Chapter 12 – Macroeconomic and Industry Analysis
Because of industry fragmentation (i.e., most of the market share is distributed among
many companies with only a few stores), the retail auto parts industry apparently is
undergoing marketing innovation and consolidation. The industry is moving toward the
CFA 2
Answer:
a. The concept of an industrial life cycle refers to the tendency of most industries
to go through various stages of growth. The rate of growth, the competitive
environment, profit margins and pricing strategies tend to shift as an industry
moves from one stage to the next, although it is difficult to pinpoint exactly
when one stage has ended and the next begun.
The start-up stage is characterized by perceptions of a large potential market and
by high optimism for potential profits. In this stage, however, there is usually a
high failure rate. In the second stage, often called rapid growth or consolidation,
Product pricing, profitability, and industry competitive structure often vary by
phase. Thus, for example, the first phase usually encompasses high product
prices, high costs (R&D, marketing, etc.) and a (temporary) monopolistic
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