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Porter's Five Forces Framework Lernen beginnen
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is a method for analyzing competition of a business. Threat of new entrants, Threat of substitutes, Bargaining power of customers, Bargaining power of suppliers, Competitive rivalry
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New entrants put pressure on current organizations within an industry through their desire to gain market share. The threat of new entrants is particularly intense if they are diversifying from another market as they can leverage existing expertise, cash flow and brand identity as it puts a strain on existing company's profitability. This in turn puts pressure on prices, costs and the rate of investment needed to sustain a business within the industry.
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A substitute product uses a different technology to try to solve the same economic need. tap water is a substitute for Coke, but Pepsi is a product that uses the same technology (albeit different ingredients) to compete head-to-head with Coke, so it is not a substitute. Examples of substitutes are meat, poultry, and fish; landlines and cellular telephones; airlines, automobiles, trains, and ships; beer and wine;
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Bargaining power of suppliers Lernen beginnen
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Suppliers of raw materials, components, labor, and services to the firm can be a source of power over the firm when there are few substitutes Suppliers may refuse to work with the firm or charge excessively high prices for unique resources. If you are making biscuits and there is only one person who sells flour, you have no alternative but to buy it from them.
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Bargaining power of customers Lernen beginnen
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customers put pressure on industry regarding the prices customer's sensitivity to price changes
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intensity of competitive rivalry, Having an understanding of industry rivals is vital to successfully marketing a product for example: Competition between online and offline organizations Positioning depends on how the public perceives a product and distinguishes it from competitors‘. An organization must be aware of its competitors' marketing strategies and pricing and also be reactive to any changes made.
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Porter's generic stategies Lernen beginnen
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competing on price, differentiating products and services by offering something not offered by competitors, focusing on a niche market
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products that sell well with another product, or make it easier to buy or use complementors were later added as a sixth force for example computer software and hardware
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Strategic marketing objectives Lernen beginnen
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are set in terms of which products to sell in which markets
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Igor Ansoff - matrix of strategic marketing objectives existing markets, tego chyba nie bedze Lernen beginnen
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existing products: focus on increasing brand loyality of existing customers and attracting new ones new products: developing new products for existing customers, especially where companies' strengths depend on a close relationship with these customers
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Igor Ansoff - matrix of strategic marketing objectives new markets, tego chyba nie bedze Lernen beginnen
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existing products: persuade customers in different market segments or geographical regions to buy the company's existing products new products: developing new products for new markets, this is the most risky strategy, as the company has to move outside its core competencies to acquire new skills and invest new resources
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is the relative power of parties in a situation to exert influence over each other. If both parties are on an equal footing in a debate, then they will have equal bargaining power, such as in a perfectly competitive market, or between an evenly matched monopoly and monopsony.
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lack of energy; lack of desire or ability to move or change
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the action of making somebody do something that they do not want to do, using force or threatening to use force
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this represents the personal stake that underlies someone's desire to maintain or influence an action personal interest
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the situation as it is now, or as it was before a recent change existing situation
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variable - in a management context Lernen beginnen
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a situation, number or quantity that can vary or be varied
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a state of balance, especially between different forces or influences
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strict work rules Lernen beginnen
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