波特五力模型课件 Porter.ppt
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1、Porters Five Forces Industry Analysis,Industry analysis,The profitability of any industry depends upon five environmental factors The five forces The threat of entry The threat of substitution The power of the buyers The power of the suppliers Competitive rivalry within the industry,Porters Five For
2、ces of Competition Framework,SUPPLIERS,POTENTIAL ENTRANTS,SUBSTITUTES,BUYERS,INDUSTRY COMPETITORS,Rivalry among existing firms,Bargaining power of suppliers,Bargaining power of buyers,Threat of new entrants,Threat of substitutes,The threat of entry,Threat that new entrants will start up, increase ca
3、pacity and competition and erode profits Depends on the size of the entry barriers Eg scale economies, patents,The threat of substitution,Threat other industries will take business away: eg aluminium industry faces threat from glass, plastics, steel These substitute products place a cap upon industr
4、y prices above which buyers will desert,Power of buyers,Power of industrys buyers to secure discounts or negotiate added value to products Depends on buyer concentration, information, switching costs Eg fragmented horticulture industry faces concentrated, expert buyers with low switching costs,Power
5、 of suppliers,Ability of suppliers to dictate the terms and conditions of supply Supply concentration and differentiation is key Eg operating system component of PC Eg the transmission system in bicycles,Competitive Rivalry,The degree of competition within the industry for market share Especially th
6、e degree of price competition Some industries are very price competitive Eg airlines Others are non price competitive and highly differentiated in products Eg pharmaceuticals,THREAT OF ENTRY Capital requirements Economies of scale Absolute cost advantage Product differentiation Access to distributio
7、n channels Legal/ regulatory barriers Retaliation,SUBSTITUTE COMPETITION Buyers propensity to substitute Relative prices & performance of substitutes,BUYER POWER Buyers price sensitivity Relative bargaining power,INDUSTRY RIVALRY Concentration Diversity of competitors Product differentiation Excess
8、capacity & exit barriers Cost conditions,SUPPLIER POWER Buyers price sensitivity Relative bargaining power,The Structural Determinants of Competition,Examples of industry analysis,Airlines Pharmaceuticals Professional football Road Recovery Services,Airlines,The threat of entry Very high because Der
9、egulated Low start up costs Modest economies of scale The threat of substitution High in some short haul routes lower in long haul The power of the buyers Considerable Little customer loyalty despite air miles Easy to switch between carriers,Airlines,Power of the suppliers Considerable Aircraft manu
10、facturers large and very differentiated, high switching costs Unionised staff Capacity shortages in many airports Competitive Rivalry Intense price competition Very high fixed operational costs and low variable costs encourages discounting to maximise utilisation,Airlines: conclusion,All five forces
11、 are operating to the industrys disadvantage Would expect the industry to experience poor profit performance,Pharmaceuticals,The threat of entry Very low Products protected by patents and copyright Formidable research, development and approval costs of new drugs Very large medical sales force requir
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