Veterinary Reference Laboratory Market Insights 2026, Analysis and Forecast to 2031
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The Veterinary Reference Laboratory (VRL) market is a fundamental pillar of the global animal health ecosystem, providing specialized diagnostic testing that exceeds the capabilities of in-clinic or point-of-care (POC) equipment. These laboratories serve as centralized hubs for complex pathology, molecular diagnostics, toxicology, and high-volume clinical chemistry. The industry is characterized by a significant shift toward "Specialized Diagnostics," where advanced genomic sequencing and AI-driven digital cytology are becoming the benchmarks for precision medicine in animals. Unlike the broader veterinary services sector, the reference laboratory market is defined by high barriers to entry, including the need for board-certified pathologists, sophisticated automated analyzers, and rigorous international quality accreditations (such as ISO/IEC 17025). The market’s resilience is rooted in the "Pet Humanization" trend, where companion animals are increasingly viewed as family members, leading to a surge in demand for sophisticated diagnostic workups and preventive geriatric screening.
As the industry integrates deeper into the One Health framework—which recognizes the interconnectedness of human and animal health—the role of reference labs in zoonotic disease surveillance has become a strategic priority for governments worldwide. Based on financial disclosures from market leaders and strategic reviews by global advisory firms like the Boston Consulting Group (BCG) and Frost & Sullivan, the global Veterinary Reference Laboratory market is estimated to reach a valuation of approximately USD 3.0–6.0 billion in 2025. The sector is projected to expand at a compound annual growth rate (CAGR) in the range of 6.0%–15.0% through 2030. This growth is accelerated by the rapid consolidation of veterinary clinics into large corporate groups, which often prefer centralized lab contracts to ensure standardized data and improved profit margins.
Application Analysis and Market Segmentation
The VRL market is segmented by end-user applications and the species of animals served, reflecting diverse clinical and economic priorities.
By Application
Veterinary Hospitals & Clinics: Projected growth of 7.5%–16.0%. This is the dominant segment, as general practices increasingly outsource complex tests (such as biopsy interpretation and comprehensive endocrine panels) to reference labs to avoid the overhead of specialized equipment and staff.
Academic & Research Institutions: Estimated annual growth of 5.0%–11.5%. Demand in this segment is driven by veterinary schools and pharmaceutical companies utilizing reference labs for clinical trials, epidemiological studies, and the development of new animal vaccines and therapeutics.
Others (Government & Diagnostic Centers): Projected growth of 4.0%–9.0%. This includes national diagnostic laboratories focused on livestock disease eradication programs and food safety testing, ensuring the integrity of the animal-derived protein supply chain.
By Animal Type
Companion Animals: The largest and fastest-growing segment, projected to grow at 8.0%–17.5%. Dogs, cats, and horses drive the bulk of the revenue due to the high frequency of diagnostic testing associated with chronic diseases in aging pets and the widespread adoption of pet insurance, which lowers the financial barrier for advanced diagnostics.
Production Animals: Estimated growth of 4.5%–10.0%. For livestock (cattle, poultry, swine), the focus is on "Productivity Testing" and infectious disease monitoring. Market growth is linked to the industrialization of farming in emerging economies and the need for rigorous export-related health certifications.
Regional Market Distribution and Geographic Trends
Geographic demand reflects the maturity of pet care culture and the intensity of livestock production across different continents.
North America: Projected annual growth of 6.5%–14.0%. Holding the largest market share, North America is characterized by high veterinary spending per capita and a dense network of high-tech reference labs. The U.S. market is currently focused on "Diagnostic Connectivity," where lab results are integrated directly into Practice Management Software (PMS) to streamline clinic workflows.
Asia-Pacific: Estimated growth of 9.5%–18.5%. This is the fastest-growing region, fueled by a burgeoning middle class in China and India with increasing disposable income for pet care. Additionally, the region’s massive livestock sector is modernizing, creating significant demand for high-throughput production animal testing.
Europe: Projected growth of 5.5%–12.0%. Demand is robust in the UK, Germany, and France, driven by strict animal welfare regulations and a strong emphasis on "One Health" initiatives to prevent the spread of zoonotic pathogens like Avian Influenza.
Latin America: Estimated growth of 4.0%–10.5%. Brazil is a key market, both as a major global exporter of animal protein and as a growing hub for companion animal services. Market expansion is supported by the regional growth of veterinary corporate groups.
Middle East & Africa (MEA): Anticipated growth of 3.5%–11.0%. Growth is concentrated in the GCC countries, where there is a high-value niche for equine diagnostics and a developing infrastructure for specialized falcon and exotic animal medicine.
Key Market Players and Competitive Landscape
The competitive landscape is defined by a few dominant global entities and a network of highly specialized regional laboratories.
IDEXX Laboratories, Inc. & Zoetis Inc.: IDEXX is the undisputed leader in the reference lab space, operating a massive global network of approximately 80 laboratories. Their competitive edge lies in the "IDEXX SDMA" test and their proprietary diagnostic software ecosystem. Zoetis, the world’s largest animal health company, has aggressively expanded its diagnostics division through acquisitions, such as ZNLabs and Ethos Diagnostic Science, to offer a direct alternative to IDEXX’s lab network.
Mars, Incorporated (VCA/Antech/Heska): Through its subsidiary Antech Diagnostics (part of the VCA hospital network), Mars represents a vertically integrated powerhouse. By owning both the hospitals and the labs, Mars can internalize its diagnostic volume, creating a formidable "closed-loop" business model that challenges independent lab providers.
GD Animal Health & Laboklin GmbH: Based in the Netherlands and Germany respectively, these players are the standard-bearers for European diagnostic quality. GD Animal Health is world-renowned for livestock health and food safety, while Laboklin serves a vast international network of companion animal clinics with specialized genetic testing.
Neogen Corporation & Virbac: Neogen specializes in genomic testing for livestock and companion animals, facilitating "precision breeding" and early disease detection. Virbac, a major French animal health firm, provides a range of specialized diagnostic services that complement its pharmaceutical and vaccine portfolios.
Texas A&M Veterinary Medical Diagnostic Laboratory (TVMDL) & Cornell’s AHDC: These state-affiliated laboratories represent the "Academic Excellence" tier of the market. They are critical for high-consequence disease testing (like Chronic Wasting Disease) and provide specialized expertise in toxicology and pathology that is often unavailable in the private sector.
Industry Value Chain Analysis
The VRL value chain is a complex sequence where value is added through technical precision and the speed of information delivery.
Supply and Instrumentation: The chain begins with the manufacturers of high-end lab equipment (automated chemistry analyzers, PCR machines) and specialized reagents. Value is created through "Assay Sensitivity"—the ability to detect pathogens or biomarkers at ultra-low concentrations.
Sample Collection and Logistics: This is a critical logistics link. Because reference labs are centralized, they rely on specialized cold-chain courier networks to transport blood, tissue, and fluid samples from clinics to the lab overnight. Speed and "Sample Integrity" are the primary value drivers here.
Lab Processing and Pathology: Once at the lab, samples undergo automated or manual testing. The highest value is added by the "Human Capital"—the specialized veterinary pathologists and microbiologists who interpret complex slides and provide clinical consultations to treating veterinarians.
Data Integration and Reporting: Modern value chains are digital. Results are no longer just sent via email; they are pushed directly into the clinic’s electronic medical records. This stage adds value through "Diagnostic Insights," where software identifies trends in a patient’s history to help veterinarians make better treatment decisions.
Clinical Intervention: The ultimate end-user is the veterinarian who uses the lab report to prescribe medication, perform surgery, or recommend dietary changes. The lab’s value is realized in the improved health outcome of the animal and the resulting trust from the pet owner.
Market Opportunities and Challenges
Opportunities
AI and Digital Pathology: The adoption of high-speed digital slide scanners and AI algorithms allows labs to provide "Same-Day" pathology results. This eliminates the multi-day wait for physical slides to be mailed and reviewed, revolutionizing oncology and dermatopathology workflows.
Predictive Diagnostics and Big Data: Reference labs are sitting on decades of animal health data. There is a massive opportunity to use this data for predictive modeling, identifying regional disease outbreaks (like Heartworm or Lyme disease) before they peak.
Liquid Biopsy for Veterinary Oncology: The development of non-invasive "Liquid Biopsy" tests that can detect cancer markers in a simple blood draw represents a high-margin opportunity, particularly as pet owners seek less invasive diagnostic options for aging animals.
Challenges
Shortage of Specialized Professionals: The industry faces a global shortage of board-certified veterinary pathologists and laboratory technicians. This talent gap can lead to increased turnaround times and higher operational costs.
Competition from Point-of-Care (POC) Testing: As in-clinic diagnostic equipment becomes more sophisticated and affordable, veterinarians may choose to perform more tests "in-house" rather than sending them to a reference lab, potentially cannibalizing the lab’s high-volume chemistry and hematology revenue.
Logistical and Regulatory Barriers: In emerging markets, the lack of reliable courier infrastructure can significantly hinder the growth of centralized reference labs. Furthermore, strict regulations regarding the international transport of animal biological samples can complicate the expansion of "Mega-Labs" that serve multiple countries.
Chapter 1 Executive Summary
Chapter 2 Abbreviation and Acronyms
Chapter 3 Preface
3.1 Research Scope
3.2 Research Sources
3.2.1 Data Sources
3.2.2 Assumptions
3.3 Research Method
Chapter 4 Market Landscape
4.1 Market Overview
4.2 Classification/Types
4.3 Application/End Users
Chapter 5 Market Trend Analysis
5.1 introduction
5.2 Drivers
5.3 Restraints
5.4 Opportunities
5.5 Threats
Chapter 6 Industry Chain Analysis
6.1 Upstream/Suppliers Analysis
6.2 Veterinary Reference Laboratory Analysis
6.2.1 Technology Analysis
6.2.2 Cost Analysis
6.2.3 Market Channel Analysis
6.3 Downstream Buyers/End Users
Chapter 7 Latest Market Dynamics
7.1 Latest News
7.2 Merger and Acquisition
7.3 Planned/Future Project
7.4 Policy Dynamics
Chapter 8 Historical and Forecast Veterinary Reference Laboratory Market in North America (2021-2031)
8.1 Veterinary Reference Laboratory Market Size
8.2 Veterinary Reference Laboratory Market by End Use
8.3 Competition by Players/Suppliers
8.4 Veterinary Reference Laboratory Market Size by Type
8.5 Key Countries Analysis
8.5.1 United States
8.5.2 Canada
8.5.3 Mexico
Chapter 9 Historical and Forecast Veterinary Reference Laboratory Market in South America (2021-2031)
9.1 Veterinary Reference Laboratory Market Size
9.2 Veterinary Reference Laboratory Market by End Use
9.3 Competition by Players/Suppliers
9.4 Veterinary Reference Laboratory Market Size by Type
9.5 Key Countries Analysis
9.5.1 Brazil
9.5.2 Argentina
9.5.3 Chile
9.5.4 Peru
Chapter 10 Historical and Forecast Veterinary Reference Laboratory Market in Asia & Pacific (2021-2031)
10.1 Veterinary Reference Laboratory Market Size
10.2 Veterinary Reference Laboratory Market by End Use
10.3 Competition by Players/Suppliers
10.4 Veterinary Reference Laboratory Market Size by Type
10.5 Key Countries Analysis
10.5.1 China
10.5.2 India
10.5.3 Japan
10.5.4 South Korea
10.5.5 Southest Asia
10.5.6 Australia
Chapter 11 Historical and Forecast Veterinary Reference Laboratory Market in Europe (2021-2031)
11.1 Veterinary Reference Laboratory Market Size
11.2 Veterinary Reference Laboratory Market by End Use
11.3 Competition by Players/Suppliers
11.4 Veterinary Reference Laboratory Market Size by Type
11.5 Key Countries Analysis
11.5.1 Germany
11.5.2 France
11.5.3 United Kingdom
11.5.4 Italy
11.5.5 Spain
11.5.6 Belgium
11.5.7 Netherlands
11.5.8 Austria
11.5.9 Poland
11.5.10 Russia
Chapter 12 Historical and Forecast Veterinary Reference Laboratory Market in MEA (2021-2031)
12.1 Veterinary Reference Laboratory Market Size
12.2 Veterinary Reference Laboratory Market by End Use
12.3 Competition by Players/Suppliers
12.4 Veterinary Reference Laboratory Market Size by Type
12.5 Key Countries Analysis
12.5.1 Egypt
12.5.2 Israel
12.5.3 South Africa
12.5.4 Gulf Cooperation Council Countries
12.5.5 Turkey
Chapter 13 Summary For Global Veterinary Reference Laboratory Market (2021-2026)
13.1 Veterinary Reference Laboratory Market Size
13.2 Veterinary Reference Laboratory Market by End Use
13.3 Competition by Players/Suppliers
13.4 Veterinary Reference Laboratory Market Size by Type
Chapter 14 Global Veterinary Reference Laboratory Market Forecast (2026-2031)
14.1 Veterinary Reference Laboratory Market Size Forecast
14.2 Veterinary Reference Laboratory Application Forecast
14.3 Competition by Players/Suppliers
14.4 Veterinary Reference Laboratory Type Forecast
Chapter 15 Analysis of Global Key Vendors
15.1 IDEXX Laboratories
15.1.1 Company Profile
15.1.2 Main Business and Veterinary Reference Laboratory Information
15.1.3 SWOT Analysis of IDEXX Laboratories
15.1.4 IDEXX Laboratories Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.2 Inc.
15.2.1 Company Profile
15.2.2 Main Business and Veterinary Reference Laboratory Information
15.2.3 SWOT Analysis of Inc.
15.2.4 Inc. Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.3 Mars
15.3.1 Company Profile
15.3.2 Main Business and Veterinary Reference Laboratory Information
15.3.3 SWOT Analysis of Mars
15.3.4 Mars Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.4 Incorporated
15.4.1 Company Profile
15.4.2 Main Business and Veterinary Reference Laboratory Information
15.4.3 SWOT Analysis of Incorporated
15.4.4 Incorporated Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.5 Zoetis Inc.
15.5.1 Company Profile
15.5.2 Main Business and Veterinary Reference Laboratory Information
15.5.3 SWOT Analysis of Zoetis Inc.
15.5.4 Zoetis Inc. Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.6 GD Animal Health
15.6.1 Company Profile
15.6.2 Main Business and Veterinary Reference Laboratory Information
15.6.3 SWOT Analysis of GD Animal Health
15.6.4 GD Animal Health Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.7 Neogen Corporation
15.7.1 Company Profile
15.7.2 Main Business and Veterinary Reference Laboratory Information
15.7.3 SWOT Analysis of Neogen Corporation
15.7.4 Neogen Corporation Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.8 Laboklin GmbH & Co. KG
15.8.1 Company Profile
15.8.2 Main Business and Veterinary Reference Laboratory Information
15.8.3 SWOT Analysis of Laboklin GmbH & Co. KG
15.8.4 Laboklin GmbH & Co. KG Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.9 Heska Corporation
15.9.1 Company Profile
15.9.2 Main Business and Veterinary Reference Laboratory Information
15.9.3 SWOT Analysis of Heska Corporation
15.9.4 Heska Corporation Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
15.10 VCA Inc.
15.10.1 Company Profile
15.10.2 Main Business and Veterinary Reference Laboratory Information
15.10.3 SWOT Analysis of VCA Inc.
15.10.4 VCA Inc. Veterinary Reference Laboratory Sales, Revenue, Price and Gross Margin (2021-2026)
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Table Research Scope of Veterinary Reference Laboratory Report
Table Data Sources of Veterinary Reference Laboratory Report
Table Major Assumptions of Veterinary Reference Laboratory Report
Table Veterinary Reference Laboratory Classification
Table Veterinary Reference Laboratory Applications
Table Drivers of Veterinary Reference Laboratory Market
Table Restraints of Veterinary Reference Laboratory Market
Table Opportunities of Veterinary Reference Laboratory Market
Table Threats of Veterinary Reference Laboratory Market
Table Raw Materials Suppliers
Table Different Production Methods of Veterinary Reference Laboratory
Table Cost Structure Analysis of Veterinary Reference Laboratory
Table Key End Users
Table Latest News of Veterinary Reference Laboratory Market
Table Merger and Acquisition
Table Planned/Future Project of Veterinary Reference Laboratory Market
Table Policy of Veterinary Reference Laboratory Market
Table 2021-2031 North America Veterinary Reference Laboratory Market Size
Table 2021-2031 North America Veterinary Reference Laboratory Market Size by Application
Table 2021-2026 North America Veterinary Reference Laboratory Key Players Revenue
Table 2021-2026 North America Veterinary Reference Laboratory Key Players Market Share
Table 2021-2031 North America Veterinary Reference Laboratory Market Size by Type
Table 2021-2031 United States Veterinary Reference Laboratory Market Size
Table 2021-2031 Canada Veterinary Reference Laboratory Market Size
Table 2021-2031 Mexico Veterinary Reference Laboratory Market Size
Table 2021-2031 South America Veterinary Reference Laboratory Market Size
Table 2021-2031 South America Veterinary Reference Laboratory Market Size by Application
Table 2021-2026 South America Veterinary Reference Laboratory Key Players Revenue
Table 2021-2026 South America Veterinary Reference Laboratory Key Players Market Share
Table 2021-2031 South America Veterinary Reference Laboratory Market Size by Type
Table 2021-2031 Brazil Veterinary Reference Laboratory Market Size
Table 2021-2031 Argentina Veterinary Reference Laboratory Market Size
Table 2021-2031 Chile Veterinary Reference Laboratory Market Size
Table 2021-2031 Peru Veterinary Reference Laboratory Market Size
Table 2021-2031 Asia & Pacific Veterinary Reference Laboratory Market Size
Table 2021-2031 Asia & Pacific Veterinary Reference Laboratory Market Size by Application
Table 2021-2026 Asia & Pacific Veterinary Reference Laboratory Key Players Revenue
Table 2021-2026 Asia & Pacific Veterinary Reference Laboratory Key Players Market Share
Table 2021-2031 Asia & Pacific Veterinary Reference Laboratory Market Size by Type
Table 2021-2031 China Veterinary Reference Laboratory Market Size
Table 2021-2031 India Veterinary Reference Laboratory Market Size
Table 2021-2031 Japan Veterinary Reference Laboratory Market Size
Table 2021-2031 South Korea Veterinary Reference Laboratory Market Size
Table 2021-2031 Southeast Asia Veterinary Reference Laboratory Market Size
Table 2021-2031 Australia Veterinary Reference Laboratory Market Size
Table 2021-2031 Europe Veterinary Reference Laboratory Market Size
Table 2021-2031 Europe Veterinary Reference Laboratory Market Size by Application
Table 2021-2026 Europe Veterinary Reference Laboratory Key Players Revenue
Table 2021-2026 Europe Veterinary Reference Laboratory Key Players Market Share
Table 2021-2031 Europe Veterinary Reference Laboratory Market Size by Type
Table 2021-2031 Germany Veterinary Reference Laboratory Market Size
Table 2021-2031 France Veterinary Reference Laboratory Market Size
Table 2021-2031 United Kingdom Veterinary Reference Laboratory Market Size
Table 2021-2031 Italy Veterinary Reference Laboratory Market Size
Table 2021-2031 Spain Veterinary Reference Laboratory Market Size
Table 2021-2031 Belgium Veterinary Reference Laboratory Market Size
Table 2021-2031 Netherlands Veterinary Reference Laboratory Market Size
Table 2021-2031 Austria Veterinary Reference Laboratory Market Size
Table 2021-2031 Poland Veterinary Reference Laboratory Market Size
Table 2021-2031 Russia Veterinary Reference Laboratory Market Size
Table 2021-2031 MEA Veterinary Reference Laboratory Market Size
Table 2021-2031 MEA Veterinary Reference Laboratory Market Size by Application
Table 2021-2026 MEA Veterinary Reference Laboratory Key Players Revenue
Table 2021-2026 MEA Veterinary Reference Laboratory Key Players Market Share
Table 2021-2031 MEA Veterinary Reference Laboratory Market Size by Type
Table 2021-2031 Egypt Veterinary Reference Laboratory Market Size
Table 2021-2031 Israel Veterinary Reference Laboratory Market Size
Table 2021-2031 South Africa Veterinary Reference Laboratory Market Size
Table 2021-2031 Gulf Cooperation Council Countries Veterinary Reference Laboratory Market Size
Table 2021-2031 Turkey Veterinary Reference Laboratory Market Size
Table 2021-2026 Global Veterinary Reference Laboratory Market Size by Region
Table 2021-2026 Global Veterinary Reference Laboratory Market Size Share by Region
Table 2021-2026 Global Veterinary Reference Laboratory Market Size by Application
Table 2021-2026 Global Veterinary Reference Laboratory Market Share by Application
Table 2021-2026 Global Veterinary Reference Laboratory Key Vendors Revenue
Table 2021-2026 Global Veterinary Reference Laboratory Key Vendors Market Share
Table 2021-2026 Global Veterinary Reference Laboratory Market Size by Type
Table 2021-2026 Global Veterinary Reference Laboratory Market Share by Type
Table 2026-2031 Global Veterinary Reference Laboratory Market Size by Region
Table 2026-2031 Global Veterinary Reference Laboratory Market Size Share by Region
Table 2026-2031 Global Veterinary Reference Laboratory Market Size by Application
Table 2026-2031 Global Veterinary Reference Laboratory Market Share by Application
Table 2026-2031 Global Veterinary Reference Laboratory Key Vendors Revenue
Table 2026-2031 Global Veterinary Reference Laboratory Key Vendors Market Share
Table 2026-2031 Global Veterinary Reference Laboratory Market Size by Type
Table 2026-2031 Veterinary Reference Laboratory Global Market Share by Type
Figure Market Size Estimated Method
Figure Major Forecasting Factors
Figure Veterinary Reference Laboratory Picture
Figure 2021-2031 North America Veterinary Reference Laboratory Market Size and CAGR
Figure 2021-2031 South America Veterinary Reference Laboratory Market Size and CAGR
Figure 2021-2031 Asia & Pacific Veterinary Reference Laboratory Market Size and CAGR
Figure 2021-2031 Europe Veterinary Reference Laboratory Market Size and CAGR
Figure 2021-2031 MEA Veterinary Reference Laboratory Market Size and CAGR
Figure 2021-2026 Global Veterinary Reference Laboratory Market Size and Growth Rate
Figure 2026-2031 Global Veterinary Reference Laboratory Market Size and Growth Rate
Research Methodology
- Market Estimated Methodology:
Bottom-up & top-down approach, supply & demand approach are the most important method which is used by HDIN Research to estimate the market size.

1)Top-down & Bottom-up Approach
Top-down approach uses a general market size figure and determines the percentage that the objective market represents.

Bottom-up approach size the objective market by collecting the sub-segment information.

2)Supply & Demand Approach
Supply approach is based on assessments of the size of each competitor supplying the objective market.
Demand approach combine end-user data within a market to estimate the objective market size. It is sometimes referred to as bottom-up approach.

- Forecasting Methodology
- Numerous factors impacting the market trend are considered for forecast model:
- New technology and application in the future;
- New project planned/under contraction;
- Global and regional underlying economic growth;
- Threatens of substitute products;
- Industry expert opinion;
- Policy and Society implication.
- Analysis Tools
1)PEST Analysis
PEST Analysis is a simple and widely used tool that helps our client analyze the Political, Economic, Socio-Cultural, and Technological changes in their business environment.

- Benefits of a PEST analysis:
- It helps you to spot business opportunities, and it gives you advanced warning of significant threats.
- It reveals the direction of change within your business environment. This helps you shape what you’re doing, so that you work with change, rather than against it.
- It helps you avoid starting projects that are likely to fail, for reasons beyond your control.
- It can help you break free of unconscious assumptions when you enter a new country, region, or market; because it helps you develop an objective view of this new environment.
2)Porter’s Five Force Model Analysis
The Porter’s Five Force Model is a tool that can be used to analyze the opportunities and overall competitive advantage. The five forces that can assist in determining the competitive intensity and potential attractiveness within a specific area.
- Threat of New Entrants: Profitable industries that yield high returns will attract new firms.
- Threat of Substitutes: A substitute product uses a different technology to try to solve the same economic need.
- Bargaining Power of Customers: the ability of customers to put the firm under pressure, which also affects the customer's sensitivity to price changes.
- Bargaining Power of Suppliers: Suppliers of raw materials, components, labor, and services (such as expertise) to the firm can be a source of power over the firm when there are few substitutes.
- Competitive Rivalry: For most industries the intensity of competitive rivalry is the major determinant of the competitiveness of the industry.

3)Value Chain Analysis
Value chain analysis is a tool to identify activities, within and around the firm and relating these activities to an assessment of competitive strength. Value chain can be analyzed by primary activities and supportive activities. Primary activities include: inbound logistics, operations, outbound logistics, marketing & sales, service. Support activities include: technology development, human resource management, management, finance, legal, planning.

4)SWOT Analysis
SWOT analysis is a tool used to evaluate a company's competitive position by identifying its strengths, weaknesses, opportunities and threats. The strengths and weakness is the inner factor; the opportunities and threats are the external factor. By analyzing the inner and external factors, the analysis can provide the detail information of the position of a player and the characteristics of the industry.

- Strengths describe what the player excels at and separates it from the competition
- Weaknesses stop the player from performing at its optimum level.
- Opportunities refer to favorable external factors that the player can use to give it a competitive advantage.
- Threats refer to factors that have the potential to harm the player.
- Data Sources
| Primary Sources | Secondary Sources |
|---|---|
| Face to face/Phone Interviews with market participants, such as: Manufactures; Distributors; End-users; Experts. Online Survey |
Government/International Organization Data: Annual Report/Presentation/Fact Book Internet Source Information Industry Association Data Free/Purchased Database Market Research Report Book/Journal/News |