Industry trends, past growth rate and future growth projections

Industry information you are seeking includes industry trends, past growth rate and future growth
projections, target market wants and needs. Also look for typical products/services offered by
competitors, client/customer demographic descriptions, pricing, location, promotional methods,
distribution methods, customer service reputation, quality track record, etc. Learn how industry
competitors operate.
Firm information you are seeking is focused on how the firm adds value. Look for the firm’s performance
and attributes for which customers are willing to pay. Also identify the tangible and intangible resources,
capabilities, and core competencies that the firm utilizes. Data to help with these determinations can be
found in the 10K company profile, press releases, news articles, and/or scholarly journal articles that
analyze the firm. Consider the company’s history, its competitive position within the industry, and the
trends that are pushing the firm forward and/or backward