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Industry analysis is not a well understood discipline. It sits between macro economic analysis and market analysis, and uses tools from both. It is most commonly associated with the financial services industry which produces guides for their investors. But there are also large global consultancy firms that specialize in industry analysis. It is an important tool for governments, regional development agencies. Companies use industry analysts to assist their strategic planning. Those who can anticipate the changes in an industry are more likely to be successful. This brief presentation provides an overview of what industry analysis is, examples of industry analysis in action, and why it is so important.


In this presentation, I briefly summarize tactical and strategic marketing and their inherent tension, then evaluate traditional and emerging new alternatives in the sales development process, focusing on strategic marketing control and coordination. The presentation should enable you to better understand how to optimize the coordination of sales performance with a strategic marketing plan.