Chapter 17 – Macroeconomic and Industry Analysis
17-6
3. 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 generally difficult to identify
precisely when one stage has ended and the next begun.
Product pricing, profitability, and industry competitive structure often vary by
stage. Thus, for example, the first stage usually encompasses high product
prices, high costs (R&D, marketing, etc.) and a (temporary) monopolistic
stage in the industrial life cycle because normalized growth is quite low. The
information processing business, on the other hand, is undoubtedly earlier in
the cycle. Depending on whether or not growth is still accelerating, it is either
in the second or third stage.
c. Cars: In the final stages of the life cycle, demand tends to be price sensitive.