9-15 DQ

| September 25, 2015

We are focusing on Industry & Competitor Analysis (Chapter 5) this week.

Industry Analysis tells us if there is a market for the product/service that you suggested in Individual assignment #1. In other words ensure that this is a feasible idea.


The readings, assignments and DQs that you need to review and submit before your individual assignment is given below.


  • Read Chapter 5 from PDF. (pg.147).Do not answer DQs without reading the Chapter — otherwise your response will be very superficial.
  • Read Secondary Readings:
    • Cereal Analysis (the article makes good use of the Porter’s Model – that you study in Chapter 5) link: http://www.lavasurfer.com/cereal-analysis.html
    • Reading on SWOT analysis

DQ1 : Based on your reading of Chapter 5 (Industry Analysis-) take a look, again, at the analysis of the Cereal industry.  Study how the author has analyzed the cereal industry in terms of the Porter’s five forces model and also done an external environmental analysis of the cereal industry examining the economic, socio-demographic, political, competitive and technological forces affecting this industry.  What factors overlooked by the author allowed Kashi, a new brand of healthy cereal, to enter this formidable industry? [Do not answer this DQ without reading Chapter 5 thoroughly]



DQ2: The Environmental Analysis of an organization entails a Strength, Weakness, Opportunity and Threat (SWOT) Analysis. Read the Secondary Readings on SWOT analysis, link: (http://www.marketingteacher.com/swot-analysis/) and look at some of the examples of SWOT analysis for different companies in the article.

Link: http://www.marketingteacher.com/category/swot-analysis/

If you were in the software industry would terrorism be an opportunity or threat for you? Why? Can you translate an apparent threat into an opportunity?


Provide feedback to others‘DQ responses (Same DQ as above.)


DQ1: The first factor the author overlooked in his or her industry analysis of cereal is the concept of business trends. The author failed to recognize that society and consumers were becoming increasingly health conscious wanting more healthier options for breakfast. I assume that the cereal industry’s top companies didn’t think a small niche company like Kashi would ever be able to take off and profit. This analysis was also written in 1997 while health conscious consumers and their demand for healthier breakfast choices were still growing. Today the demand has increased exponentially compared to 1997. In the author’s analysis they considered that the oligopoly would never be broken and that niche companies couldn’t expect large profit margins or to sustain business long enough. This is true in some respects as the oligopoly is still dominant today, but also the author undervalued the ability of a niche company like Kashi to break into the industry and set its own standard for healthy cereal. However, it is also apparent that the big companies also copied Kashi’s niche by providing their own version of healthy cereals. Kashi is a company for consumers who almost distrust the value of bigger corporations and would rather buy products offered from a niche company. Much to Kashi’s success they have always been loyal to their inital customer base and not tried to divert too much from their original niche of a healthier cereal choice. It could be safely said that the author over looked elements in Buyer Power, substitutes, potential competitors, and social environment. All of which have changed now because Kashi is a successful niche company in the cereal industry.


DQ2: In my opinion, software is an ever expanding industry with a near endless amount of possibilities. This fact alone allows the software industry to have a large number of opportunities. In the case of terrorism and as it relates to the software industry I have to assume we are talking about cyber terrorism such as hacking, viruses, malware, etc. Initially this can be perceived as a threat, especially to the company itself. An honest evaluation in the SWOT analysis should recognize any weakness to the company such as online security and prevention of hacking in their system. This weakness can be turned into a strength if the proper adjustments are made to prevent such cyber terrorism from happening. The outside threat of cyber terrorism may always exist to the company, but the company’s goal according to the SWOT analysis is to turn this perceived threat into an opportunity that will recruit new customers, retain loyal customers, and extend products and services to customer segments over the long-term. The question of how to turn a threat into an opportunity is another subject entirely, but I believe it is one of the key attributes that separates the top businesses from the rest. If I were the owner of a software company, I would look to have the best cyber protection available and market that fact as a reason to choose our business. I also would look into aspects of creating top of the line software security for startup websites and companies.



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Please complete the assignments in TWO separate Microsoft Word document)
Project Management

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