3.3.24 7

Industry Analysis

Complete the following form.

• See an example industry analysis from IBIS World for the pet industry:

https://www.ibisworld.com/resources/documents/45391-Pet-Stores-in-the-US-Industry-Sample-Report.pdf

Notice the inclusion of both description and varied graphics, all with detailed evidential support. One or

more appendix pages may be added to this report to convey data in graphic form or to provide in a single

page a digital dashboard display. If including appendix pages, be sure to reference them in the body of the

paragraphs as exampled by the following: See Appendix A. Refer to Appendix A

• A free IBIS World sample industry analysis can be obtained via the following link, if you are interested;

however, to gain access to the sample report, IBS World requires provision of contact info:

https://www.ibisworld.com/free-report-sample/ The sample provided is determined by IBIS World; it is

not by special request.

Identify at least five organizations that might be potential partners for your doctoral project. Explain in paragraph

format why each is a plausible candidate as a partner for your ADP.

1. Electro-Metrics Corporation, Johnstown, NY: https://electro-metrics.com

Electro-Metrics would be a great plausible candidate for several reasons:

• The company is the researcher’s employer, which would accelerate and streamline the data collection pipeline

and feedback process. Because the researcher is in a high-level position within the company, the concrete

solutions provided in the ADP would apply to real-world, real-time problems in the organization. They would

also be able to be immediately implemented.

• The organization recently underwent an acquisition by a successful private equity firm, which has prioritized

growth, innovation, and problem-solving.

• The organization is located within a HUBZone, which means the organization exists within a historically

underserved and economically disadvantaged region (Small Business Administration, n.d.). Consequently, the

solutions provided within the ADP could have an outsized impact since they would benefit a company whose

employees live and work within a disadvantaged area.

2. Raytheon Technologies, Arlington, VA: https://www.rtx.com

Raytheon would also be a plausible candidate as a partner organization for the following reasons:

• The company is publicly traded, which means there would be ample and easily accessible data available online.

• Raytheon has locations worldwide, allowing for potentially far-reaching solutions that could have a global

impact.

3. Maxar Technologies, Westminster, CO: https://www.maxar.com

Maxar has strengths as a plausible candidate as well, especially the following:

• Maxar is also publicly traded, allowing for easy access to high-quality data.

• Maxar (n.d.) claims their products “protect [the] planet and its people” (para.1). If this is true, then an ADP

with this organization would potentially impact all of humanity.

4. Echostar Corporation, Englewood, CO: https://www.echostar.com

Echostar would also be an excellent plausible option for a partner organization based on the following:

• Like a few of the other options, Echostar is also publicly traded—meaning there is ample historical data on the

organization available via the internet.

• HughesNet, one of the company’s subsidiaries, is a widely used internet service provider with a high level of

name recognition (Echostar Corporation, n.d.). Because of this, there could be a great deal of customer data that

one could access on popular review websites to inform the ADP.

5. Viasat Incorporated, Carlsbad, CA: https://www.viasat.com

Finally, Viasat could prove to be another viable option for a partner organization for the following reasons:

• Another public company, Viasat, would have loads of data online available to use in the ADP.

• Viasat (n.d.) claims that they prioritize an innovative culture, which would prove helpful to be confident that

the solutions provided by the ADP are actually implemented.

Industry Analysis

Write the following sections in proper format with doctoral-quality writing in tone, style, and content. The work may

become part of your Applied Doctoral Project.

Identify the major competitors in the industry. Provide sufficient detail about the organizations, how much of the

market share they have, their competitive advantage, and so forth.

Several significant competitors in the industry include Raytheon Technologies, Micron Technology, and Electro-Metrics

Corporation. First, Raytheon Technologies is a powerful player in the high-tech manufacturing industry. They are a

sprawling organization, designing and manufacturing defense, aviation, intelligence, and communications technologies and

equipment (Raytheon Technologies, n.d.). According to CSIMarket (2023 [CSI]), a major data supplier to Yahoo Finance,

Raytheon’s market share was 8.26 percent as of the 4th quarter of 2019, but only 4.02% in the 3rd quarter of 2022—a

shrinking but still sizeable competitor in a crowded industry dominated by large multinational corporations like Boeing,

Honeywell, and Lockheed Martin. Raytheon has many competitive advantages that position the organization for remarkable

growth in the coming years. One of the company’s most apparent and assuredly strong competitive advantages is its status as

a defense contractor, especially since they recently secured a $207 million contract to supply radio frequency sensors and

other technologies to the United States Army (Kumaresan, 2022). As the geopolitical climate grows ever unstable, major

defense contractors like Raytheon will continue to exert considerable competitive advantage on the market. Yet, another

competitive advantage of the organization is that it has positioned itself well to adapt to market changes, diversifying into

other business lines as well. For example, while they are primarily a defense contractor, they diversify into commercial lines

of business to meet market demand and react to market changes. As Thompson (2021) notes in a Forbes article describing

Raytheon’s potential growth, domestic political turmoil could throw long-term defense spending into question; as a result,

“Raytheon Technologies has much greater growth potential than [other defense contractors] by virtue of its sprawling

commercial business” (para. 10).

Another major competitor in the industry is Micron Technology, typically referred to as Micron. They are a developer of

“innovative memory solutions,” including microchips, memory cards, and other advanced computer technologies (Micron

Technology, Inc, n.d.). While Micron is technically within a different NAICS code than Raytheon or Electro-Metrics, they

still act as a competitor within the communications and broad high-tech manufacturing industries. Further evidence of the

fact that the organization acts as a competitor is that anecdotal conversations within the researcher’s employer—a

communications equipment manufacturing organization in Upstate New York—displayed concern regarding Micron’s

announcement of their $100 billion investment into building new manufacturing facilities throughout New York State (State

of New York, 2022). The organization competes with similar high-tech manufacturers for federal, state, and natural

resources, real estate for manufacturing space, and labor, among other things. With the above caveat in mind, Micron is

undoubtedly a worthy competitor. They have an outstanding 15.61 percent market share of the high-tech manufacturing

industry, second only to Intel (CSI, 2023). Not only do they have a very sizeable market share, but they also have remarkable

competitive advantages to exert as well. For example, likely due to their influence on the market, Micron has secured a $500

million investment from state resources to develop high-tech manufacturing plants throughout New York State—yet that is

only a tiny number compared to the $100 billion investment Micron intends to make. Further, while environmental

sustainability and social justice remain hot-button issues, Micron’s sustainability and social justice issues are a significant

competitive advantage. Shareholders and organizational leaders insist that Micron’s success can partly be linked to the

organization’s dedication to sustainability, lowering carbon emissions and pollution from operations to lower costs,

increasing consumer confidence, and growing diversity, equity, inclusion, and justice initiatives (Selko, 2019). Lastly, even

in a highly fragmented market, Micron continues to grow earnings, giving shareholders further confidence in the company’s

direction, according to a writer for Yahoo (2022). All in all, Micron Technology remains a fierce competitor in the high-tech

manufacturing industry.

Finally, Electro-Metrics Corporation—while much smaller in terms of market share—is certainly a competitor within the

communications equipment manufacturing industry. Since they are not a publicly traded company, there is no public

information on its revenue or profits. Since this organization employs the researcher, data is readily available. With a posted

revenue for 2021 of $10 million, Electro-Metrics has a .0034 percent market share. Remarkable, however, is the fact that

Electro-Metrics expects in 2022 a nearly 40 percent growth in revenue and significant profit margins compared to other

similarly sized organizations. This growth is due to several factors: a recent acquisition by a private equity firm,

reinvestments of nearly $2 million in new technologies and state-of-the-art machinery, and key hires in operations,

engineering, sales and marketing, and finance. Electro-Metrics also has a critical competitive advantage: it has a second line

of business—contract manufacturing. This second line allows Electro-Metrics to act as its own supplier for most components

that go into its products. The contract manufacturing division is a subcontractor for its other competitors and Fortune 50

organizations. So, along with defense subcontracts, Electro-Metrics has other reliable revenue streams to protect cash flow

and insulate it from the bulk of the supply chain shortages experienced by competitors. Another competitive advantage of

Electro-Metrics is its small size—approximately fifty employees currently—which allows it to operate leanly. It also has

solid relationships with local community colleges and workforce development agencies to provide the necessary staffing

level to support its recent growth, somewhat insulating the organization from the labor shortage experienced by many of its

competitors. While Electro-Metrics Corporation is much smaller in terms of market share, its growth rivals its competitors.

Name new significant entrants in the industry (within the last 3 to 5 years). Provide sufficient detail to understand the

organizations, how much of the market share they have, their competitive advantage, and so forth. And, going further

than what was identified above for competitors that have been in the market for a while, share why these new

entrants appeared. For example, what was missing in the market that enticed them to enter? What market niche are

they filling?

According to a recent study, there are a few notable major entrants into the communications equipment industry—some

long-existing companies who are recently innovating or filling gaps in the industry through innovation, and some who are

new entrants promising to disrupt an already crowded field (ABI Research, 2019). Among these major entrants are

innovative and disruptive companies like Fractal Antenna Systems and Metawave, whose products and services should be

noticed by all organizations in the industry.

Fractal Antenna Systems’ new products and innovative approach to 5G-enabled antennas make them a formidable major

entrant into the industry. They are a formidable new entrant, not because they are necessarily new—they were founded

nearly 30 years ago—but because their technology and offerings introduce new and innovative solutions to the industry,

which are causing major disruption (Fractal Antenna Systems, 2023a). Founded in 1995, Fractal holds only a .00389 percent

market share based on its latest self-published information (Zoom Info, n.d.). If Fractal is not necessarily a “new” entrant,

and its market share is relatively small, why should it be included among major entrants into the industry? While they indeed

hold a comparatively small market share and are not necessarily new to the industry, the company is capitalizing upon a few

key competitive advantages to become recent innovators, which leads them to act as if they are a new entrant into the field.

Many of their notable products and services could be named, but Fractal’s recent disruptive entrance into the 5G field is

nothing short of pioneering. Fractal was one of the early entrants into the 5G market, being selected to install their cutting-

edge products in large sports stadiums because of their offering’s comparatively small size and ability to have only one

installation technician on a project (Business Wire, 2019). The company’s innovative and disruptive approach to 5G

technology led them to expand their production capabilities recently—indispensable to maintain economies of scale (Fractal

Antenna Systems, 2023b)—to keep up with increasing demand in early 2023. Fractal Antenna Systems might not necessarily

meet the qualifications to be considered a true “new entrant,” but their innovation and focus on scalability fill a niche in the

market to allow their customers to receive cutting-edge technologies at a competitive price and decreased installation time.

As Mankins (2022) elaborates, in an increasingly challenging world and workplace, organizations must adapt and innovate in

order to maintain their competitive advantage. Fractal Antenna Systems is a major and innovative entrant into the high-tech

manufacturing industry and is a model to be followed.

Further, Metawave is a very new major entrant into the communications equipment manufacturing industry. Founded in

2017 by Dr. Maha Achour, a leading expert in the semiconductor and RF fields, Metawave is already disrupting the industry

with its vehicle and aerial imaging technology. Metawave holds a .0267 percent market share, which is still impressive for a

company less than ten years old (CB Insights, n.d.). Despite its relatively young age as an organization, Metawave enjoys

notable competitive advantages over other established competitors. For example, its “building-block architecture approach”

enables greater flexibility and adaptability for its products, as opposed to a one-size-fits-all approach taken by competitors

(Metawave, n.d.-a). Like Fractal, Metawave focuses on innovating and streamlining its infrastructure and installation

processes, keeping costs low for the organization and its customers (Metawave, n.d.a). The organization also prioritizes

public visibility and publicity, with their appearance at the Detroit Auto Show and their founder’s inclusion on an influential

“50 over 50” list (Metawave, n.d.-b). As with Fractal, Metawave is a model new entrant to follow due to its rapid growth,

innovative and scalable product offerings, and public visibility.

Describe the rivalry intensity within the industry.

Rivalry intensity is one way to determine the level of competition in an industry (Baruch College, 2023). According to recent

industry research, there is a great deal of variance in rivalry intensity in the broadcast and communications equipment

manufacturing industry—largely dependent upon the industry's segment and geography, which is much of the new intensity

in Asia (Mordor Intelligence, n.d.). The same analysis determined that rivalry intensity is moderate while experiencing a

somewhat fragmented, competitive environment. Interestingly, a major factor enhancing the level of competition within the

industry is the continued proliferation of and demand for streaming services of live events, like sports, concerts, and the like;

smaller, less powerful firms like the two mentioned above are competing and succeeding against larger firms (Mordor

Intelligence, n.d.). Several factors increase competition within the industry, especially the rapidly growing demand for high-

speed internet connectivity worldwide. A recent Pew study showed rising demand for internet connectivity, especially within

large emerging economies in which many firms in the industry are competing specifically in Asia (Poushter, 2022).

Meanwhile, a major moderating factor that keeps consolidation of the industry at bay is the rapid commoditization of the

products in the industry: Anecdotal evidence from the researcher’s employer in the industry showed that many of the same

types of products made by a well-established firm could be purchased on Amazon and other e-commerce sites. As described

above, successful firms are combating the trend toward commoditization by offering more streamlined and cost-effective

installation and infrastructure solutions. The industry is well-suited for competition since such rivalry intensity leads to an

increased need for firms to prioritize innovation of products and services.

Discuss the barriers to entry in the industry.

Significant barriers to entry in the broadcast and communications equipment manufacturing industry include government

regulations, high start-up and operating costs, and existing competitor advantage.

First, government regulations pose a significant barrier to entry because of the complexity and fluid nature of federal, state,

and local regulatory environments. At the federal level, the Federal Communications Commission, Occupational Safety and

Health Administration, Environmental Protection Agency, and other regulatory bodies are responsible for regulating the

communications equipment manufacturing industry. For example:

• The FCC sets standards and regulations for the production, distribution, and use of communications equipment to

ensure that they do not cause harmful interference with other equipment;

• OSHA regulates the set-up, maintenance, and use of heavy machinery used in manufacturing settings;

• The EPA regulates the environmental impact of manufacturing operations and seems to only accelerate these efforts

under the current administration (Davenport, 2021).

In addition to federal regulations, each state may have unique and varying amounts of rules, and local municipalities may

also have their regulations and requirements. It is difficult to estimate the total number of regulations that a communications

and broadcast equipment manufacturing company may need to comply with, as it can depend on many factors, including the

size and location of the company, the specific products it produces, and other factors. Companies in the communications and

broadcast equipment manufacturing industry need to be aware of the regulations that apply to their specific operations and to

ensure that they comply with all relevant regulations to avoid penalties or harm to their brands due to increased social

awareness of corporate ethics and compliance.

Further, another barrier to entry into the communications equipment manufacturing industry is the high start-up and

operating costs. These costs can make it difficult for new companies to enter the market and compete with established

players who often have greater access to capital (Iowa State University, n.d.). High start-up costs include acquiring and

setting up a manufacturing facility, purchasing equipment and software licenses needed to operate a high-tech manufacturing

operation, and obtaining the permits and licenses required to start a business. These high costs may deter new companies

from entering the market. Operating costs are also high in the industry, as high-tech manufacturing requires specialized

equipment, skilled workers, and ongoing research and development to keep up with the pressure to innovate. These costs can

increase the financial burden on prospective new entrants and make it difficult for them to compete with established firms.

Finally, existing competitor advantage, also known as incumbency advantage, can act as a significant barrier to entry into the

communications equipment manufacturing industry. Established players often have established customer relationships,

economies of scale, a strong brand reputation, and advanced technology (MacMillan & Selden, 2008). A recent report

predicts that the global communications equipment market will continue to grow significantly, driven by the increasing

demand for advanced networking solutions and high-speed internet (Acumen Research and Consulting, n.d.). Those already

well-established firms can more rapidly and effectively innovate and go to market, keeping new entrants at bay. Further,

since the communications equipment market is only moderately competitive, established firms have a significant advantage

due to their scale, which allows them to invest more in R&D and marketing and to offer lower prices than new entrants.

In conclusion, the intense regulatory environment, high start-up and operating costs, and existing competitor advantage are

substantial barriers to entry in the communications equipment manufacturing industry.

State what product/service substitutes exist.

There is a moderate threat of product substitutes in the communications equipment manufacturing industry due to the rapid

commoditization of many of the industry’s products, as described previously. While there are substitutes for some products,

such as voice-over IP (VoIP) systems that can replace traditional, antenna-based systems, the high commoditization of the

industry’s products limit the threat of substitutes. Because of the industry's rapid growth due to increased consumer demand

for ubiquitous high-speed internet access and the rise of streaming services of live events, service substitutes are a more

significant threat than product substitutes. As described in one analysis by Acumen Research and Consulting (n.d.), major

players in the industry are focusing on developing and innovating infrastructure and installation efforts to differentiate

themselves from competitors.

Describe supplier power in the industry.

There is great supplier power in the communications equipment manufacturing industry. Suppliers within the industry may

have significant influence if they are the sole providers of crucial components or materials or if they have developed unique

and differentiated materials that are difficult for manufacturers to obtain elsewhere. For example, suppliers of specialized

chips or components used in the production of communications equipment may have significant bargaining power if they

have a limited number of competitors. Conversely, if there are many alternative suppliers available, the bargaining power of

individual suppliers is likely to be weaker. Additionally, using substitute materials or components may also reduce the

bargaining power of suppliers, as manufacturers have more options available to them due to the rise of e-commerce.

Interestingly, Lacoste and Blois (2015) describe how suppliers’ perception of power can impact their relationships with their

key customers. Arguably, then, due to the global supply chain crisis as a result of COVID-19, suppliers’ power has

increased. In conclusion, supplier power in the communications equipment manufacturing industry can vary greatly

depending on the specific circumstances and the materials or components being supplied.

Describe buyer power in the industry.

Due to the surge in e-commerce as a result of the COVID-19 pandemic and its subsequent impact on traditional supply

chains, all consumers and buyers have significant power due to the presence (Chapple et al., 2022). Other factors like the

presence of many suppliers, the high level of commoditization of products, and the availability of alternative sources of

supply provided by e-commerce platforms. This results in increased competition among suppliers, which puts pressure on

them to offer more satisfactory terms to buyers. In addition, the increasing use of e-commerce solutions has enabled buyers

in the industry to understand the market better and compare prices, products, and services offered by different suppliers. As a

result, buyers in the communications equipment manufacturing industry have significant bargaining power, which allows

them to negotiate lower prices, improved quality, and more favorable delivery terms.

Distribution is the movement of goods and services. Identify the distribution channels. How do companies in the

selected industry distribute their goods and services? How do the organizations within the industry compare and

contrast as it relates to their distribution models?

Several distribution channels are commonly used in the communications equipment manufacturing industry, each with

advantages and disadvantages. Many companies in the communications equipment manufacturing industry use a direct sales

model, selling their products and services directly to customers. This model has several advantages, such as allowing

companies to build trust and loyalty with customers and being able to respond quickly to customer needs. Many companies

in the communications equipment manufacturing industry use intermediaries to reach a broader customer base. These

intermediaries can include distributors and resellers who sell the company’s products and services to their own customers.

This can be helpful for small or new entrants into the industry that may not have an established customer base. The hybrid

distribution model, which combines direct and indirect sales features, can also be beneficial for companies because it

provides a more scalable and agile model. It allows them to reach more customers, harnesses both distribution channels'

strengths, and provides greater insulation from the disruption caused by the COVID-19 pandemic and rapid technology

changes (Drosos, 2022).

When choosing a distribution model for a communications equipment manufacturing organization, there are several factors

to consider, such as the company’s size, target customer base, the products and services offered, and the geographic areas the

firm wishes to penetrate or develop. For example, a large, well-established company like Raytheon may have a larger direct

sales team and a more robust network of intermediaries. At the same time, a small start-up or organization with a relatively

low market share, like Electro-Metrics, may focus primarily on direct sales. Additionally, the distribution model that is most

effective for one type of communication equipment may not be the best choice for another due to various elements, such as

the company’s business goals, its resources, and the needs of its customers.

Explain where economies of scale exist in the industry.

In the communications equipment manufacturing industry, economies of scale can be achieved through various means,

including bulk purchasing, specialization and division of labor, improved processes and use of technology, and access to

capital.

First, bulk purchasing raw materials and components is a significant factor in achieving economies of scale for any

manufacturing firm. By purchasing large quantities of raw materials and components, firms can negotiate lower prices with

suppliers. This is because suppliers are often willing to offer discounts for large orders, as it helps them secure a steady

stream of revenue.

Further, increased specialization of labor and division of labor also provides for economies of scale. When firms increase

their production scale, they often become more specialized, dividing the production processes into smaller, more manageable

tasks completed by highly-skilled, well-trained employees (OERTX, n.d.). This allows workers to become experts in their

specific areas of the production process, increasing their efficiency and productivity. Additionally, this specialization can

lead to the use of more high-tech and specialized machinery, further reducing costs over time.

Improved processes and the use of technology also provide for economies of scale. As firms grow, they can invest in more

advanced technology and production processes to increase productivity and lower costs (McGrath & Hoole, 1992). For

example, they may use automation and robotics to streamline production or invest in research and development to create

new, more efficient production processes. These improvements can reduce costs by increasing efficiency and reducing the

number of mistakes made during production.

Finally, greater access to capital contributes to economies of scale and supports the above factors. As firms grow, they often

have greater access to capital due to more predictable cash flow and higher credit ratings, allowing them to invest in more

advanced technology and production processes, more skilled labor, and other investments needed to improve productivity

and efficiency and enter new markets.

References: List the references for all citations. A minimum of seven sources are to be cited. Properly reference cited

sources per APA 7th edition, listing them in alphabetical order.

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antenna-systems-inc/45895301

With permission from DBAC FA2022 student, Lance Rodman, this exemplar industry analysis document was provided

to share with other students.

Rodman, L. (February 3, 2023). Industry analysis [Unpublished manuscript]. DeVoe School of Business,

Technology, and Leadership, Indiana Wesleyan University.