment

6.Company Environment

It should be the company in the industry discussed.

Total marks 100