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Topic:- Michael Porter’s Five Forces Model

Porter's Five Forces Framework

Porter's Five Forces is a widely used framework for analyzing the competitive structure of an
industry. It helps to identify the competitive environment and profitability of an industry, as
well as the attractiveness of the industry for potential new entrants. The framework was
introduced by Michael E. Porter, a Harvard Business School professor, in 1979 and has since
become a cornerstone of business strategy.
Porter's five forces refers to a framework that examines the level of competition within an
industry by analyzing five key forces: the threat of new entrants, the bargaining power of
suppliers, the bargaining power of buyers, the threat of substitute products or services, and
the intensity of competition.
Let's take the example of the airline industry:
 the threat of new entrants is low due to the high capital requirements needed to
enter the market, such as the cost of purchasing aeroplanes and building
infrastructure;
 the bargaining power of suppliers, such as aeroplane manufacturers, can be high
due to the limited number of suppliers in the industry;
 the bargaining power of buyers, such as individual customers or travel agencies, can
also be high due to the availability of information on prices and services
 the threat of substitute products, such as train travel, can be moderate, while the
intensity of competitive rivalry is typically high due to a large number of competitors
in the industry.
By analyzing these five forces, companies can develop a better understanding of the
competitive dynamics of the industry and make strategic decisions accordingly.
Porter's Five Forces Model

Porter's Five Forces model is a business tool used to analyze the competitive environment of
an industry. The model looks at five key elements that impact a company's competitive
position within its industry.
The five main forces that makeup Porter's five forces model are:
1. Threat of new entrants
2. Bargaining power of suppliers
3. Bargaining power of buyers
4. Threat of substitutes
5. Competitive rivalry
1. Threat of new entrants
New entrants to the market can threaten your own sales volume and market share. The harder
it is to enter the market the easier it is to maintain a market position.
Examples of entry barriers include:
 Cost of entry,
 Brand loyalty,
 Government policies,
 Specialist knowledge.
For example, in the Smartphone industry, there are high barriers to entry due to the high cost
of research and development, manufacturing, and marketing. This has allowed established
players like Apple and Samsung to maintain a dominant market position.
2. Bargaining power of Suppliers
Bargaining power of suppliers is the ability of suppliers to influence the prices and quality
of the goods and services they provide. When there are few suppliers, and a product is new or
specific, it might be difficult and expensive for a company to switch suppliers.
Factors determining the power of suppliers:
 Number of suppliers,
 Size of suppliers,
 Uniqueness of the product or service,
 Suppliers' ability to substitute,
 Switching costs.
Example of the bargaining power of suppliers: In the automobile industry, there are only a
few major tire manufacturers, giving them significant bargaining power over car producers.
This can lead to higher prices for tires and lower profits for car producers.
3. Bargaining power of buyers
Bargaining power of buyers is the ability that customers have to drive prices lower or higher.
Buyers' power is high when there are few large players and proportionally many suppliers. If
many sources are available, buyers may shop around for other materials or supplies which
may include a risk of losing a key client.
Factors determining the power of buyers:
 Number of customers,
 Order size,
 Differences between competitors,
 Buyers' ability to substitute,
 Price sensitivity,
 Information availability.
Example of bargaining power of buyers: Large retailers like Walmart have significant
bargaining power over suppliers due to their size and purchasing power. This can lead to
lower prices for products and lower profits for suppliers.
4. Threat of Substitutes
Most products can be substituted by their alternatives, not necessarily in the same
category. This is known as the threat of substitutes.
Threat of substitutes depends on the following factors:
 availability of substitutes
 price of substitutes
 type of good (for example, necessities, luxury goods, comfort product)
Example of threat of substitutes: In the beverage industry, water is a substitute for soda and
other sugary drinks. As concerns about health and wellness have increased, more people have
switched to water.
5. Competitive Rivalry
The type of competition can vary depending on the balance of the competitive
relationship. The competitive rivalry is high when there are numerous competitors because
then consumers can easily switch to competitors offering similar products or services. Similar
size companies are likely to be fiercer than when there are large and small companies. It is
also worth keeping an eye on the market growth as a growing market allows both companies
to grow in sales and a stagnant market means that a market steal is required.
Therefore, it is important to know your competitors:
 Number of competitors,
  Quality differences,
 Concentration of industry,
 Brand loyalty,
 Market growth.
Example of competitive rivalry: In the fast food industry, there are many competitors that
offer similar products and services. To differentiate themselves, companies like McDonald's
and Burger King have engaged in intense advertising and promotional campaigns to attract
customers and gain market share.
Porter's Five Forces Example
Porter used the airline industry example to explain his concepts. We will use fast food
industry as an example of Porter's five forces analysis.
1. Threat of new entrants: The fast food industry has relatively low barriers to entry, as
it doesn't require significant capital investment or technical expertise to start a fast
food restaurant. However, established players like McDonald's, Burger King, and
Wendy's have significant economies of scale and brand recognition, which can make
it difficult for new entrants to gain a foothold in the market.
2. Bargaining power of suppliers: The fast food industry is highly dependent on a few
key suppliers, such as food distributors, meat producers, and soft drink companies.
This gives these suppliers significant bargaining power over fast food companies. For
example, if a meat producer were to raise prices, it could significantly impact the
profitability of fast food restaurants that rely on that supplier.
3. Bargaining power of buyers: Fast food customers have a high degree of bargaining
power, as they can easily switch to a competitor or substitute product if they are
dissatisfied with the prices or quality of the food. Additionally, consumers are
increasingly demanding healthier and more sustainable food options, which can put
pressure on fast food companies to change their menus.
4. Threat of substitute products or services: The fast food industry faces significant
competition from other types of restaurants, such as casual dining and fast casual
restaurants. Additionally, many consumers are choosing to cook at home or order
food delivery, which can also impact the sales of fast food companies.
5. Intensity of competitive rivalry: The fast food industry is highly competitive, with
many players vying for market share. Companies like McDonald's, Burger King, and
Wendy's engage in intense advertising and promotional campaigns to attract
customers and gain market share. Additionally, the rise of fast casual restaurants like
Chipotle and Panera Bread has increased competition in the industry.

Strength and weakness of Porter's five forces

Porter's five forces model helps businesses see the competitive landscape of their industry
and identify potential opportunities and threats. However, like any tool, it has its strengths
and weaknesses.
Strengths of Porter's five forces:
 Comprehensive analysis: Porter's Five Forces analysis covers a wide range of factors
that impact the competitive environment of an industry.
 Easy to use: The model is relatively easy to use and can be applied to a wide range of
industries and businesses.
 Helps identify who holds the power in the industry: By analyzing the bargaining
power of suppliers and buyers, as well as the threat of new entrants and substitutes,
businesses can gain insights into who holds the power in the industry and make more
informed strategic decisions.
  Helps identify opportunities and threats: By analyzing the competitive dynamics of
an industry, businesses can gain insights into potential opportunities and threats,
allowing them to make more informed strategic decisions.
Weaknesses of Porter five are:
 Limited scope: The model focuses primarily on the external factors that impact
industry and doesn't consider internal factors like company culture, management, or
resources.
 Static analysis: Porter's Five Forces analysis is a snapshot in time and doesn't take
into account changes in the industry or wider business environment.
 Can be subjective: The analysis can be influenced by the biases and perspectives of
the person conducting the analysis, leading to potentially inaccurate results
 Challenging for diversified businesses: The model is less effective for businesses
with a wide portfolio of products and services, as the competitive dynamics can vary
significantly across different segments of the business.

Advantages Disadvantages
 Comprehensiveness
 Limited scope
 Easy to use
 Static analysis
 Identifies who hold the power in
 Can be subjective
the industry
 Challenging for businesses with a
 Identifies opportunities and
diversified product portfolio
threats

Porter's Five Forces - Key Takeaways

 Porter's Five Forces is a framework that examines the level of competition within an
industry by analyzing five key forces.
 Porter's five forces are competitive rivalry, new entrants, power of buyers, power of
suppliers and threat of substitutes.
 The purpose of Porter's Five Forces analysis is to help businesses understand the
competitive dynamics of their industry and make more informed strategic decisions.
 Strengths of Porter's five forces include comprehensiveness, ease of use, it identifying
who hold the power in the industry and opportunities and threats
 Weaknesses of Porter's five forces include limited scope, static analysis, subjectivity.