Chapter 9: Providing Competitive Intelligence: Researching an Industry
In the chapter:
- Getting information about a public company
- Profiling an industry
- Providing useful information about industry players
- Reading between the lines
Understanding an industry
Delivering profile information about a company is important, but so is profiling an entire industry. What does the industry look like as a whole, and how can you apply what you’ve picked up in this chapter in your evaluation of the industry you’re researching? Well, glad you asked. I suggest starting with the Google Directory and using Google to search the Web.
You may want to ask and answer the following questions about an industry:
- What are the industry products and services?
- What is the gross revenue of the industry?
- How profitable is the industry?
- Who are the customers (for example, consumers, or other businesses)?
- Is the industry localized? National? Worldwide?
- What’s the general level of education in the industry (mining and farming both have rather different average levels of education than software development)
- Who are the top five players in the industry? The top 25 players?
- Is the industry growing, or shrinking, and is it in trouble?
- What political interactions or interventions affect the industry?
- Is the industry facing any “paradigm” shifts, or is it in “business as usual” mode?
For more information about providing competitive intelligence, please see Chapter 9...
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