Market Analysis

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Curated Learning Resources

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  Managing Technological Innovation: Industry Analysis

  Jerry Neumann, Venture Investor, Neu Venture Capital

  Porter's five forces framework provides a useful overview for analyzing industries and gaining strategic insights. Jerry uses Google's entry into the search engine market as an example to teach students how to identify new value propositions that can create sustainable Competitive Advantages. The slides introduce Schumpeter's idea of innovation as a source of excess profits and then explain Porter's five forces model to guide industry research. While the framework is useful, gathering data is the first step before applying the model. Jerry argues that users' power as buyers in the search engine market prior to Google was low despite easy switching because users utilized multiple portals.

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  Researching market saturation for mobile F2P games

  Aleksandr Bezobrazov, Chief Marketing Officer, G5 Entertainment

  Aleksandr provides a market analysis example of the market for restaurant simulation games on Google Play in the U.S. This market appears to be nearing saturation based on several metrics. The number of monthly active users and total downloads have plateaued around 1.1 million and 1 million respectively. However, revenue has steadily increased, likely due to better monetization by newer games. The average revenue per monthly active user has also risen, indicating consolidation with smaller games losing out. While new games like Cooking Diary have seen success, the stagnant time spent playing games and increased competition suggest the market may become less feasible to enter in the future.

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