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The New Business Road Test, 4th Edition by John Mullins

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14

Industry analysis checklist1

This checklist is useful for asking the questions necessary to assess the attractiveness of the industry you propose to enter, based on Michael Porter’s five forces framework.2 Reading Porter’s original article will broaden your understanding of this tool. The task here is to assess each of the five forces to determine whether their implications for industry attractiveness are favourable or unfavourable, and then to draw an overall conclusion based on all five forces taken together. Keep in mind that it is your industry (food retailing, software, restaurants or whatever) that you are assessing, not your proposed venture, without regard to whether you actually enter the industry.

In the discussion that follows, ...

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