Porter's 5 Forces EXPLAINED | B2U | Business To You
Summary
TLDRIn diesem Video erklärt Lars Porters fünf Kräfte, ein Analysewerkzeug zur Bewertung der Wettbewerbsintensität in Branchen. Er diskutiert die fünf Kräfte: den Wettbewerb unter bestehenden Konkurrenten, die Bedrohung durch neue Eindringlinge, die Bedrohung von Ersatzprodukten, die Verhandlungsposition von Lieferanten und die von Käufern. Lars verwendet die Luftfahrtindustrie als Beispiel, um die Auswirkungen dieser Kräfte auf die Branchenattraktivität und die langfristige Profitabilität zu veranschaulichen. Das Video zeigt, wie Unternehmen diese Kräfte nutzen können, um Strategien zu entwickeln und ihre Wettbewerbsposition zu stärken.
Takeaways
- 😀 Michael Porters fünf Kräfte sind ein strategisches Analyseinstrument, das die Wettbewerbsintensität und die langfristige Profitabilität einer Branche bestimmt.
- 🔍 Die fünf Kräfte umfassen den Wettbewerb unter bestehenden Wettbewerbern, die Bedrohung durch Neuzugänge, die Bedrohung durch Ersatzprodukte oder -dienstleistungen, die Verhandlungsposition der Lieferanten und die Verhandlungsposition der Käufer.
- 🚀 Der Hauptzweck des Modells ist es, die Ursachen für die Rentabilität in einer Branche zu evaluieren und diese als Grundlage für strategische Entscheidungen zu nutzen.
- ✈️ Im Luftfahrtsektor ist der Wettbewerb unter den bestehenden Wettbewerbern hoch, da es viele gleich große und mächtige Unternehmen gibt, die für Marktanteile kämpfen.
- 🚀 Die Bedrohung durch Neuzugänge im Luftfahrtsektor ist gering, da hohe Einstiegshürden wie Kapitalanforderungen und Lizenzen bestehen.
- 🛒 Die Bedrohung durch Ersatzprodukte ist für die Luftfahrtindustrie mittel bis hoch, da alternative Verkehrsmittel wie Züge oder Autos zur Verfügung stehen.
- 🛫 Die Verhandlungsposition der Lieferanten im Luftfahrtsektor ist hoch, da die Branche stark von Treibstoff und Flugzeugen abhängig ist, deren Preise von globalen Märkten bestimmt werden.
- 🎟 Die Verhandlungsposition der Käufer ist hoch, da Kunden leicht zwischen verschiedenen Fluggesellschaften wechseln können, um günstigere Tickets zu finden.
- 💡 Unternehmen können die von Porter beschriebenen Kräfte beeinflussen, indem sie ihre Abhängigkeit von Lieferanten reduzieren oder ihre Produkte von denen der Wettbewerber differenzieren.
- 🌟 Porters fünf Kräfte sind nicht nur ein Werkzeug zur Bewertung einer Branche, sondern auch ein Instrument, um strategische Maßnahmen für die Zukunft zu entwickeln.
Q & A
Was sind Porters fünf Kräfte?
-Porters fünf Kräfte sind ein strategisches Analyse-Framework, das die Wettbewerbsintensität einer Industrie bestimmt und somit ihre Anziehungskraft und langfristige Gewinnpotenzial beeinflusst.
Wer hat das Konzept der fünf Kräfte veröffentlicht?
-Michael Porter, einer der Begründer der Geschäftsstrategie, veröffentlichte das Konzept 1979 in einem Artikel namens 'How competitive forces shape strategy'.
Was ist das Ziel von Porters fünf Kräfte?
-Das Hauptziel von Porters fünf Kräfte ist es, die Ursachen für die Rentabilität in einer Industrie zu bewerten und die Faktoren zu identifizieren, die diese beeinflussen.
Was versteht man unter der Rivalität unter bestehenden Wettbewerbern?
-Die Rivalität unter bestehenden Wettbewerbern bezieht sich auf die Intensität des aktuellen Wettbewerbs im Marktplatz, wie z.B. durch die Anzahl und Stärke der Konkurrenten, die Branchengewachstumsrate und die Produktunterschiede.
Was sind Barrieren zur Marktteilnahme und wie wirken sie sich auf die Bedrohung durch neue Einsteiger aus?
-Barrieren zur Marktteilnahme sind Hürden, die es neuen Unternehmen schwer machen, einer Branche beizutreten. Sie können durch wirtschaftliche Skalen, Kundenloyalität, hohe Kapitalanforderungen, fehlende Erfahrung, politische Faktoren oder begrenzten Zugang zu Vertriebskanälen entstehen.
Wie beeinflusst die Bedrohung durch neue Einsteiger die Profitabilität einer Industrie?
-Die Bedrohung durch neue Einsteiger kann die Profitabilität verringern, indem sie den Wettbewerb erhöhen, den Druck auf Preise und Kosten erhöhen und die notwendigen Investitionen für den Wettbewerb erhöhen.
Was sind Ersatzprodukte und wie wirken sie sich auf die Wettbewerbsintensität einer Industrie aus?
-Ersatzprodukte sind Produkte, die denselben oder ähnlichen Funktionen wie die Produkte einer Industrie erfüllen, aber auf verschiedene Weise. Sie erhöhen die Möglichkeit, dass Kunden zu Alternativen wechseln, was die Wettbewerbsintensität erhöht.
Wie hoch ist die Bedrohung durch Ersatzprodukte in der Luftfahrtindustrie?
-Die Bedrohung durch Ersatzprodukte in der Luftfahrtindustrie kann als mittel bis hoch angesehen werden, da es viele Alternativen für den Transport gibt, wie z.B. Züge oder Autos, und zukünftige Technologien wie die Hyperloop-Konzepte.
Was versteht man unter dem Verhandlungskraft von Lieferanten?
-Die Verhandlungskraft von Lieferanten misst, wie viel Einfluss die Lieferanten eines Unternehmens auf die Preisgestaltung oder Qualität der gelieferten Güter oder Dienstleistungen haben können.
Wie beeinflusst die Verhandlungskraft von Kunden die Profitabilität eines Unternehmens?
-Die Verhandlungskraft von Kunden kann die Profitabilität eines Unternehmens verringern, indem sie bessere Qualität verlangen, die Kosten in die Höhe treiben oder den Preis kontrollieren.
Wie hoch ist die Verhandlungskraft von Kunden in der Luftfahrtindustrie?
-Die Verhandlungskraft von Kunden in der Luftfahrtindustrie ist hoch, da sie schnell über verschiedene Fluggesellschaften vergleichen und wechseln können, ohne wesentliche Wechselkosten zu haben.
Was sind die möglichen Maßnahmen, die ein Unternehmen ergreifen kann, um die Auswirkungen von Porters fünf Kräften zu verringern?
-Ein Unternehmen kann Maßnahmen wie die Standardisierung von Komponenten, Investition in Produktentwicklung zur Differenzierung, Aufbau von Barrieren zur Marktteilnahme durch Marketing oder die Schaffung von Kundenloyalitätsprogrammen ergreifen, um die Auswirkungen von Porters fünf Kräften zu verringern.
Outlines
📚 Einführung in Porters fünf Kräfte
Dieser Absatz stellt Porters fünf Kräfte als strategisches Framework vor, das von Geschäftsleuten, Studenten und PraktikerInnen weit verbreitet ist. Lars, der Sprecher, erklärt, dass das Framework entwickelt wurde, um die Wettbewerbsintensität in einer Branche zu analysieren und die langfristige Profitabilität zu bestimmen. Es umfasst fünf grundlegende Kräfte: den Wettbewerb zwischen bestehenden Wettbewerbern, die Bedrohung durch neue Einsteiger, die Bedrohung durch Ersatzprodukte oder -dienstleistungen, die Verhandlungsposition der Lieferanten und die Verhandlungsposition der Käufer. Lars betont, dass das Verständnis dieser Kräfte entscheidend für das Schaffen von Strategien ist und verwendet den Flugverkehrssektor als Beispiel, um die Dynamik zwischen Wettbewerb und Profitabilität zu veranschaulichen.
🚀 Wettbewerb und Einstiegshemmnisse
In diesem Absatz wird auf die Intensität des Wettbewerbs und die Barrieren für neue Einsteiger eingegangen. Ein hoher Wettbewerb führt zu Preissenkungen und erhöhten Werbekosten, was die Profitabilität verringert. Barrieren für neue Einsteiger, wie hohe Kapitalanforderungen oder Lizenzierungsanforderungen, können den Wettbewerb reduzieren. Im Flugverkehrssektor sind diese Barrieren hoch, was die Anzahl der neuen Einsteiger begrenzt, aber Liberalisierungen und Finanzierungsmöglichkeiten haben den Einstieg für Low-Cost-Carrier wie Southwest Airlines oder Ryanair erleichtert. Die Bedrohung durch Substitution wird ebenfalls diskutiert, wobei Ersatzprodukte die Kunden von Flugreisen abhalten können, insbesondere wenn es alternative Verkehrsmittel wie High-Speed-Züge gibt.
🛫 Macht der Lieferanten und Käufer
Dieser Absatz konzentriert sich auf die Macht der Lieferanten und Käufer im Flugverkehrssektor. Die Verhandlungsposition der Lieferanten ist hoch, da die Fluggesellschaften von wenigen großen Anbietern wie Boeing und Airbus abhängig sind, die Preise und die Qualität ihrer Produkte beeinflussen können. Die Verhandlungsposition der Käufer ist ebenfalls hoch, da Kunden leicht zwischen verschiedenen Fluggesellschaften wechseln können, um die besten Angebote zu finden. Die Internet-Plattformen wie Skyscanner und Expedia haben die Macht der Käufer gestärkt, indem sie Preisvergleiche und Angebote erleichtern. Fluggesellschaften können diese Macht durch Kundenbindungsprogramme oder durch Produkt- und Dienstleistungsdifferentiation reduzieren.
🛍 Strategische Handlungsmöglichkeiten
Lars schlägt vor, dass Unternehmen die von Porter beschriebenen Kräfte nicht nur analysieren, sondern auch beeinflussen können. Er gibt Beispiele wie die Standardisierung von Komponenten, um von mehreren Lieferanten zu kaufen, oder die Investition in Produktentwicklung, um von Wettbewerbern abzuheben. Die视频中还提到,尽管 diese Maßnahmen kurzfristig Kosten verursachen, sie helfen langfristig, die Profitabilität des Unternehmens zu schützen. Der Absatz endet mit einem Aufruf an die Zuschauer, sich anzumelden, um weitere Geschäftskonzepte zu lernen, und bietet die Möglichkeit, Vorschläge für zukünftige Videos im Kommentarbereich zu machen.
Mindmap
Keywords
💡Porters fünf Kräfte
💡Wettbewerbsintensität
💡Rivalität
💡Eintrittsbedingungen
💡Substitutprodukte
💡Verhandlungskraft von Lieferanten
💡Verhandlungskraft von Kunden
💡Strategische Aktionen
💡Branche
💡Wettbewerbskräfte
Highlights
Porter's Five Forces is a strategic framework that helps analyze industry structure and competitive intensity.
The framework was introduced by Michael Porter in 1979 to broaden the view of competition beyond direct rivals.
The Five Forces model includes rivalry among existing competitors, threat of new entrants, threat of substitutes, bargaining power of suppliers, and bargaining power of buyers.
Rivalry among existing competitors is influenced by factors like the number and size of competitors, industry growth rate, and product differentiation.
High rivalry can lead to aggressive advertising and price wars, negatively impacting profit margins.
The threat of new entrants is determined by barriers to entry, such as economies of scale, brand loyalty, and capital requirements.
The airline industry has a high barrier to entry due to significant upfront investments and regulatory requirements.
Substitutes can fulfill the same underlying customer need as industry products, posing a threat to existing businesses.
The threat of substitutes in the airline industry is considered medium to high due to alternatives like trains and the potential of new technologies like Hyperloop.
The bargaining power of suppliers is high in the airline industry, particularly for fuel and aircraft, which are subject to external market fluctuations.
Buyers' bargaining power in the airline industry is significant due to easy price comparisons and low switching costs.
Understanding the Five Forces can help companies develop strategic actions to mitigate competitive pressures.
Companies can influence the Five Forces by standardizing components, investing in product development, and enhancing brand awareness.
The ultimate goal of using the Five Forces model is to protect and enhance a company's long-term profitability.
The Five Forces model is not just for evaluating industry attractiveness but also for shaping competitive strategy.
The framework encourages businesses to be proactive in managing competitive forces rather than being passive victims of industry conditions.
Transcripts
Porter's five forces a strategy
framework that probably every business
students and practitioner has heard
about but do you also know how to use it
properly
today you will be finding it out because
I'm going to tell you everything you
need to know about Porter's five forces
my name is Lars and welcome to a new
episode of business to you in 1979
Michael Porter one of the founding
fathers of business strategy published
an article called how competitive forces
shape strategy in this article he argued
that we often view competition way too
narrowly and as a solution came up with
five basic forces that together shape
the industry structure and determine the
competitive intensity of an industry in
the end these forces affect the long
term profit potential in an industry and
therefore its attractiveness we will
come back to that in a second because
we're talking about competitive forces
the Five Forces model can be considered
an external analysis framework similar
to pestle however as explained in my
previous video on PESTEL analysis it is
important to make a distinction between
the macro environment and the task
environments or meso environments do you
remember how the macro environment
contains factors that have a one-way
effect on organizations and a task
environment on the other hand contains
factors that are in a direct contact
with the focal company they interact
with each other Porter's five forces
falls within this latter category and
includes the following five forces
rivalry among existing competitors
threat of new entrants the threat of
substitute products or services the
bargaining power of suppliers and the
bargaining power of buyers before we go
into each force separately it is
important to understand that the main
purpose of this model is to evaluate the
root causes of profitability in an
industry true to competitive forces
porter dev force draws a connection
between competition on the one hand and
profitability on the other hand if
competitive forces in an industry are
high or intense the profit potential of
a firm in that specific industry will
decrease as you will be seeing in this
video each of the five forces are able
to affect the profit potential in the
industry both positively and negatively
we will be illustrating this dynamic
relationship between competition and
profitability throughout this video with
some examples from the airline industry
let's start off with the middle section
of the framework this force of the Five
Forces model examines how intense the
current competition is in the
marketplace this is for example
determined by the number and size of
existing competitors the industry growth
rate product differentiation between
rivals and exit barriers rivalry is for
example high when there are a lot of
competitors that are roughly equal in
size and power when the industry is
growing slowly which increases the fight
for market share and when competitors
are not much differentiated from each
other resulting in products and services
that are nearly identical
in addition rivalry will be more intense
when barriers to exit are high forcing
companies to remain in the industry even
though profit margins are declining
these barriers to exit can for example
exist due to long term loan agreements
and high fixed costs when rivalry is
high competitors are likely to actively
engage in advertising and price wars
which can seriously hurt a business
bottom line let's look at this more
closely
if direct competitors fight for market
share and decide to battle each other by
dropping the prices profit margin will
decrease
moreover they might decide to spend more
money on advertising raising the costs
and again decreasing the profit margin
when looking at the airline industry we
see that the industry is extremely
competitive
because of several reasons which include
the vast amount of players that are
active in the industry the fact that the
industry itself is very stagnant in
terms of growth at the moment and the
high fixed costs that result in too high
barriers to exit in addition many
players in industry are similar in size
leading to extra fierce competition
between those firms taken altogether it
can be said that rivalry among existing
competitors in the airline industry is
high threat of new entrants new entrants
in an industry bring new capacity and
the desire to gain market share that put
pressure on prices costs and the rate of
investments necessary to compete simply
said you will have to share the pie with
more players the seriousness of the
threat depends on the barriers to entry
in a certain industry the higher these
barriers the smaller the chance that
more players will enter the playing
field and the smaller the treads for
existing rivals examples of barriers to
entry are the needs of economies of
skill high customer loyalty for existing
brands large capital requirements the
need for cumulative experience
government policies and limited access
to distribution channels if new
competitors enter the industry existing
players might need to increase their
investments in product development or
marketing in order to stay ahead of the
game
this will increase costs and lower the
profit margin or in order to prevent new
competitors from entering existing
players might decide to lower prices in
order to scare off new competitors again
this will decrease the profit margin the
threat of new entrants in the airline
industry can be considered mininum it
takes quite some upfront investments to
start an airline company moreover new
entrants need access to flight routes
licenses insurances distribution
channels and other qualifications that
are not easy to obtain when you're new
to the industry furthermore it can be
expected
existing players have built up a large
base of experience over the years to cut
costs and to increase service levels a
new entrant is likely to not have this
kind of expertise therefore creating a
competitive disadvantage right from the
start however due to the liberalisation
of mark Texas and the availability of
leasing options and external finance
from banks investors and aircraft
manufacturers new doors are opening for
potential entrants over the years many
low-cost carriers like Southwest
Airlines Ryanair and easyJet have
successfully entered the industry by
introducing innovative cost-cutting
business models thereby shaking up
existing players like American Airlines
Lufthansa Delta Airlines and air
france-klm the threat of substitutes a
substitute product performs the same or
a similar function as an industry
product by a different means they
essentially fulfill the same underlying
need even though they may not look
identical on the surface they are
therefore easy to overlook the existence
of these products alone increases the
possibility that customers switched to
alternatives in order to discover these
alternatives you should look beyond
similar products that are branded
differently by competitors instead every
product that serves a similar need for
customers should be taken into account
energy drinks like Red Bull for instance
are usually not considered competitors
of coffee brands such as Nespresso or
Starbucks
however since both coffee and energy
drinks fulfill a similar need that is
staying awake or getting energy
customers might be willing to switch
from one to another if they feel that
the prices increase too much in either
coffee or energy drink the number of
substitutes the willingness of customers
to substitute and the relative price
performance of substitute products are
therefore factors that determine the
total threat of substitute products
since substitute products can lure
customers away companies need to take
actions to stay more attract
and prevent their product from becoming
replaced or obsolete they can for
example lower the prices which will also
lower the profit margin they can spend
more money on advertising which
increases the costs or they can invest
heavily in product upgrades or
additional services that will give
customers an incentive to stay again
this will increase the costs and lower
the profit margin in terms of the
airline industry it is safe to say that
the general need of customers is to
travel of course there are many
alternatives for travelling besides
going by airplane depending on the
urgency and the distance customers could
take the train or go by car especially
in Asia it is very common to make use of
high-speed trains such as bullet trains
for medium to long distance travelling
we see a similar tendency developing
within Europe furthermore the airline
industry might get some serious future
competition from the Hyperloop concept
in which passengers will be travelling
in capsules through a vacuum tube
reaching speed limits of 1,200
kilometers an hour taking this all
together the threat of substitutes in
the airline industry can be considered
at least medium to high now we enter the
horizontal section of the framework the
suppliers and the buyers this section is
basically illustrating a company's
supply chain let's start off with the
bargaining power of suppliers this force
analyzes how much power and control a
company's supplier has over the
potential to raise its prices or to
reduce the quality of purchased goods or
services which in turn would lower an
industry's profitability potential the
number and concentration of suppliers to
choose from are important factors in
determining supplier power the fewer
there are the more power they have
businesses are in a better position when
there are a multitude of suppliers
sources of supplier power also includes
the switching cost of companies in the
industry
the presence of available substitutes
the strengh
of their distribution channels and the
uniqueness or level of differentiation
in the product or service the supplier
is delivering the bargaining power of
suppliers in the airline industry can be
considered very high when looking at the
major inputs that airline companies need
we see that they are especially
dependent on fuel and aircrafts these
inputs however are very much affected by
the external environment over which the
airline companies themselves have little
control the price for aviation fuel is
for example subject to the fluctuations
in the global markets for oil which can
change wildly because of the
geopolitical and other factors in terms
of aircrafts only two major suppliers
exists Boeing and Airbus Boeing and
Airbus therefore have a substantial
bargaining power of the prices they
charge the bargaining power of buyers
this force analyzes to what extent
customers are able to put the company
under pressure by demanding better
quality they're right driving up costs
or exertion trol over price keep in mind
that buyers do not always have to be the
end consumer in case your business is a
manufacturing company buyers can be
other companies like retailers for
example customers have a lot of power
when they aren't many of them and when
the customers have many alternatives to
buy from moreover it should be easy for
them to switch from one company to
another buying power is low however when
customers purchase products in small
amounts act independently and when the
sellers product is very different from
any of its competitors the Internet has
allowed customers to become more
informed and therefore more empowered
customers can easily compare prices
online get information about a wide
variety of products and get access to
offers from other companies instantly
companies can take measures to reduce
buyer power by for example implementing
loyalty programs or by differentiating
their products and services bargaining
power of buyers in the airline industry
is
customers are able to check prices of
different airline companies fast through
the many online price comparison
websites such as Skyscanner and Expedia
in addition there aren't any switching
costs involved in that process customers
nowadays are willing to fly with
different carriers to and from their
destination as long as it lowers their
ticket price brand loyalty therefore
doesn't seem to be that high some
airline companies are trying to change
this with frequent flyer programs aimed
at rewarding customers that come back to
them from time to time now we have
looked at every force individually you
will notice that we start to get a
better picture of how competition in an
industry looks like and which of the
forces have the biggest impact on your
profit margin however Porter's five
forces is not just a tool to evaluate an
industry and determine whether an
industry is attractive or not do you
remember how the Five Forces are part of
the task environment causing them to be
in a direct contact with the focal
company this means that a company is
able to affect these forces similarly to
how these forces are able to affect your
company in other words you can do
something about it you can fight them
you can shape them understanding the
forces that shape industry competition
is the starting point for developing
strategy the model is therefore a great
tool to come up with strategic actions
on what to do in the future
imagine that you start to notice that
your dependency on one particular
supplier is increasing what you could do
is try to standardize the components
needed to create your products so that
you could choose from multiple suppliers
and switch more easily among them or if
you fear that your competitors will
start to enter price wars you could
invest more money in product development
in order to significantly differentiate
your products from those of your rivals
make sure that you offer features and
benefits that your competitors cannot
offer and you will have less chance that
you will be forced to cut prices as well
if you feel that new competitors might
enter the playing field you could raise
the barriers to entry by investing more
into marketing this will enhance your
brand awareness and scare off entrance
because of the high costs needed to
overcome that brand awareness even
though these actions involve costs in
the short term it will help you to
protect your company's profitability in
a long term because that in the end is
the purpose of strategy if you like
business-related stuff and want to learn
more business frameworks feel free to
subscribe to not miss out on any of our
future videos and if you have any
suggestion on what to cover in the
future please let me know in the comment
section down below thanks for watching
and as always don't forget alone we are
smart
together we are brilliant see you next
time
[Music]
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