Efficacy of Win-Loss Matrix of Industrial Structure Analysis : Application to Fitness Club Industry

In this paper, the efficacy of industrial structure analysis was described on the prediction of the competitive advantage of a company. First, the information on two types of analytical framework, “Five Force analyses” and “Win-Loss matrix”, were summarized, respectively. The former is based on the analysis of five external environments to clarify the organizational structure and management strategies of the company. On the other hand, the latter make it possible to predict whether the new product development of the company succeeds or not, after the “Competitive Market Position” of the company is discriminated, Which is sorted to “Direct competitive” or “Indirect Competitive”. In other word, the company is directed by such market position toward the victory or defeat in the market beforehand, as seen in a change of the major market player in the Indirect competitive once a new market created. This analytical framework is also characterized by the analysis, not only of the external environments, bot also of the internal environments, which indicates the competitive advantage of the company with ease. Finally, although Win-Loss matrix has been applied chiefly to the high technology industry such as biotechnology industry so far, in this report it was applied to the training and fitness club industry for the first time, and the effectiveness of it on the industry was demonstrated in this report