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Arnold Busck

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Submitted By Arifasif96
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Porters Brancheanalyse

Truslen fra købere:
Køberne til cigaretter er primært supermarkeder, og større kæder som 7/11. Sekundært er der også små kiosker og lignende.
Flere og flere supermarkeder slår sig sammen, for at være stærkere overfor producenten. Dette er også tilfældet med cigaretter, da netop flere og flere kæder slår sig sammen og derfor er de også stærkere overfor producenten.
Derfor er truslen fra købere stor. Det er den fordi, at hvis producenten mister en kæde som købere, kan de hurtigt miste op til 20 % af salget.

Truslen fra udbydere af substituerende produkter:
Substituerende produkter for Premium cigaretter: Discount Cigaretter, El-cigaretten, Hjemme rullet cigaretter, snus, cigarer, cigarutter, Nikotin produkter som plaster, tyggegummi og inhalator osv.
De nærmeste substituerende vare for Premium cigaretten er discount cigaretten eller hjemme rullet for hvis det er at en køber ikke har råd eller ikke kan få fat på Premium cigaretter køber de i stedet discount cigaretter eller ruller selv. Det er sjældent at kunder så går direkte hen til for eksempel snus eller nikotin produkter.
Truslen er ikke særlig høj da ryger sjældent skifter cigaret mærke.

Truslen for leverandører:
For leverandørerne er der ikke nogen stor forhandlingsstyrke, i forhold til om der er få eller slet ingen, substituerende varer, da der er forholdsvis mange substituerende varer, selvom nogle vare ikke er tætte substituerende.
Køberens betydning for leverandøren er meget stor, idet at der muligvis er mange mærker, men ikke er så mange producenter på markedet for cigaretter. Leverandøren af f.eks. tobak leverer jo ikke både til, Prince, Prince Golden Taste, Look, osv. men de leverer til deres samlede producent, som i dette tilfælde er British American Tobacco Denmark A/S.
Produktet er vigtigt for køberen, idet at der ikke kommer nogen cigaretter, hvis der ikke bliver leveret nogle råvarer til producenten.
I forhold til hvor mange leverandører der kan levere den pågældende vare, kommer dette an på hvad ’den pågældende vare’ er, men da cigaretter er en meget udbredt varer, går vi i vores gruppe også ud fra at der derfor er mange leverandører på de forskellige produkter, som f.eks. tobak, filtrer, osv

Truslen fra nye udbydere:

Kapitalkrav:
Der er visse kapitalkrav, hvis man gerne vil starte sit eget brand inde for cigaretter. Især i vores branche som er de dyre cigaretter. Det kræver maskinværk som kan producere en masse cigaretter, og ligge dem i pakker og forsegle dem.

Produktdifferentiering: Vi vil mene at det er svært at komme ind på det dyre cigaret marked, fordi at det er svært at få folk til at skifte fra at ryge det ene, til det andet. Når man har vendet sig til at ryge et mærke, så er det dem man altid ryger, man køber ikke bare det der er nærmest. Rygere vil heller gå 5 min. Længere for at få de rigtige cigaretter, end at købe et andet produkt. Det er svært at overbevise en ryger der har vendet sig til at ryge Prince, om at begynde at ryge f.x Marlboro.
Prince har fx. Også deres slogan ”It takes 3 times longer to make a Prince”, hvilket betyder; at det tager 3 gange længere tid at lave Prince cigaretter som fx. Marlboro, dette er en måde Prince prøver at fremhæve at deres cigaretter er bedre kvalitet.

Adgang til distributionskanaler:
Vi tror det er meget svært at sætte et nyt mærke igang. Der er så mange forskellige cigaretter, og hvis der bliver lavet et nyt mærke nu, så er det her nye mærke nød til at erstatte et andet mærke, for at få plads i butikken, og hvem vil erstatte et mærke som folk kender og har tillid til med et nyt produkt ingen kender til? Det er det udfordringen er.

Omkostningsgevinst:
Omkostningsgevinsten spiller ikke en synderlig stor rolle, da denne brache ikke er noget hvor man hele tiden skal opdatere, og skal vide meget om hvad der foregår. Her der laver man sit produkt, og så håber man på at det bliver solgt.

Patenter:
Cigaret mærkerne inde for vores branche, har ikke patenter. Men det behøves heller ikke, da folk godt ved hvad der er ”originalt” og hvad der kom først.

Derfor er der meget høj trussel på dette marked.

Konkurrencesituationen for de etablerede virksomheder:
(Premium cigaretter)
Konkurrencen er høj, fordi der er mange forskelle mærker at vælge imellem. Selvom der ikke er særlige mange producenter der producere cigaretter, kan det enkelte mærke dog stadig godt tage et salg fra et andet mærke.
Flere af firmaerne opkøber cigaret mærke, f eks. er Prince blevet købt op af British American Tobacco Denmark. Jo flere mærke der bliver købt op jo, jo færre udbyder er der også. Det gør at konkurrencen på dette marked er høj.

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