In the following week, I learned about Porter's Five Forces : Analyzing The Competition. Analyzing your competition is one of the best ways to identify threats to your business and figure out how to address them. Knowing who your competition is, how their actions will affect you (and in what ways) is critical to your bottom line and future planning. Whether you are a Fortune 500 company or a small, local business, competition has a direct influence on your success.
1. Competitive Rivalry
This force examines
how intense the competition currently is in the marketplace, which is
determined by the number of existing competitors and what each can do. Rivalry
competition is high when there are just a few businesses equally selling a
product or service, when the industry is growing and when consumers can easily
switch to a competitor's offering for little cost. When rivalry competition is
high, advertising and price wars can ensue, which can hurt a business's bottom
line.
2. Bergaining
Power of Supplies
This force analyzes
how much power a business's supplier has and how much control it has over the
potential to raise its prices, which, in turn, would lower a business's
profitability. In addition, it assesses the number of suppliers available: The
fewer there are, the more power they have. Businesses are in a better position
when there are a multitude of suppliers.
3. Bergaining Power of Customers
This force examines
the power of the consumer and their effect on pricing and quality. Consumers
have power when there aren't many of them but there are plentiful sellers, as
well as when it is easy for customers to switch from one business's products or
services to another's. Buying power is low when consumers purchase products in
small amounts and the seller's product is very different from any of its
competitors.
4. Threat of New Entrants
This force considers
how easy or difficult it is for competitors to join the marketplace in the
industry being examined. The easier it is for a competitor to join, the greater
the risk of a business's market share being depleted. Barriers to entry include
absolute cost advantages, access to inputs, economies of scale and
well-recognized brands.
5. Threat of Substitute Products or Service
This force studies
how easy it is for consumers to switch from a business's product or service to
that of a competitor. It looks at the number of competitors, how their prices
and quality compare to the business being examined and how much of a profit
those competitors are earning, which would determine if they can lower their
costs even more. The threat of substitutes is informed by switching costs, both
immediate and long-term, as well as a buyer's inclination to change.