Could someone help me define factors in a category attractiveness analysis? I am unsure how to approach each factor, and how to identity and argue if a factor is positive, negative, or neautral? I'm do a marketing plan outline and I'm just very unsure how to go about this section.
1. Aggregate market factors
a) Category size
b) Category growth
c) Stage in the product life cycle
d) Sales cyclicity
e) Seasonality
f) Profits
2. Category factors
a) Threat of new entrants/exits
b) Bargaining power of buyers
c) Bargaining power of suppliers
d) Pressure from substitutes
e) Category capacity
f) Current category rivalry
3. Environmental factors
a) Technological
b) Political
c) Economic
d) Regulatory
e) Social