Abstract
Industry analysis: The analysis will take its offspring in Porters five forces to analyze how the competitive forces structure the industry. We will then define and analyze the actual structure of competition in the industry by applying Market form (monopoly – pure competition) and Market position (market leader - niche). Competitor analysis: For the competitor analysis we will use Jobber's five steps in order to analyze the objectives and strategies of the key competitor. Benchmarking process: In order to come up with a recommendation for a global benchmarking process we will use the model Development in benchmarking Eco.
Scope: For this analysis we have decided to include all global markets as all of the key players in the industry operate on a global basis. This might however decrease the validity of our analysis with the fear of it becoming to general and not specific enough. If we had focused on a single country or even a continent would have allowed us to go more into depth with that specific market. On the other by focusing on the global market we are able to define common characteristics (opportunities and threats) across the markets and give recommendation on how to deal with these.
