Industry Analysis

What is Industry Analysis?

Industry analysis refers to the analysis of industry’s environment that guides the industry to grow and survive in a competitive environment and gain a competitive edge in the industry as it predicts the future and changes in the market and analyze the threats and opportunities in the way ahead and making decisions and planning according to it.

It is one of the primary tasks of equity research analysts. In some companies, there’re dedicated teams who primarily do industry analyses and write reports on the same. In simple terms, industry analysis reveals the dynamics of the industry to the stakeholders. So it’s an essential part of creating a competitive advantage for a companyCompetitive Advantage For A CompanyCompetitive advantage refers to a benefit availed by a company that has remained successful in outdoing its competitors in the same industry by designing and implementing effective strategies in offering quality goods or services, quoting reasonable prices and maximizing the wealth of its stakeholders.read more in the competitive market.

Industry-Analysis

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For eg:
Source: Industry Analysis (wallstreetmojo.com)

How to do an industry analysis?

There’re many frameworks we can use to do industry analysis. But what’s more important is to follow a few steps and get to the point where one can use the frameworks to assess the correct picture of the industry.

First, we will have a look at the steps you can follow, and then we will talk about the frameworks economists/equity research analysts can use to analyze the market/ industry.

  • Review the available information: If you dive in, you would be able to find many available reports, white papers, analysis, research reports, and presentations. If you don’t have any idea about the industry you’re trying to analyze, first use these materials to get to know the industry. Read everything you need to know and identify the key factors that can help you write the report after analysis. These reports and information can’t fully help you, but they will give you some idea about what to look for while analyzing the industry.
  • Get an idea about the right industry: It may happen that you’re searching for the real estate industry. But real estate is a huge industry, and there’re many sub-industries like household complexes, commercial properties, hotels, amusement industry, etc. You need to get an idea about the right industry. If there’s no relevance in the industry you’re searching for, you’ll lose focus, and the analysis will not be able to pinpoint accurate data.
  • Are you able to forecast future demand and supply? This is the key thing in any industry. Why? Because everything depends on the demand and supply of the industry. Here’s what you should do. Make a list of the competitors in the industry. Find out the financial health of each competitor. Take account of the growth rate and the products they’re selling in the last 5 years. Then do a comparative analysis with your business. You’ll get an idea of what to work upon and what to leave alone. In simple terms, you’ll be able to recognize the key factors that are responsible for future demand and supply in the market.
  • Competition: This is the most important thing to consider. There’re three common frameworks a business can use to understand the micro and macro factors of a business.

Examples

Let us apply some of the learning from the above step to industry analysis of the Automobile Sector, IT Services Sector, and Steel Sector, respectively.

Industry ParametersAutomobile SectorIT ServicesSteel Sector
Demand:
Why would there be a continued demand for the product/service
  • The income of Individuals affect the sale of Cars
  • Industrial activities affect sales of Commercial vehicle
  • Easy Loans and interest rate regime should help
  • IT Services thrive by providing Low-cost proposition for the same services
  • Labor/skill shortage in the long run
  • Demand supply mismatch due to excess supply can put pressure on margin
  • Infrastructure growth / Housing Construction demand, especially in higher urbanization areas
  • Performance of downstream companies such as Cars, White goods, etc
Key supply drivers
  • Steel prices
  • Metal prices such as Aluminium, rubber, etc
  • Educated manpower at a reasonable cost
  • Continuous skill enhancement of employees
  • Price of iron ore
Degree/nature of change
  • Moderate.
  • The smaller life cycle of a product.
  • Changes in technology
  • A high degree of change – due to technology changes / high competition
Predictability of business
  • High.
  • Due to car buying by consumer and Commercial vehicle for Goods movement
  • Predictability is low due to fast technology changes.
  • The clock speed for the Business is high.
  • Changes in the environment every 2-3 years
  • Medium
Cyclicality?
  • Moderate for cars.
  • High for commercial vehicle
  • Not yet as the model is moving to offshore
  • High
Ability to increase price ahead of inflation (Pricing power)
  • Poor
  • Very moderate.
  • More demand-supply gap driven.
  • Commoditization at the lower end and moving up the value chain
  • Only if there is supply shortfall, else poor
Some sort of monopoly or Oligopoly
  • Low in India.
  • High competitive intensity, especially in mid-segment
  • None
Does the company have a recurring revenueRecurring RevenueRecurring Revenue is a part of the Company’s total revenue or income constantly generated in the future at regular intervals (monthly or yearly). This type of revenue is relatively stable as you can predict its occurrence with reasonable confidence. read more stream
  • Yes. High-value purchase with long cycle
  • Yes
  • Yes.
Does the business have franchise/brands, or is it a commodity
  • Franchise/branding is strong in India.
  • Commodity with poor brand/franchise value
Does the industry enjoy high growth rates? For how long
  • Commercial vehicles are cyclical. Cars / personal vehicle have a much steadier trend
  • High growth currently due to model shifts. Looks likely for the next few years

How to write a report on Industry Analysis?

The simple way to write a report is to follow the steps you used in the previous section. Here’s how you can write a report on Industry Analysis effectively –

  • Write an overview of the whole industry analysis – The purpose of writing the overview is to give a big picture to the readers (CEO/ top management professionals) quickly about your analysis. It’s important that you summarize important points and also your findings in a brief manner.
  • Analytical Presentation: This is the most important part of the report. You need to use all your findings and analytical judgments to make this part effective. Use graphs, charts, images, pointers to emphasize your points. Talk about the micro and macro factors of the business. Also include the competitors, their products and services, customer satisfaction, how much value the competitors are providing, and what they’re missing out on, etc. Analyze the controllable and uncontrollable factors and also mention if there’re any recent developments in the industry.
  • Forecast: In the next section, give your suggestions and forecast the possible future of the industry. Also, mention the long term and short term valuation of the industry and what could be the challenging issues in the future.
  • Finally: Write a summary of the entire report in one-two paragraphs. Include the key-factors of the report and your suggestions in brief.

While writing the report, it’s better if you use lucid language. If you would like to use any jargon, mention the meaning so that the readers don’t get stuck in between.

Conclusion

This is a comprehensive guide of how you can conduct an industry analysis. If you learn these skills along with preparing yourself for equity research analystsEquity Research AnalystsAn equity research analyst is a qualified professional who interprets financial information and trends of an organization or industry to provide recommendations, opinions, reports, and projections on the corporate stocks to facilitate equity trading.read more profile (conducting industry analysis plus writing the report), you’ll certainly have better prospects than your peers.

The best way to learn is to do it in action. Just select an industry and follow the above steps to do the analysis in reality and write a report on the same. If you happen to sit for an interview for an organization that is of the same industry, present the report along with your resume. You’ll see how much value addition it would be for you during the interview and how it will help you uplift your candidature in front of the interviewers.

Reader Interactions

Comments

  1. Roberto Clinton says

    Thanks for making me understand the concept of Industry Analysis. This has also helped me to create a report writing after doing industry analysis. If you can tell me some benefits of doing Industry analysis?

    • Dheeraj Vaidya says

      The benefits of doing an industry analysis are that a company manager’s gain better understanding of their business and industry, this also allows many industries to rank themselves in their industry. This even helps many companies to better to any changes that are made in industry.

  2. Bryson Russa says

    Thanks for this blog. Very briefly explained but I guess you didn’t mention any major elements of Industry Analysis. Can you please tell me some major elements of industry analysis?

    • Dheeraj Vaidya says

      Many thanks Bryson! 3 major elements of industry analysis are –
      1. Understanding the underlying forces at work. i.e changing customers need and taste, technological innovations, globalization.
      2. Understanding the attractiveness of the industry, whether it is feasible to enter or invest in that industry.
      3. Understanding the critical industry analysis factors that determine success within the industry.