В статье рассмотрены ключевые подходы и методы отраслевого анализа рынка, представлен перечень показателей, отражающих текущее состояние исследуемой области и позволяющих выявить тенденции ее развития. Отражены комплексы параметров, разработанные А. А. Романовым и Е. Ф. Девочкиной для всеобъемлющей оценки рекламного рынка.

Ключевые слова: отраслевой анализ рынка, жизненный цикл, структура рынка, конкуренция, динамика.

As part of an enterprise’s efforts to organize procedures connected to strategic planning, modify existing business processes and the current range of tactical actions, a key step is conducting an industry market analysis (Philip Kotler has defined the market as the aggregate of existing and potential buyers of a product) [1]. This process entails describing historical development patterns within the sector, diagnosing its current life cycle (identifying its specific stage and the nature of its cyclicality), assessing the actual state of the industry (including its structure, key operational and economic indicators, geographical characteristics, export-import potential, investment dynamics, and existing opportunities and threats). It also involves evaluating the level of competition and its driving forces, as well as forecasting future development trends (by estimating the industry’s growth dynamics and the factors influencing the observed patterns) [2, 3, 4].

Every industry goes through five stages. Each of them has its own characteristics:

1. the launch stage is marked by slow growth rates and high levels of prices, risks, and investment. At this phase, the primary objectives for enterprises in the industry are to increase awareness of the product or service among the representatives of the target audience and to establish and subsequently refine distribution channels;
2. the growth stage entails a decline in price levels (that is driven by economies of scale), low initial competition (though the likelihood of new entrants is high due to low barriers to entry), increased profitability (resulting from higher sales volumes), and rising demand (achieved by optimizing distribution channels and methods of engaging with stakeholders — specifically, consumers);
3. the ‘shake-out’ stage is characterized by slowing growth, declining profitability (caused by price reductions aimed at capturing a larger market share. Another mechanism used to achieve this goal involves fostering greater brand loyalty among the audience), and increasing intensity of competition;
4. the maturity stage is marked by the emergence of significant barriers to entry, induced by companies’ optimization of cost structures and the establishment of strong consumer brand loyalty. Growth decelerates (or ceases entirely), and the industry undergoes consolidation (small and medium-sized players merge or are acquired by larger firms, leading to industry concentration and the formation of an oligopolistic market structure);
5. the decline stage exhibits negative growth rates (which may be triggered by technological, economic, political, or social shifts), intense competition, and excess capacity (a situation where supply exceeds demand. This often leads to price wars and heightened competition, frequently prompting organizations to pursue diversification strategies [5].

The duration of each described stage varies by industry.

Market cyclicality refers to regularly recurring changes in the level, direction, pace, and specific characteristics of market development. It consists of a sequence of alternating phases: accumulation, mark-up, distribution, mark-down [6, 7, 8].

Intra-annual fluctuations in demand, supply, prices, or business activity that exhibit a systematic pattern are referred to as seasonality. Such fluctuations can be identified by calculating a seasonality index, defined as the ratio of the volume of products sold in a given month to the average monthly sales volume [6].

The current state of an industry and the dynamics of its development can be determined by analyzing a set of indicators that includes: market size, growth and increase rates, the number of competitors and their relative market shares, the number of consumers and their financial capacity, the pace of technological change and product innovation, the degree of differentiation among goods and services offered, industry capital intensity, and the average industry profit level [4].

To analyze the competitive environment of an industry, a model proposed by Professor M. Porter is frequently used. According to this concept, the sector under study is subject to pressure from five directions:

– existing competitors (in assessing intra-industry competition, the intensity of the struggle for market share among incumbent companies is determined);

– new (potential) entrants (this category of forces involves evaluating the height of entry barriers — that is, how difficult or easy it is for a new player to enter the market);

– substitute products (this examines the likelihood of the emergence of offerings that satisfy the same consumer need but utilize a different approach or technology);

– suppliers (this applies when providers of raw materials, technologies, or skilled labor exert a direct influence on production costs and possess the power to dictate terms);

– buyers (this is observed in markets for standardized products, where consumers have the leverage to dictate terms — such as demanding lower prices, modification of product functions or the accompanying service package, higher levels of customer service, and so on) [9].

It is worth noting that this model is static, often overly subjective, and doesn`t take into account inter-industry linkages. These shortcomings can be mitigated, for instance, by conducting a PEST-analysis.

By calculating the concentration ratio (the market share controlled by a specific number of the largest companies), the Herfindahl — Hirschman index (HHI — the sum of the squares of the market shares of all firms; a value exceeding 2,500 indicates a highly concentrated market), the coefficient of variation of price (the degree of price dispersion for similar goods; a high value often suggests that the industry operates under a monopolistic market structure), the price elasticity of demand (an analysis of how sales volume responds to price changes), and by assessing barriers to entry (specifically economic, legal, and technological obstacles for potential competitors), it becomes possible to classify a given sector into one of the existing market structures: perfect competition, monopolistic competition, oligopoly, or monopoly [10].

It`s crucial to understand the specifics of the advertising market assessment process because it is a sector that serves as a link between sellers and buyers. Analyzing this field enables businesses to identify key trends in content promotion, discover new tools for engaging their target audience, and establish the major players within this segment of the economy.

In this way A. A. Romanov proposed a methodology for the statistical assessment of the advertising activity. It contains the following groups of indicators:

– parameters of the network of advertising organizations;

– indicators of human resource capacity;

– advertising costs;

– subjects and objects of advertising activity;

– consumers of advertising;

– advertising media;

– results of advertising activity;

– effectiveness of advertising activity.

Subsequently, E. F. Devochkina has developed two independent systems of statistical indicators: one is applied in nature and primarily oriented towards practical use (it can be used by a wide range of interested parties), while the second is designed for in-depth scientific research of the identified patterns.

The first category comprises three interrelated groups of parameters: volume-based (which involve calculating the number of advertising agencies and advertisers, the costs connected to the creation and dissemination of advertising, and other such metrics, along with an assessment of their dynamics), structural (which describe the structure of advertising agencies and advertisers, expenditures for creating and distributing advertising, and so on), and performance-based (which determine the number of advertising contracts, the volume of revenue generated from advertising services, profitability, and so on) indicators for the advertising market.

Another category provides a more comprehensive understanding of the situation in the advertising market and includes seven groups of parameters. They contribute to the general assessment of the analyzed sector (in terms of the number of advertising service providers, advertised goods and services, average number of employees, and so on), to the identification of the features of its structural and regional differentiation, and market conditions (in terms of the size of demand and supply, their ratio and elasticity), to the determination of the degree of competition, volatility, stability and cyclicality of its development, and to the formation an idea about the established levels of prices, business activity, commercial risk and performance [11].

Thus, industry market analysis is a set of assessment processes that make it possible to provide a comprehensive assessment of the area under study. This information enables businesses to predict potential opportunities and threats and to develop strategies that align with market trends. It is important to note that this procedure will have specific features when applied in practice as part of an assessment of a particular area.

References:

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4. Industry analysis and characteristics of the industry environment. — Text: electronic // StudFiles: [site]. — URL: https://studfile.net/preview/3873325/page:34/ (accessed: 19.10.2026).
5. CFA — Strategic analysis: industry life cycle. — Text: electronic // Financial accounting: [site]. — URL: https://fin-accounting.ru/cfa/l1/equity-inv/cfa-strategic-analysis--industry-life-cycle (accessed: 19.10.2026).
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8. What is a Market Cycle? 4 Phases, Importance, Indicators, and Investment Tips. — Text: electronic // BAJAJ FINANCE LIMITED: [site]. — URL: https://www.bajajfinserv.in/what-is-market-cycle (accessed: 19.10.2026).
9. Porter’s 5 Forces Analysis: a guide for business. — Text: electronic // CleverData: [site]. — URL: https://cleverdata.ru/blog/statii/model-5-sil-portera (accessed: 18.10.2026).
10. Market structure: key types and elements — explained in simple terms. — Text: electronic // skypro wiki: [site]. — URL: https://sky.pro/wiki/analytics/struktura-rynka-osnovnye-tipy-i-elementy--prostymi-slovami/ (accessed: 19.10.2026).
11. Devochkina, E. F. A System of indicators for the advertising market: a methodological approach / E. F. Devochkina. — Text: electronic // CYBERLENINKA: [site]. — URL: https://cyberleninka.ru/article/n/sistema-pokazateley-rynka-reklamy-metodologicheskiy-podhod (accessed: 19.10.2026).