The Industry Analysis: What should I cover?
An effective industry analysis will include the application of BUSINESS MODELS to examine both
1) Micro and 2) Macro research
At the micro level, the firm’s comparative advantage (strengths like resources and core competencies) and weaknesses (threats, recent issues addressed in their annual reports). The firm should be compared with competitors in the host and the chosen emerging market. Will the comparative advantage be retained in the new market at a micro level?