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Upstream Direct
Producers Intermediaries
Suppliers Suppliers
Buyers
Supply Chain
• Describe the supply chain in the industry.
1. What type of suppliers provide the basic raw
materials?
2. What type of suppliers provide component
parts?
3. What type of manufacturers produce the
finished product?
4. What type of intermediaries are involved in
the distribution and/or sale of the product?
5. What other type of firms influence the supply
chain in the industry?
Continued on next slide
Supply Chain
6. What companies supply important inputs to
the industry?
7. What products do they supply?
8. What major factors influence their ability to
provide these products? Why?
Customers
1. What type of customers buy the
products this industry produces?
2. Describe the major buying
processes used by EACH of these
customer groups.
o This includes their key buying
criteria
3. How do the buyers use the
products? Continued on next slide
Customers
4. Is it possible for the customers to
produce the products themselves?
– If yes, why?
– If yes, why are they not now producing
themselves?
– If no, why?
5. Identify and describe the major
customers for the industry’s
products.
Communicate Findings
• The Report
– Type and double-spaced.
– 12 point font, Times-New Roman
– 1 inch margins
– Try to avoid exceeding 10 pages.
– Cover page should ONLY include name of
industry and your name.
– Must be SECURELY bound in some way.
• In a manila folder is NOT securely bound
– Put tables, graphs, charts, etc. at end
– Page numbers required
Communicate Findings
• The Format
–Cover Page
• Industry name & your name ONLY
–Introduction
• Identify and describe the industry
–Industry Specific Knowledge
–Major Competition
–Supply Chain
Continued on next slide
Communicate Findings
• The Format
– Customers
– Conclusion
• Make a prediction regarding the future of the industry.
• Justify your prediction
– References
• Follow Journal of Marketing format
• In-text citation
Bingham and Gomes (2001) or (Bingham and Gomes 2001)
• Reference Section
Bingham, Frank G., Jr. and Roger Gomes (2001), Business
Marketing, 2nd ed., Chicago, IL: NTC/Contemporary Publishing
Group, Inc.
• Tables, Graphs, Charts, Etc.
Industry Analysis Grading Form
Grading Criterion Performance Weight Pts Earned
Spelling, Grammar, etc. 5 1.00 5
Format 5 1.00 5
Introduction 5 1.00 5
Industry Specific Knowledge Completeness 5 2.00 10
Industry Specific Knowledge Quality 5 2.00 10
Major Competitors Completeness 5 2.00 10
Major Competitors Quality 5 2.00 10
Supply Chain Completeness 5 2.00 10
Supply Chain Quality 5 2.00 10
Customers Completeness 5 2.00 10
Customers Quality 5 2.00 10
Conclusion 5 1.00 5
Was paper late? (10 point penalty per day) No 0
TOTAL POINTS EARNED 100