Qualitative fundamental analysis is the method of analyzing companies based on factors that affect the intrinsic value of a share.

It determines the growth of a company by looking at key numbers and economic indicators.

There are two types of analysis: Quantitative and Qualitative fundamental analysis. We had discussed the quantitative fundamental analysis in a detailed manner.

 Analyzing qualitative factors is an important part of the company for example customer satisfaction with a product, change in the company’s management, and adoption of new technology that gives an edge of competitive advantage.

Most investors, simply rely on the quantitative fundamental analysis of share market factors such as the company’s assets, liabilities, cash flow, revenue, and price to earnings ratio.

We need to look at the other side of the company, how it comparatively advantages over the industry peers, and how they quickly adopt new technology advancement.

Let us discuss the industry analysis in a detailed manner.






·       Michael Porter’s Five Force Model

·       Boston Consulting Group Analysis

·       Structure Conduct Performance Analysis


Here, we can discuss three types of industrial analysis one by one




This model analyses any industry on the basis of five broad parameters or forces. These five forces are divided into vertical and horizontal forces as listed below


Horizontal Forces


·       Threat of substitutes

·       Threat of new entrants

·       Threat of established rivals


Vertical Forces


·       Bargaining power of suppliers

·       Bargaining power of customers


Porter's 5 Forces - Qualitative Fundamental Analysis



In an industry where rivalry is high, as the aviation and telecom space, the end result will be lower pricing power and lower incomes for the industry participants.

Innovation in products, customer service, and technology adoption becomes essential in such an industry.

A strong competitor with deep pockets can easily adopt tactics such as continuously dumping products or services at a lower price than the cost to drive others out of the industry.

Not everyone can sustain losses for a long period. Ex. Reliance JIO.





Industries go through significant changes from time to time for example typewriters got substituted by computers totally. There is a chance for a buyer to switch over the substitute products. It will affect the company revenue in long term.



An industry that does not face the threat of new competitors coming in would be an attractive industry for investors. There could be several barriers to entry for new entrants in a business such as licensing required capital/skills (IT products) capital (oil and gas) distribution reach (banking and finance) brand loyalty (FMCG products), etc.


The buyer can dictate price if there are a large number of sellers with similar products/services.

The demand and supply equation will determine the buyer’s bargaining power in an industry.




A consumer will rarely bargain over the fees charged by hospitals or schools, but the same consumer will bargain with the vegetables or fruit vendors all the time. In the first case, the bargaining power of suppliers is absolute and in the second case, the bargaining power of the supplier is nil.





BCG Analysis is developed by the Boston Consulting Group. It looks at different segments of a business through the lenses of market growth and cash flow.

BCG created a matrix based on the sensitivity of growth and cash flow as defined in a pictorial manner.


BCG Matrix - Qualitative Fundamental Analysis

Stars: These are segments in the business where the market is growing rapidly and the company is having a large market share. Ex. Reliance

Cash Cows: These are the segments that require low cash infusion for investment to maintain market shares because of low growth prospects but at the same time steadily generate cash for the company from the established market share. Ex. ITC


Question Marks: Business segments in a fast-growing market, but having a low market share.

The right strategies and investments can help the market share of the business grow.

But, they also run the risk of consuming cash in the process of increasing market share and in the end turning out to be not enough cash generating. Ex. Suzlon

Dogs: Business segments, which have slow growth rates and intensive competitive dynamics that lead to a low generation of cash are categorized as dogs. Ex. DHFL






Another method of analyzing industries are looking at the industry structure (monopoly, oligopoly), its conduct (specialized, seasonal or round the year, cyclical or non-cyclical), and its performance (EPS, ROE, ROCE,           etc.). Under the SCP model, one can get the financial dimension of the industry from an analysis perspective.




I think it is an eye-opener for investors, from onwards they look at the industry analysis as equivalent to the quantitative analysis. 

Our motive is to educate investors in a perfect manner.

Before invest completely analyze the qualitative and quantitative parameters, once both the parameters match your investment idea then you can be considered for the investment as per your asset allocation.