Michael Porter y las 5 fuerzas
Summary
TLDREn este programa de 'I Company', Alex Calderon explora el análisis de factores clave antes de abrir una empresa utilizando el modelo de las cinco fuerzas de Michael Porter. Se discuten la intensidad de la competencia, la amenaza de nuevos competidores, el poder de negociación de clientes y proveedores, y la presencia de productos sustitutos, para entender mejor el sector industrial y maximizar las posibilidades de éxito.
Takeaways
- 😀 Antes de abrir una empresa, es crucial analizar factores importantes para el éxito en el mercado.
- 🏭 El modelo de las cinco fuerzas de Michael Porter es una herramienta clave para entender la dinámica de un sector industrial.
- 🤝 La fuerza de la competencia actual y potencial es un aspecto fundamental a considerar, ya que influye en la intensidad del mercado.
- 📈 La tasa de crecimiento del sector industrial es un indicador clave para evaluar las oportunidades de mercado disponibles.
- 💼 La necesidad de capital para entrar en un sector puede ser un factor determinante en la facilidad o dificultad de acceso.
- 🏗️ Las barreras de entrada y salida son importantes para evaluar la atracción de un sector, ya que afectan la competencia y la viabilidad de la empresa.
- 🛒 La potencia de negociación de los clientes puede influir en los precios y en la estrategia de la empresa.
- 🛍️ La diferenciación de los productos es un factor clave para reducir la influencia de los clientes y mantener la competitividad.
- 🛠️ La potencia de negociación de los proveedores puede afectar el costo de los insumos y, por ende, el precio final del producto.
- 🔄 La presencia de productos sustitutos en el mercado puede aumentar la competencia y forzar a las empresas a competir en términos de precio.
- 📚 Antes de iniciar una empresa, es esencial investigar y comprender profundamente el sector en el que se operará para maximizar las posibilidades de éxito.
Q & A
¿Quién es el presentador del programa?
-El presentador del programa es Alex Calderón.
¿Cuál es el objetivo del programa 'I company'?
-El objetivo del programa 'I company' es aprender a analizar algunos factores importantes antes de abrir una empresa.
¿Qué modelo se utilizará para el análisis en el programa?
-Se utilizará el modelo de las cinco fuerzas de Michael Porter, de la Harvard Business School.
¿Cuáles son las cinco fuerzas que se analizarán según el modelo de Michael Porter?
-Las cinco fuerzas son: la intensidad de la competencia, el poder de negociación de los clientes, el poder de negociación de los proveedores, la amenaza de productos sustitutos y el potencial de nuevos competidores.
¿Qué se debe observar al analizar la intensidad de la competencia?
-Se debe observar cuánta competencia existe en un sector industrial, el nivel de crecimiento del sector, si los productos son estandarizados o diferenciados, y si la competencia se basa en una guerra de precios.
¿Qué factores se deben analizar para evaluar la amenaza de nuevos competidores?
-Se deben analizar las barreras de entrada, como el capital necesario, el nivel de diferenciación del producto, las economías de escala, la curva de aprendizaje, las tecnologías utilizadas y las subvenciones gubernamentales.
¿Qué es una barrera de salida y por qué es importante considerarla?
-Una barrera de salida es un obstáculo que dificulta dejar el sector industrial, como activos especializados, barreras emocionales o restricciones gubernamentales. Es importante considerarla para evaluar la facilidad de salir del mercado si no se puede competir eficazmente.
¿Qué da poder a los clientes en un sector industrial?
-El poder de los clientes puede derivarse de su nivel de concentración, su conocimiento sobre el sector y los productos, la estandarización de los productos y la amenaza de integración hacia atrás.
¿Qué factores determinan el poder de los proveedores?
-El poder de los proveedores depende del número de proveedores en el sector, la disponibilidad de productos sustitutos, la importancia de la empresa como cliente, y la diferenciación de los productos de los proveedores.
¿Cómo afecta la cantidad de productos sustitutos a la competencia en un sector industrial?
-Una mayor cantidad de productos sustitutos aumenta la competencia y puede forzar a las empresas a competir basándose en estrategias de precios, lo cual no es conveniente para las empresas.
¿Qué se debe hacer antes de abrir una empresa según el programa?
-Se debe analizar, informar e investigar el sector industrial en el que se va a operar para manejar más información y tener mayores posibilidades de éxito.
Outlines
🔍 Introducción al modelo de las cinco fuerzas de Michael Porter
Alex Calderon introduce el programa de 'I Company' donde se analizarán factores cruciales antes de abrir una empresa, usando el modelo de las cinco fuerzas de Michael Porter. Se destacan las cinco fuerzas: intensidad de la competencia, poder de los proveedores, poder de los clientes, amenaza de productos sustitutos y potencial de nuevos competidores. La comprensión de estas fuerzas es esencial para evaluar las posibilidades de éxito en un mercado determinado.
🏗️ Barreras de entrada y su impacto en la competencia
Calderon explica las barreras de entrada, cruciales para determinar la facilidad con que nuevas empresas pueden ingresar a un sector industrial. Factores como el capital necesario, la diferenciación del producto, las economías de escala, la curva de aprendizaje y las tecnologías utilizadas pueden actuar como barreras de entrada. Las barreras de salida también son importantes y pueden incluir activos especializados, barreras emocionales y restricciones gubernamentales.
💼 Poder de negociación de los clientes y proveedores
Se aborda el poder de negociación de los clientes, quienes pueden influir en la reducción de precios dependiendo de su concentración y acceso a información. La diferenciación del producto y la amenaza de integración hacia atrás también son factores clave. Respecto a los proveedores, su poder aumenta si son pocos, si no hay muchos sustitutos disponibles, si los productos son diferenciados y si la empresa no es un cliente importante para ellos. La presencia de productos sustitutos también intensifica la competencia.
⚖️ Resumen del modelo y su aplicación
Calderon concluye resaltando la importancia de analizar las cinco fuerzas de Porter antes de abrir una empresa. Este análisis permite entender mejor el sector industrial, las posibles amenazas y oportunidades, y cómo manejar la información para aumentar las posibilidades de éxito. La comprensión detallada de cada fuerza es crucial para tomar decisiones informadas sobre la viabilidad y estrategias comerciales de una nueva empresa.
Mindmap
Keywords
💡Fuerzas de Porter
💡Potencia de los clientes
💡Potencia de los proveedores
💡Productos sustitutos
💡Nuevas competiciones
💡Sector industrial
💡Barreras de entrada
💡Barreras de salida
💡Economías de escala
💡Diferenciación de productos
💡Curva de aprendizaje
Highlights
Introducción del programa y el anfitrión Alex Calderon.
Importancia de analizar factores antes de abrir una empresa.
Modelo de las cinco fuerzas de Michael Porter como herramienta de análisis.
Primera fuerza: nivel de intensidad de la competencia en un sector industrial.
Definición de sector industrial como un grupo de empresas que venden productos sustitutivos.
Importancia de observar el nivel de crecimiento del sector industrial.
Efecto de los productos estandarizados en la competencia basada en precios.
Segunda fuerza: amenaza de nuevos competidores y análisis de barreras de entrada y salida.
Factores que influyen en las barreras de entrada, como el capital necesario y la diferenciación del producto.
Economías de escala como barrera de entrada.
Importancia de la curva de aprendizaje y las tecnologías utilizadas.
Barreras emocionales y restricciones gubernamentales como barreras de salida.
Tercera fuerza: poder de negociación de los clientes.
Factores que dan poder a los clientes, como la concentración geográfica y el acceso a información.
Cuarta fuerza: poder de negociación de los proveedores.
Importancia de la cantidad de proveedores y la existencia de productos sustitutos.
Factores que dan poder a los proveedores, como la diferenciación de sus productos.
Quinta fuerza: cantidad de productos sustitutos en un sector industrial.
Impacto de los productos sustitutos en la competencia y la estrategia de precios.
Importancia de investigar y analizar el sector industrial antes de abrir una empresa.
Transcripts
Hello my Name Is Alex Calderon
In this program of "I company" we will learn to analyze some interesting factors before opening a company
That is, many times we start a business
Without having the slightest idea about what we are going to face
We must observe for example what is the bargaining power of customers
What is the bargaining power of suppliers
We are going to learn from what we should evaluate about the potential of new customers
For this we will use a model
Of the Harvard Business School, Michael Porter
About his model of the five forces
So we started
Well, the michael porter model offers the analysis of five forces
And we can analyze them here, we can see the level of intensity
Of the competition, the power that can have the suppliers of an industrial sector
We can observe the power that customers can have in an industrial sector
We can see the power that substitute products can have and how it can affect that industrial sector
And we can see the potential for new competition
So let's analyze each one of them
We will see the first level of intensity of competition
When we talk about the intensity of competition we refer
How much competition exists in an industrial sector
What is an industrial sector?
Is a group of companies that sell substitute products to each other
We must see how much competition we are going to face
Ie high or low competition can be observed
To see what possibilities we have of success in the market
We must also observe the level of growth of the industrial sector
Or the level of market growth
If we are likely to be able to take advantage of a piece of cake from that market share for my company
If the industrial sector is slow, it will be more difficult to face the competition
Because there will be a much more intense luca
I must also observe whether the products sold by the competition are standardized
Means that they are little differentiated
And when competition is based on standardized products
Competition will be based solely on a price war
And as a company I do not want to be able to face the price war
Before a greater competition that can handle better economies
We must observe the aspects in this force
To understand the level of intensity of competition
And is one of the five forces of michael porter offers us
When we analyze the intensity of competition
We analyze the current competition
However what about the new competition
What is the threat of new competitors in the future
For this we must analyze the next force of michael porter
And it is through the analysis of barriers of entry
And exit barriers
In terms of entry barriers there are a number of factors that we must analyze
Factors that protect the industrial sector
The first "capital"
When we open a company, we say how much capital I need to open a company
If the capital is quite high we say I can not enter to compete in that industrial sector
But if the capital I need is low as I can enter to compete in that industrial sector
And not only I, I can enter many other company
For example if I open a fruit sales business, how much capital do I need
Possibly one hundred dollars
Then I can say how easy it is to enter the industrial sector
But as it is easy for me it will also be easy for others
Then the entry barriers are weak
But if it is a company where the capital I need is one hundred thousand dollars
Of half a million dollars, not anyone will be able to compete in this industrial sector
Therefore we can say that the entry barriers are strong
I agree strong barriers to entry to prevent new competition coming in the future
That other factors can be analyzed to say that there is a strong entry barrier
The level of differentiation of the product
That is to say that I need so much, so that I can differentiate myself to compete with the other competition
In this case when the products are well differentiated or positioned in the me...
Because it will definitely allow to be an entrance barrier
It is not the same that I come with my unknown brand, to face a well-known brand
In that I find it more difficult to cover more market
Then it would be a second barrier
Other barriers that we could analyze are the economies of scale
If I enter an industrial sector
And in this industrial sector there is competition whose volumes of product are much higher
I will know that your operating costs are going to be low
They will be able to sell at a low cost which I will not be able to compete with them
Then economies of scale become an entry barrier
Which other aspects I must analyze in terms of barriers to entry
The learning curve
How difficult it is to learn the operation of that type of market
In that sense it can also be considered as an entry barrier
The technologies used by competition can be an entry barrier
Or government subsidies
If subsidies exist to this industrial sector, it will be very difficult to be able to compete against it
When we talk about barriers to entry, we must make sure that barriers to entry are di- licile
They are going to be difficult for me to be able to enter but also it will be difficult for another
I also have to analyze the exit barriers
That is to say how easy I can get out of the industrial sector if I reach the conclusion that I can not compete with this competition
And for that I must analyze what can be these exit barriers
One of them may be specialized Assets
That is, when I open a company I must buy a fairly expensive machine
With a fairly high price
If I leave the market and I want to sell my company, it will be very difficult to be able to get rid of that machine
Therefore it will be a very complicated exit barrier
That other barriers I can consider, Emotional barriers
How difficult it is to get out of the industrial actor when you get in touch with the company
It's difficult when you get busy with your brand, so many years of operation
That makes it difficult to get out of this industrial sector
And many continue in the industrial sector even though it is not a profitable business
What other aspects
Government restrictions
Many times there may be government restrictions that prevent us from closing our company
Because that would mean higher unemployment
There are other factors that could be considered as exit factors
We have two entry barriers exit barriers
Well in this matrix we can observe four quadrants
Which combines input barriers and output barriers
We can observe the high and low entrance barriers, and the high and low exit barriers
The best combination are those where the entrance barriers are high are diiciles
And exit barriers are low or easy
That makes a certain industrial actor if it is attractive for my company
The third force that offers us michael porter is the bargaining power of customers
That is to say that they have so much power to put pressure on my company or on the industrial sector
Down the price
For this I must identify several factors
Number one, how concentrated are the customers in their geographic area
As that allows you to get together to organize and push down prices
Number two that are so crowded are the customers about the industrial sector
About the prices about the product about the competition
Even through the power of the internet, we can say that it gives power to customers
As they can now compare how they could not do it for ten years
We must also analyze whether it is a sector where products are standardized
That gives the client more power
Because they can compare and have a diversity of options
While if my product is differentiated, that will not allow them to be able to switch to a new supplier
Because they will only find the characteristics of the product in my company
Another factor that we can analyze is the threat to backward integration
That is to say that so concentrated can be made the clients or organized to be able to open a company that is my competition
Each of these factors we must analyze them to see
To see how much power customers can have later on
So it is one of the forces that we must keep in mind
Within the industrial sector there are also suppliers
And these can exert a power towards the price increase
That is to say that through the pressure that they can exert
Your company, my company will be obliged to pay a higher price
For the final product we are buying, or for the input or raw materials
That we use in the production process
Which is what gives power to a provider
In the first place if they are few
Ie if the number of suppliers in an industrial sector is quite small
Because they will be able to organize and exert a pressure towards the price to the rise
It is important that we identify how many suppliers will exist
In that industrial sector
It is important to be able to identify it
Number two so many substitutes we can get from that provider
If a supplier does not want to sell us, or sets a very high price
That both we can find options in the market as a substitute in the inputs or in the final product
To the extent that there are more inputs that reduces the power of suppliers
and vice versa
Insofar as they have less inputs, ie less substitutes for them
Definitely they will have much more power
Another actor that gives them power if your company or my company is not an important customer for suppliers
If so, they will set a higher price because we do not care
We do not belong to its eighty twenty, we do not belong to its main customers
And therefore they will set a high price and it will not matter what we establish
Another factor that we must take into account if the products of the supplier are dierenciados
Since if your products are differentiated, we will not be able to find a substitute
Immediately
We are going to have to do what they set
We are going to have to meet the prices that they offer us
Because their products are very differentiated
And if we replace them with another
Definitely that will change the quality of our products
This is what gives power to suppliers and we must take it into account
When opening a company
Definitely this can give certain limitations to the now to operate in our market
The fifth force offered by michael porter
Is the quantity of substitute products in an industrial sector
Definitely have more substitute products
That will make there a much more intense competition
And force us to compete based on a pricing strategy
Which is not convenient for us
These are the five forces that michael porter offers us
Which we must take into account before opening a company
We must analyze, inform, investigate the industrial sector in which we are going to operate
This will allow us to handle more information and have greater chances of success
I'm Alex Calderon And this is me company
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