Gaining Insights from an Industry Study; Industry Dynamics in Practise

Abstract

Some researchers contend that only through a deep understanding of the possibilities and nature of routine coordinated activity, that whole industries be properly framed and understood This article sets out to demonstrate the practical advantage of conducting a focused examination of industry dynamics with a case example. The process acts as an important foundation for industry members in setting business and marketing strategy for future directions. Data for this article has been collected from a wide range of secondary and primary sources. A strategy framework is used to examine the extent of competitive rivalry, the threat of new entrants, the role of consumers, the role of substitutes, and the role of suppliers. In discussion, an assessment is made of the Industry’s attractiveness, implications of the findings for industry managers and an overview of future issues facing the case Industry.