Industry Attractiveness ( ice cream)? Industries vary in terms of their overall attractiveness. The degree to which environmental and business trends are moving in favor rather than against the industry. Characteristics of Attractive Industries - Are young rather than old. - Are early rather than late in their life cycle. - Are fragmented rather than concentrated. - Are growing rather than shrinking. - Are selling products and services that customers “must have” rather than “want to have.” - Are not crowded. - Have high rather than low operating margins. - Are not highly dependent on the historically low price of a key raw material, like gasoline or flour, to remain profitable.
Industry Attractiveness ( ice cream)? Industries vary in terms of their overall attractiveness. The degree to which environmental and business trends are moving in favor rather than against the industry. Characteristics of Attractive Industries - Are young rather than old. - Are early rather than late in their life cycle. - Are fragmented rather than concentrated. - Are growing rather than shrinking. - Are selling products and services that customers “must have” rather than “want to have.” - Are not crowded. - Have high rather than low operating margins. - Are not highly dependent on the historically low price of a key raw material, like gasoline or flour, to remain profitable.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Industry Attractiveness ( ice cream)?
Industries vary in terms of their overall attractiveness.
The degree to which environmental and business trends are moving in favor rather than against the industry.
Characteristics of Attractive Industries
- Are young rather than old.
- Are early rather than late in their life cycle.
- Are fragmented rather than concentrated.
- Are growing rather than shrinking.
- Are selling products and services that customers “must have” rather than “want to have.”
- Are not crowded.
- Have high rather than low operating margins.
- Are not highly dependent on the historically low price of a key raw material, like gasoline or flour, to remain profitable.
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