How is the organization trying to get to grips with the problems and difficulties presented by t?

CONTENTS vii Case studies: DACO 78 Agribus 805 Market analysis 82 Introduction 82 Dimensions of market analysis 83 Actual and potential market size 84 Market growth 84 Forecasting methods 87 Longer-term forecasting 92 Market profitability analysis 94 Cost structure 96 Distribution systems 96 Key success factors—bases of competition 97 Risks in high growth markets 97 Questions 99 Case studies: Cometex 99 Ecoprods 1006 Analysing competition 102 Introduction 102 Nature of competition and identification of an organization’s competitors 103 Strategy typologies 107 Competition research 109 Understanding competitors’ strategies 109 Identifying competitors 110 Sources of information about competitors 110 Benchmarking 111 Market signals 112 Types of market signals 112 Questions 115 Case studes: Cyproswim Ltd 116 Cartech 1197 Analysing the business environment 121 Introduction 121 Changing patterns and changing strategies 122 The changing nature of social and cultural aspects of consumers 123 The influence of political, fiscal and economic policies 126 The influence of technology 129 Changes in distribution patterns 130 How firms are