1. PORTER’s FIVE FORCEs MODEL
PREPARED BY:
AMITANSHU SRIVASTAVA

2. INTRODUCTION
• The Five Forces model of Porter is an outside-in
business unit strategy tool that is used to make an
analysis of the attractiveness (value...) of an industry
structure.
• It captures the key elements of industry competition.

3. PORTER’s FIVE FORCEs MODEL
Potential
entrants
Threat of
new entrants
Bargaining power Industry competitors
of suppliers
Suppliers Buyers
Rivalry among Bargaining power
existing firms of buyers
Threat of
substitutes
Substitute
products

4. PORTER’s FIVE FORCEs MODEL
Threat of
Threat of New
New
Entrants
Entrants

5. Threat of New Entrants
Economies of Scale
Barriers to Product Differentiation
Entry
Capital Requirements
Customer Switching Costs
Access to Distribution Channels
Government Policy
Expected Retaliation

6. PORTER’s FIVE FORCEs MODEL
Threat of
Threat of New
New
Entrants
Entrants
Bargaining
Power of
Suppliers

7. Bargaining Power of Suppliers
Suppliers are likely to be powerful if:
Suppliers exert
power in the Supplier industry is dominated by a few
firms
industry by:
Suppliers’ products have few substitutes
* Threatening to raise
prices or to reduce
Buyer is not an important customer to
quality supplier
Powerful suppliers
Suppliers’ product is an important input to
can squeeze
buyers’ product
industry
profitability if firms Suppliers’ products are differentiated
are unable to
Suppliers’ products have high switching
recover cost
costs
increases

8. PORTER’s FIVE FORCEs MODEL
Threat of
Threat of New
New
Entrants
Entrants
Bargaining Bargaining
Power of Power of
Suppliers Buyers

9. Bargaining Power of Buyers
Buyer groups are likely to be powerful if:
Buyers compete with
Buyers are concentrated
the supplying industry
by:
Purchase accounts for a significant fraction of
supplier’s sales
Products are undifferentiated * Bargaining down prices
Buyers face few switching costs * Forcing higher quality
Buyer presents a credible threat of backward * Playing firms off of
integration
each other
Buyer has full information

10. PORTER’s FIVE FORCEs MODEL
Threat of
Threat of New
New
Entrants
Entrants
Bargaining Bargaining
Power of Power of
Suppliers Buyers
Threat of
Substitute
Products

11. Threat of Substitute Products
Keys to evaluate substitute products:
Products with improving
price/performance tradeoffs
relative to present industry
Products with
products
similar
function limit
the prices
firms can Example:
charge
Electronic security systems in place
of security guards
Fax machines in place of overnight
mail delivery

12. PORTER’s FIVE FORCEs MODEL
Threat of
Threat of New
New
Entrants
Entrants
Bargaining Bargaining
Rivalry Among
Power of Power of
Competing Firms in
Suppliers Buyers
Industry
Threat of
Substitute
Products

13. Rivalry Among Existing Competitors
Intense rivalry often plays out in the following
ways:
Using price competition
Staging advertising battles
Increasing consumer warranties or service
Making new product introductions
Occurs when a firm is pressured or sees an
opportunity
Price competition often leaves the entire industry worse off
Advertising battles may increase total industry demand, but may
be costly to smaller competitors

14. Coca-cola
• Traditional competition:
 Prices of Pepsi, local brands
 Market share
 Promotional actions of competition
• New entrants:
 New “look-a-like” manufacturers
• Substitute products:
 Fashionable new drinks, milk drinks, coffee, beer, ...

15. Coca-cola
• Suppliers:
 Price and availability of ingredients on world market
 Quality speed safety, traceability, flexibility of supply
chain
• Buyers/consumers:
 High as a result of intense competition both among
branded and unbranded products.
 Combined purchase power of shops, bars, supermarkets

16. Competitive Advantage
• The Competitive Advantage model of Porter learns that
competitive strategy is about taking offensive or defensive
action to create a defendable position in an industry, in order
to cope successfully with competitive forces.
• Companies can combat the pressure of the five forces and
create competitive advantages.
• There are 2 basics types of Competitive Advantage :
 Cost leadership (low cost)
 Differentiation

17. Strengths of five forces
model:
 The model is strong tool for competitive analysis at
industry level.
 It provides useful input for performing a SWOT
analysis.

18. Limitations
• Inside-out strategy is ignored (core competence)
• It does not cope with synergies and interdependencies
within the portfolio of large corporations (parenting
advantage)
• The environments which are characterized by rapid,
systemic and radical change require more flexible, dynamic
or emergent approaches to strategy formulation (disruptive
innovation)
• Sometimes it may be possible to create completely new
markets instead of selecting from existing ones (blue ocean
strategy)