INDUSTRY ANALYSIS

摘要

Paper describes methodology of analysis of industry environment and possible tools, which can be used in this analysis. It identifies Porter's model of movement forces of competition as a basic tool for analysis of industry environment. This analysis pays attention to current competitors, suppliers, buyers, potential new entrants and substitute products. Paper suggests the analysis to be done in five steps: analysis of industry structure, analysis of competitive forces, strategic groups' analysis, analysis of movement forces and analysis of industry attractiveness. Tools suggested in these steps are presented as a help for identification of the main opportunities and threats, which will influence an organisation in the future, and therefore they should be paid attention to when formulating future strategies.