Define the industry and assess its attractiveness for incumbents by conducting a five-forces analysis.
– In doing so, identify ONE valuable problem associated with the industry’s structure. Ensure that you provide a clear and compelling argument to support your conclusions. The focal industry for this semester is listed below. The deliverable takes the form of an 250-word write-up (format single-spaced).
Focal Industry: Car Rental in the US: Analyze the industry structure in the pre-Covid period
The “point” of industry analysis is not simply to declare the industry attractive or unattractive but to understand the underpinnings of competition and the root causes of profitability at the industry level, and how it is (or might be) changing. While you need a clear statement of your industry attractiveness conclusion, your grade will be based on the quality of your five-forces analysis (AGAIN FOCUS ON SUBSTITUTE THREAT ONLY) that comes from understanding the mechanisms underlying competition, not simply from your general conclusion (e.g., attractiveness: low, med, high).
Also attached are the 3 categories of a threat of substitution, you need to determine if the threat for each category is HIGH, MEDIUM, LOW. again reference the industry analysis teaching notes SECTION C for better understanding.
An example is an analysis of the buyer’s threat. You need to complete an analysis of the substitute threat. The paper is not an essay and does not need an introduction. Use the word count to support evidence of your claims.
