The 60-Minute Industry Analysis
& Competitive Positioning
The "60-Minute Industry Analysis and Competitive Positioning
Analysis" is conceptually straight forward, although not always easy to
construct.
The industry matrix should be viewed as the industry playing field. In
column one, list the industry's current and potential product varieties. On the
top row, list current and potential buyer types. Within the matrix, locate
competitors in each industry segment in which they compete.
This part of the analysis is an excellent team building exercise that
works well in a conference room using a marking board. Constructing the industry
matrix requires industry knowledge and some creativity.
Deciding which industry segments the business should target is a bit more
subjective and a lot more difficult to build consensus.
| 
