INDUSTRY ANALYSIS

Industry Analysis of Pottery Industry

This report will provide an industry analysis for the Pottery Industry, discussing the
industry's attractiveness in terms of long-term profitability.

Industry Background
CMD Pottery, Arts, Craft, and Special Projects.
The Nueva Vizcaya-based pottery industry is chosen as the model of this project
because of the interesting yet relatable dynamic it has in the world of commerce,
demand, and competitive advantage.
It sells premade earthenware, accepts wholesale orders, and is open to made to order
earthenwares both on a single-based order or bulk order.

Industry Player
The industry players range from botany businesses such as Gabriela's Pots and Flower
Garden as well as big corporations that sell plastic products as an alternative to our
earthenwares. However, it has been noted that the rival botany businesses also
purchase products from the business in order to resell them. The profitability of the
business is directly affected by large corporations like Novo, Ataw, 698, and others
because their alternative products cannot compete with the business.

Industry Classification
The classification of the industry is the pottery businesses focus on the selling of
earthenwares, pots, and other clay products sourced from small to medium local
businesses from Iguig, Sta. Maria, and Pampanga, to be sold at Lantap Bagabag Nueva
Vizcaya. The business also offers landscaping services with the inclusion of our own
clay products.

Output Description
The actual output of this industry is premade eathenwares that is made locally using
Red Clay.
 SWOT ANALYSIS
STRENGTHS
• Give customers more option
• Perceived high quality of products and
services
• Convenient location of the business
OPPORTUNITIES
• Affiliate relations with alike vendors
• Extend more support to other pottery
makers
• Increasing the effectiveness of social
media marketing
• Formation of strategic alliances
WEAKNESSES
• Limited flexibility when it comes to
pricing
• Limited Resources
• Seasonality of the business
THREATS
• Replacement cost. The logistics handler
does not cover for the items that may
have been damaged due to transport.
Therefore, Items that do not meet the
businesses’ standards will be disclosed to
the customer via “reject sections” and will
either be sold at a lower price, or
disposed.
• Sudden changes in regulations
• Natural Disasters
• Increased competition in the market
• Imitation of products
• Emergence of new competitors with
 access to cheaper resources

• Emergence of substitute products and

services

• Inflation

• Changes in customer tastes and

preferences

COMPETITOR ANALYSIS

COMPETITOR ANALYSIS

GABRIELLA’S
POTS AND
CMD FLOWER NOVO
GARDEN
(Competitor 2)
(Competitor 1)

COMPANY Company 10 years * 2 years and 8 *Established in

HIGHLIGHTS Profile operating in months June 2003 at
Nueva Vizcaya. operating. Shanghai,
China. A
worldwide
Have been *DTI registered apparel maker
operating for 2 and retailer
years in Toppy
Caggay, International in
Tuguegarao, conquering the
prior to its promising
change of Chinese
location in apparel Market
 Vizcaya.

Is DTI and BIR *DTI registered

registered.

Key The business is It displays a It offers low

Competitive unique variety of cost production
Advantage because it designs that of plastic pots.
offers local showcases
partisan’s creative
craftsmanship. modern
earthenware.

MARKET Target Market Regular Offers products Offers the

INFORMATION
customers who for Landscape plastic pot
are pot and and Gardening product to all
plant consumer
enthusiasts, types.
Hotels,
Resorts,
Houses, etc.

Marketing Opening a Opening a Opening a

Strategy Physical Store Physical Store Physical Store

Advertising Advertising Advertising

through Social through Social through Social
media media media
platforms platforms platforms

Offer door to By pick up By pick up

door delivery,
and Mass
delivery, and
international
shipping for a
certain amount
of product.
 PRODUCT Products and Classic Wide array Cheap,
INFORMATION Services earthenwares design of lightweight
created by Modern plastic pots
Local Artisans earthenwares

Pricing Offers flexible Higher price Fixed price and

prices. due to certain cheaper.
Because they types of
are sourced mixture which
from different include
places, and is cements and
sold directly to other
the consumer expensive
materials

Distribution Indirect Direct Supplier Direct Supplier

Channels Supplier

SWOT Strengths *Pure clay *Mixed *Cheap and

INFORMATION
affordable pots

*Classic *More
Pottery designs accessible *Durable
because it is
located at the
*Accepts made center of trade
to order of Nueva
products Vizcaya

*Accepts mass *Offer creative

orders variety of
designs of
pottery
*Is also the
supplier of the
competitors

Weaknesses *Only offers Offers both Many of its

clay products pottery and competitors
and not plastic garden artifacts have the same
items. products
 Opportunities Has monopoly *Home-based *Helps starting
over pottery business
business develop their
*Low cost own brand

*Have faster
and more
convenient
generation of
revenue

Threats Competitors Other products Offers plastic

might offer are offered like garden pots
substitute chairs made of which are
products clay/stones, durable than
which ceramic pots
customers may
find appealing

GROUP 2: CDM POTTERY

Lourdes Klarice Antonio
Roxanne Eunice Ayanna Bato
Shayra Janis Darauay
Janamelanie Diaz
John Kervin Isaguirre
Erickson Mangada
Aprille Shaira Oreña
Kyle Russel Suyu
Gerry Adriane Roque *