The tools of strategic management. Analysis of the 5 forces of porter: example


2018-03-17 21:10:55




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For a successful business, you need to consider many factors that often escape the attention of entrepreneurs. However, if you look more closely and assiduously study Economics, you will learn a lot of different approaches to efficiently and effectively analyze financial activities. One of the most interesting examples is the analysis of the 5 forces of porter, an example of which will be discussed in detail in this article. But you first need to understand what it represents, which is focused on and what you can achieve. You can be sure that you definitely need a tool such as the analysis of 5 forces of porter. The examples in the text will serve as a vivid confirmation.

What is it?

This model was described in 1979 by renowned economist Michael porter. He did this in order to create a model that would allow the company to analyze their productivity and competitiveness, and further to maintain these indicators at a high level. After nearly forty years you can see how well the analysis of 5 forces of porter.

analysis 5 forces porter's example

Examples of its use in life are very diverse. This analysis used the factories, the restaurants, banks and other companies that have competition in the market. Accordingly, if you want your business to succeed, you need to think about how to study this model. This article will help you to deal with what presents an analysis of the 5 forces of porter. Examples of its use will also be presented to your attention. The second half of the article will be devoted to a single large example step by step.


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Model Description

When Michael porter developed this model, he stated that there are five different forces, each of which determines the competitiveness of a product:

  • Bargaining power of buyers, which they have in a particular segment;
  • Bargaining power of suppliers, which affects the supply of raw materials enterprises;
  • The threat of invasion on the market of new participants, capable to increase competition;
  • The danger of the emergence of substitute products with the best ratio of price and quality;
  • The level of competition in the selected market.

5 forces of porter analysis sample

This is the 5 forces of porter. Sample analysis will be described in the second part of the article, and should focus directly on examination of each of the forces. At first glance it may seem that any analysis in these areas can be done, but in fact the result may surprise you. Using this approach, you will be able to perform the activities of the enterprise and the competitiveness of its goods in the market in order to make some adjustments that will allow you to improve some of the indicators in the long term. So, further will be discussed 5 forces porter analysis sample will also be given in detail, so that you will know everything you need about this method.

Using the model

How to use real-world analysis 5-forces porter? Example: “Hut” - Russian network of stores. The purpose of this event is to identify competition in a certain market segment, making it possible to calculate how logical is the introduction of the product, will have to put extra efforts to achieve the desired result, and so on.

Thus, this model is used in modern Economics to develop a detailed competitive analysis of your company's products and the market. Now you are definitely convinced that it is imperative to apply the 5 forces of porter. An example of the analysis Bank or any other company can confirm that in the future, but for now you must focus on consideration of each individual force.

The Threat of invasion of new participants

Analysis of the 5 forces of porter, for example, a café has great detail to show that is the first force, that is, the threat of invasion of new participants. So, there is a market where there are already existing companies with their products and services. New participants increase competition, that is, if the market will be a new cafe in your establishment can begin to walk fewer customers. How to assess the threat level? Here porter identifies several factors influencing the barrier to entry. If it's high, and the threat will be lower because not everyone wants to overcome it.

analysis 5 forces porter's example hut

What? First, the economies of scale. If the volume of production in the market is high, the cost of one unit will be low, so new members will be difficult to achieve positive ROI. Secondly, there is differentiation of product – the larger the market of available goods or services, the harder it is for a new party to compete. Thirdly, there is the need for capital – the higher the initial investment threshold, the smaller the likelihood that new participants will enter the market. Also worth noting is the height of costs, access to distribution channels and government policy in relation to the production for a specific market. Of course, factors are not limited to – there are additional threats that depend directly upon the market and current conditions.

Bargaining power of buyers

If we talk about the second power, it is important to understand that it is best to choose the market where the buyer has the least power and the weakest influence. Why? The reason is that clients are consumers of your goods and services, so it is through them and there is a market. Influential customers with large power can directly influence your products, demanding higher quality, presenting their demands and so on. So the lower the level of influence of buyers in the market, the better for you.

5 forces of porter analysis sample Bank

There are several conditions the increasing power of buyers: for example, the lack of uniqueness of the goods (the buyer can choose any, not just your product), high sensitivity to price (buyer chooses your item, and the cheapest option) and so on.

Bargaining power of suppliers

Bargaining power of suppliers is not manifested as often as the power buyers, but its impact can be very strong. The fact that suppliers are, in fact, are the owners of the resources without which the company cannot carry out its activities. And in some situations, the suppliers receive a much higher level of power – for example, when there are not too many (or when the market is monopoly), when the resources used to produce goods are limited, and the costs of switching to alternative raw materials are too high. In such situations, the suppliers have more power than usual, and they can directly affect the market environment along with the competition.

Emergence of substitute products

Substitutes – are those goods, which can offer the best alternative to your products. In the presence of high-quality analog receipt of the profits will be severely limited. A serious threat are those substitutes that offer a more attractive ratio of quality and price. While consumers will be able to purchase the lower quality product is cheaper, it will not buy yours.

analysis of the 5 forces of porter for example cafe

Also represent a threat to substitute products from well-known brands that have already gained an impressive popularity in other markets, and now expect to achieve the same result on the new. To deal with the replacements you need by creating your own strong brand, improving product differentiation, elimination of standardization and so on.

Intrasectoral competition

And, of course, do not forget that competition in the market most impact existing participants. The level of competition in the market will be high if there are a large number of participants with approximately equal production volume, low product differentiation, high barriers of entry and so on. Competition naturally reduces the profitability of the industry, so you need to pay special attention to this item.

Evaluation of the competitiveness of the goods and level of competition

Well, you already know all about the forces, which he described in 1979 by Michael porter, can now calmly analyze 5 forces of porter for example cafe, restaurant, shop or any other institution. But in order to increase the efficiency of analysis needs to be standardized. This is what will be discussed next.

Now the details will be described an example of analysis divided into four steps. The first of these is to assess the competitiveness of your product and the level of competition in a particular market. In this step you need to evaluate substitute products present on the market, giving them a rating from one to three, where one – is the lack of substitute products, two – is on the market with a low share, and three – the presence of high market shares. If you get one score, then the threat level is low if the two – medium...

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Alin Trodden - author of the article, editor
"Hi, I'm Alin Trodden. I write texts, read books, and look for impressions. And I'm not bad at telling you about it. I am always happy to participate in interesting projects."

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