Porter five forces analysis

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1、PorterfiveforcesanalysisPorterfiveforcesanalysisisaframeworkforindustryanalysisandbusinessstrategydevelopmentformedbyMichaelE.PorterofHarvardBusinessSchoolin1979.Itderivesfiveforcesthatdeterminethecompetitiveintensityandthereforeattractivenessofamarket.Attractivenessinth

2、iscontextreferstotheoverallindustryprofitability.An"unattractive"industryisoneinwhichthecombinationofthesefiveforcesactstodrivedownoverallprofitability.Averyunattractiveindustrywouldbeoneapproaching"purecompetition",inwhichavailableprofitsforallfirmsaredriventonormalprof

3、it.Porterreferredtotheseforcesasthemicroenvironment,tocontrastitwiththemoregeneraltermmacroenvironment.Theyconsistofthoseforcesclosetoacompanythataffectitsabilitytoserveitscustomersandmakeaprofit.Achangeinanyoftheforcesnormallyrequiresabusinessunittore-assessthemarketpla

4、cegiventheoverallchangeinindustryinformation.Theoverallindustryattractivenessdoesnotimplythateveryfirmintheindustrywillreturnthesameprofitability.Firmsareabletoapplytheircorecompetencies,businessmodelornetworktoachieveaprofitabovetheindustryaverage.Aclearexampleofthisist

5、heairlineindustry.Asanindustry,profitabilityislowandyetindividualcompanies,byapplyinguniquebusinessmodels,havebeenabletomakeareturninexcessoftheindustryaverage.Porter'sfiveforcesincludethreeforcesfrom'horizontal'competition:thethreatofsubstituteproductsorservices,thethre

6、atofestablishedrivals,andthethreatofnewentrants;andtwoforcesfrom'vertical'competition:thebargainingpowerofsuppliersandthebargainingpowerofcustomers.Thisfiveforcesanalysis,isjustonepartofthecompletePorterstrategicmodels.Theotherelementsarethevaluechainandthegenericstrateg

7、ies.FiveforcesThreatofnewcompetitionProfitablemarketsthatyieldhighreturnswillattractnewfirms.Thisresultsinmanynewentrants,whicheventuallywilldecreaseprofitabilityforallfirmsintheindustry.Unlesstheentryofnewfirmscanbeblockedbyincumbents,theabnormalprofitratewilltrendtowar

8、dszero.Theexistenceofbarrierstoentry.Themostattractivesegmentisoneinwhichentrybarriersarehighandexitba