波特五力模型 Porterppt课件

Porter sFiveForcesIndustryAnalysis Industryanalysis TheprofitabilityofanyindustrydependsuponfiveenvironmentalfactorsThefiveforcesThethreatofentryThethreatofsubstitutionThepowerofthebuyersThepowerofthesuppliersCompetitiverivalrywithintheindustry Porter sFiveForcesofCompetitionFramework SUPPLIERS POTENTIALENTRANTS SUBSTITUTES BUYERS INDUSTRYCOMPETITORS Rivalryamongexistingfirms Bargainingpowerofsuppliers Bargainingpowerofbuyers Threatofnewentrants Threatofsubstitutes Thethreatofentry Threatthatnewentrantswillstartup increasecapacityandcompetitionanderodeprofitsDependsonthesizeoftheentrybarriersEgscaleeconomies patents Thethreatofsubstitution Threatotherindustrieswilltakebusinessaway egaluminiumindustryfacesthreatfromglass plastics steelThesesubstituteproductsplaceacapuponindustrypricesabovewhichbuyerswilldesert Powerofbuyers Powerofindustry sbuyerstosecurediscountsornegotiateaddedvaluetoproductsDependsonbuyerconcentration information switchingcostsEgfragmentedhorticultureindustryfacesconcentrated expertbuyerswithlowswitchingcosts Powerofsuppliers AbilityofsupplierstodictatethetermsandconditionsofsupplySupplyconcentrationanddifferentiationiskeyEgoperatingsystemcomponentofPCEgthetransmissionsysteminbicycles CompetitiveRivalry ThedegreeofcompetitionwithintheindustryformarketshareEspeciallythedegreeofpricecompetitionSomeindustriesareverypricecompetitiveEgairlinesOthersarenonpricecompetitiveandhighlydifferentiatedinproductsEgpharmaceuticals THREATOFENTRYCapitalrequirementsEconomiesofscaleAbsolutecostadvantageProductdifferentiationAccesstodistributionchannelsLegal regulatorybarriersRetaliation SUBSTITUTECOMPETITIONBuyers propensitytosubstituteRelativeprices performanceofsubstitutes BUYERPOWERBuyers pricesensitivityRelativebargainingpower INDUSTRYRIVALRYConcentrationDiversityofcompetitorsProductdifferentiationExcesscapacity exitbarriersCostconditions SUPPLIERPOWERBuyers pricesensitivityRelativebargainingpower TheStructuralDeterminantsofCompetition Examplesofindustryanalysis AirlinesPharmaceuticalsProfessionalfootballRoadRecoveryServices Airlines ThethreatofentryVeryhighbecauseDeregulatedLowstartupcostsModesteconomiesofscaleThethreatofsubstitutionHighinsomeshorthaulrouteslowerinlonghaulThepowerofthebuyersConsiderableLittlecustomerloyaltydespiteairmilesEasytoswitchbetweencarriers Airlines PowerofthesuppliersConsiderableAircraftmanufacturerslargeandverydifferentiated highswitchingcostsUnionisedstaffCapacityshortagesinmanyairportsCompetitiveRivalryIntensepricecompetitionVeryhighfixedoperationalcostsandlowvariablecostsencouragesdiscountingtomaximiseutilisation Airlines conclusion Allfiveforcesareoperatingtotheindustry sdisadvantageWouldexpecttheindustrytoexperiencepoorprofitperformance Pharmaceuticals ThethreatofentryVerylowProductsprotectedbypatentsandcopyrightFormidableresearch developmentandapprovalcostsofnewdrugsVerylargemedicalsalesforcerequiredThethreatofsubstitutionVerylowOftennoalternativetoadrugindealingwithanillness Pharmaceuticals PowerofbuyersLimitedPurchasedecisionsmadebypowerfulmedicalprofessionabletoinfluencewhatthestateorinsuranceco mustpayforPowerofsuppliersNegligibleDrugingredientsarelargelycommodities widelyavailableCompetitiverivalryLimitedLittleornopricecompetition ConclusiononPharmaceuticals Allfiveforcesworkingtoindustry sadvantageWouldexpecttheindustrytobehighlyprofitable ProfitabilityofUSIndustries Pharmaceuticals26 8Gas ElectricUtilities10 5Tobacco22 0FoodandDrugStores10 3Household PersonalProducts20 5MotorVehicles Parts9 8FoodConsumerProducts20 3HomeEquipment9 5MedicalProducts Equipment18 8Railroads9 0Beverages18 8Hotels Casinos Resorts8 0Scientific PhotographicEquipt 16 5Insurance LifeandHealth7 6CommercialBanks16 0BuildingMaterials Glass7 0Publishing Printing14 3Metals6 0PetroleumRefining14 3Semiconductors Apparel14 3ElectronicComponents5 8ComputerSoftware13 5Insurance Property Casualty5 3Electronics ElectricalEquipment13 3FoodProduction5 3Furniture13 3Telecommunications3 5Chemicals12 8ForestandPaperProducts3 5Computers OfficeEquipment11 8CommunicationsEquipment 4 0 HealthCare11 5Airlines 34 8 Grant 2005 Medianreturnonequity 1999 2002 Somecommentsonthemethod Verysimilartothestructure conductperformancemodelOldwineinanewbottles Porterstressesthatthefiveforcesaretheonlyfactors thereneveranyothersExampleofgovernmentaspossible 6th Butgovernmentshouldbeconsideredthroughimpactononeorotherofthe5forces Comments 5forcesdetermineoverallindustryprofitability nottheindividualfirm sInanyindustryprofitablefirmsworkalongsidemuchweakerfirmsInairlinestheenvironmentisveryunfavourablebutsomeairlinesstilldowell DoesIndustryMatter Source Grant 6thEd Comments Porteronchange Astaticapproach ButPorteremphasisonthesearchforchangeinenvironment thenewweaknesses thenewsourcesofstrengthEg changeinroadrecoveryservices RoadRecoveryServices Breakdownservices oncedominatedbyAAandRACThePast NationwidenetworkofrecoveryvehiclesusingowncommunicationssystemVeryhighentrybarriersNoclosesubstituteLittlepricecompetitionbetweensuppliersBuyershadmeasureofmembershiployaltyNosignificantforcesamongstsuppliers Changesintheroadrecoverymarket AnewlookattheAAandRACStrategyofsupplementingownrecoveryfleetwithlocalindependentsubcontractorsTechnology thedevelopmentofopenmobilephonenetworksResult developmentofanation widenetworkofindependentsubcontractors usingmobilephonenetworkstocommunicate Changesinthe5forces EssentiallyverticallyintegratedbusinessesperformingtwofunctionsRunninganbreakdowninsuranceplanRunningthefleetofbreakdownrecoveryvehic