ASSESSING OVERALLINDUSTRY ATTRACTIVENESS

Industry’s market size & growth potential
Whether industry will be favorably or unfavorably impacted by driving forces
Potential for entry/exit of major firms
Stability/dependability of demand
Will competitive forces become stronger or weaker
Severity of problems facing industry
Degree of risk & uncertainty in industry’s future
Whether competitive conditions are conducive to rising/falling industry profitability

ASSESSING OVERALL INDUSTRY ATTRACTIVENESS