Notes: Five Forces of Competition
The Five Forces of Industry Competition
If these forces are intense, almost no company earns an attractive return on investment. If forces are weak, many companies can become profitable in the industry.
Any strategist should check to make sure the industry structure is healthy by analyzing these five forces.
Understanding this structure is the key to strategic positioning.
How The Five Forces Can Shape Your Business
Customers can drive down prices by playing your business against a rival.
Suppliers can constrain your profits by increasing their prices. Especially if there are few alternatives.
New entrants can drive up the investment required for a business to stay in the game.
Substitute products can lure customers away.
Rivals can produce a more preferable product.
By analyzing all five competitive forces you gain a complete picture of what’s driving profits in your industry.
Position Your Company Where Forces are Weakest
Example: A heavy-truck manufacturer chose to focus on a customer group where the competitive forces were weakest: individual truck drivers who own their own truck.
Customers weren't pricing sensitive. They cared about quality since they owned their own trucks.
The heavy-truck brand had become seen as a status symbol in the industry. Owning one of their trucks was a sign of pride.
The brand developed luxury features for their customers.
Reshape Forces in Your Favor
Neutralize supplier power by standardizing specifications for parts so your company can switch more easily between suppliers.
To counter customer power, expand your offering so it’s harder for customers to leave you for a rival.
To stop price wars, invest more heavily in products that are differentiated significantly from competitors offerings.
To stop new entrants, elevate fixed costs of competing, for instance, by increasing R&D expenditures.
To limit substitutes, offer better value through wider product accessibility.
Example: Soft drink producers did this by offering vending machines.
Seven Major Barriers to Entry
1. Supply-side economies of scale.
These arise when companies that product at large volumes get lower costs of production per unit because they can spread fixed costs over more units, employ more efficient tech, or company better terms from suppliers.
2. Demand-side benefits of scale
Also known as network effects. When a customers willingness to pay increases with the number of buyers in the network.
3. Customer Switching Costs
Fixed costs a buyer must face if they switch products or services because they may have to alter product specs, retain employees, modify processes, etc.
The need to invest large financial resources in a business in order to compete may stop new entrants.
5. Incumbency Advantages independent of Size
Incumbents may have quality advantages not available to other rivals that stem from things like proprietary technology, preferential access to raw materials, established brand identities, etc.
6. Unequal Access to Distribution Channels
A new entrant in the food market must figure out how to displace other products from the supermarket shelf via price breaks, promotions, intense selling efforts.
7. Restrictive Government Policy
The government can limit or even foreclose on entrants through licensing requirements and restrictions. Think liquor, airlines.
Suppliers capture more value for themselves by charge higher prices, limiting quality, or shifting costs to industry participants.
A supplier group is powerful if:
It’s more concentrated than the industry it sells to.
Microsoft in operating systems coupled with the fragmentation of PC assemblers.
The supplier does not depend heavily on the industry for revenue.
Industry participants face switching costs when changing suppliers.
Suppliers offer products that are differentiated.
There are no substitutes for what the supplier provides.
Suppliers can credibly move forward into the market. They can enter if producers are making more money than themselves.
Industry Analysis in Practice
Good analysis looks rigorously at structural underminings of an industry.
For example, the time horizon. Are changes, cyclical or temporary.
3-5 years is a good time horizon. though it may be more in different industries.
The point is to understand the underpinnings of competition and the root of profitability.
The strength of competitive forces effects price, costs, the investment required to compete. Thus, forces are tied directly to income statements.
Good industry analysis doesn’t just list pluses and minuses. It sees the industry in overall systemic terms.
Powerful customers can capture more value for themselves by driving down prices, demanding higher quality, and generally playing industry suppliers off each other.
A customer group has negotiating power if:
There are few buyers, or each buys purchases in large enough volume that a supplier gets a significant amount of business from one customer.
The industries products are standardized or undifferentiated.
Buys face few switching costs.
Buyers can integrate backward (start producing everything in house).
A buyers group is price sensitive if:
The product it purchases represents a significant fraction of its cost structure. Buyers are likely to shop around for the best price.
The buy group earns low profits, strapped for cash, or under pressure to trim purchasing costs.
Quality of buyers products or services is little affected by the industry’s product.
The industry’s product has little effect on the buyers other costs.
The Threat of Substitutes
A substitute does the same or similar function as an industry’s product by different means.
Video conferencing is a substitute for travel.
Plastic is a sub for aluminum.
When the threat of subs is high the industry profitability is low.
Subs place a ceiling on prices.
The threat of substitutes is high if:
It offers an attractive price-performance tradeoff.
ex: long distances telephone services have suffered from cheap internet-based calling.
The buyers cost of switching to a substitute is low.
Changes in other industries may change substitute threat in your current industry.
Improvement for plastic allowed a sub for steel and aluminum.
Rivalry Among Existing Competitors
Takes many forms including
The intensity of a rivalry is greatest if:
Competitors are numerous or roughly equal in power.
Industry growth is slow. Usually precipitates fights for power or market share.
This arises because of highly specialized assets
Devotion to a specific business
Rivals are highly committed to the business and want leadership.
Especially if they have goals that go beyond economic performance in a particular industry.
Firms can’t read each other’s signals well.
The rivalry is especially destructive to profitability if it gravitates solely to price because this transfers profitability directly onto the customer.
Price competition is most likely if:
Products or services are nearly identical.
Fixed costs are high and margins are low.
Capacity must be expanded in large increments to be efficient.
Think of long and recurring periods of overcapacity.
The product is perishable and must be moved off the shelf.
Five competitive forces are important because it determines the industries long-run profitability and how much of it will be given away to rivals, customers, suppliers, new entrants, and substitutes.
Implications for Strategy
Understanding the forces that shape and industry is the starting point for developing a strategy.
Every company should know and the industry’s profitability and why it’s been changing over time.
The five forces reveal why industry profitability is what it is.
Where does the company stand versus buys, suppliers, entrants, rivals, and substitutes?
Allows you to better position the company to deal with current forces and anticipate shifts, or shaping forces.
Strategy can be viewed as building defenses against the competitive forces or finding a position in the industry where the forces are weakest.
Paccar (heavy-truck manufacturer) is an example. They knew their customers are less price sensitive and really care about quality and status.
Found a portion of an industry where the competitive forces are weaker and where it can avoid price rivalry.
Exploiting Industry Change
industry changes allow strategist to identify new opportunities in industries if they have a good understanding of the environment.
Think Apple with iTunes and iPod.
Major record labels have declined from 6 to 4 contrary to what people predicted (many record labels).
Shaping Industry Structure
A firm can lead its competitors toward new ways of competing.
Many participants may benefit, but innovator can benefit the most if competition shifts in the direction you need.
industry structure can be reshaped in two ways:
redividing profitability in favor of incumbents
starting point is to identify which force or forces are constraining industry profitability and address them. The goal is to reduce the share of profits that leak to suppliers, buyers, subs or entrants.
Expanding overall profit pool.
Defining the Relevant Industry
Many strategies fail by defining too broadly.
Boundaries of an industry consisting of two primary dimensions:
1. Scope of products or services
ex: is motor oil used in cars the same as the oil used in trucks?
Constrained by the state? Or national? International?
identify the participants and segments them into groups
Who are? (determine which are strong, weak and why?:
The buyers and buyer groups?
Suppliers and supplier groups?
Determine Overall Industry Structure and Test Analysis
Why is the level of profitability what it is?
Which are the controlling forces for profitability?
Is the industry analysis consistent with actual long-run profitability?
Are more profitable players better positioned in relation to the five forces?
Analyze recent and likely future changes in each force both positive and negative.
Aspects of an industry that might be changed by competitors, entrants, or your company.