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Porter Forces

In: Business and Management

Submitted By susanawan
Words 1117
Pages 5
5 Forças de Porter – Caso prático Hotel_Agencia

PODER NEGOCIAL DOS CLIENTES (agencia)

Um grande volume de vendas é canalizado para um número reduzido de clientes (Just.: número de produtos a serem vendidos é maior que número de potenciais compradores)
Os clientes têm um grande número de alternativas onde efectuar as suas compras (Just.: existem outros balcões e meios online de concorrência )
Os produtos que vendemos representam uma parte significativa nos custos dos clientes
(Just.: verifica-se, hoje em dia, um grande gasto em turismo e actividades de lazer, fazendo com que potenciais clientes pernoitem no destino)
Os clientes têm grande facilidade em trocar de fornecedor
(Just.: Devido ao elevado número da concorrência, balcões e online)
Os clientes têm grande informação sobre os produtos que vendemos
(Just.: o consumidor, hoje em dia, está muito bem informado e o acesso às informações é cada vez mais “acessível”)
Os clientes são muito infiéis
(just.: o fácil acesso às informações, leva ao consumidor ser mais confiante a mudar de local de compra, que posteriormente leva à perda na fidelização do mesmo face a um produto ou fornecedor
De 20 a 24 Pontos - O poder negocial é inteiramente dos clientes.
De 13 a 19 Pontos - O poder negocial é equilibrado.

4 - inteiramente aplicável
3 - aplicável
2 - aplicável por vezes
1 - inteiramente falso
4

3

2

1

4

3

2

1

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3

2

1

4

3

2

1

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Total 21
Poder negocial é inteiramente

5 Forças de Porter – Caso prático Hotel_Agencia

dos clientes
De 6 a 12 Pontos - O poder negocial dos clientes é muito reduzido.
PODER NEGOCIAL DOS FORNECEDORES

4 - inteiramente aplicável
3 - aplicável
2 - aplicável por vezes
1 - inteiramente falso

Um grande volume de matérias -primas é fornecido por um número 4 reduzido de fornecedores
(Just.: As matérias-primas utilizadas de acordo com a dimensão do alojamento ou empresa hoteleira)
Um grande volume de equipamentos é fornecido por um número reduzido 4 de fornecedores
(Just.: Equipamentos utilizados são variados e podem ser fornecidos por diversos fornecedores, existem porém excepções, que somente específicos fornecedores conseguiram satisfazer as necessidades do negócio)
Um grande volume de matérias subsidiárias é fornecido por um número 4 reduzido de fornecedores
(Just.: Matérias subsidiárias utilizad as podem ser variadas e podem ser fornecidos por diversos fornecedores, existem porém excepções, que somente específicos fornecedores conseguiram satisfazer as necessidades do negócio)
De 11 a 12 Pontos - O poder negocial é inteiramente dos fornecedores.
De 7 a 10 Pontos - O poder negocial é equilibrado.
De 3 a 6 Pontos - O poder negocial dos fornecedores é muito reduzido.

3

2

1

3

2

1

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2

1

Total 7
Poder negocial é equilibrado

5 Forças de Porter – Caso prático Hotel_Agencia

AMEAÇA DE PRODUTOS SUBSTITUTOS

4 - inteiramente aplicável
3 - aplicável
2 - aplicável por vezes
1 - inteiramente falso

Existem produtos noutros sectores que podem vir a satisfazer as 4 necessidades dos clientes do nosso sector
(Just.: Substituível casas de arrendar, porém o serviço fornecido é totalmente diferente mas serve para o mesmo efeito, o cliente pernoita no destino sem estar na sua própria casa)
De 4 Pontos - A ameaça de entrada é muito forte. Os produ tos actuais irão ser substituídos no curto prazo.
De 3 Pontos - A ameaça de entrada é moderada.

3

2

1

Total 3
A ameaça de entrada é moderada De 1 a 2 Pontos - Os produtos actuais continuam por mais algum tempo a satisfazer as necessidades dos consumidores.
AMEAÇA DE NOVOS CONCORRENTES

4 - inteiramente aplicável
3 - aplicável
2 - aplicável por vezes
1 - inteiramente falso

Existem áreas de mercado não exploradas
4
(Just.: Para este sector, nem todas as áreas de mercado estão exploradas, segmento de negócios e de puro lazer são os principais segmentos de mercado até agora registados)

3

2

1

5 Forças de Porter – Caso prático Hotel_Agencia

O montante de investimentos necessários para iniciar a actividade é baixo
(Just.: O montante de investimentos para iniciar uma unidade hoteleira de alojamento é bastante alta)
Os novos concorrentes conseguem com relativa facilidade boas condições negociais com os fornecedores
(Just.: vai depender muito dos fornecedores, do produto e dos próprios concorrentes e do seu tempo na concorrência, mas totalmente aplicável)
Os novos concorrentes conseguem com relativa facilidade captar clientes dos seus concorrentes
(Just.: de acordo com a estratégia negocial dos mesmos)
Os novos concorrentes conseguem com relativa facilidade ser competitivos em custos
(Just.: Custos podem ser iguais, mas englobar mais vantagens para o próprio cliente)
Os novos concorrentes conseguem com relativa facilidade colocar os seus produtos nos canais de distribuição
(Just.: com as enumeras formas de divulgação, especialmente por vias web, qualquer entidade poderá ser um potencial concorrente)
As taxas de rentabilidade nos últimos 3 anos têm sido atractivas
(Just.: De acordo com as taxas de ocupações anuais da empresa, com registo médio de 91% de ocupação, sem dividas pendentes e em vias de expansão, é possível dizer que a taxa de rentabilidade da mesma nos últimos anos têm sido positivas)
De 23 a 28 Pontos - É previsível a entrada de novos concorrentes no curto prazo. De 15 a 22 Pontos - A ameaça de entrada é moderada.

4

3

2

1

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2

1

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Total 19
A ameaça de entrada é

5 Forças de Porter – Caso prático Hotel_Agencia

moderada
De 7 a 14 Pontos - Não é previsível a entrada de novos concorrentes no curto prazo.
RIVALIDADE ENTRE OS CONCORRENTES EXISTENTES

A sazonalidade de procura provoca instabilidade no sector
(Just.: estando localizado numa zona central da capital, numa localidade cheia de negócios, a sazonalidade não é um problema para esta unidade hoteleira) A capacidade instalada dos fornecedores é superior à procura
(Just.: de acordo com numero da concorrência existente arredores da unidade hoteleira em questão, e o fluxo de procura existe para a mesma área, a capacidade vai bastante de acordo com os mesmos)
Os concorrentes são muitos e equilibrados
(Just.: são bastantes os concorrentes e todos eles em equilíbrio com esta unidade hoteleira, sem grandes competiti vidades actuais)
O aumento das vendas é fundamental para se ser competitivo no se gmento
(Just.: com custos fixos constantes, sem prejuízos registados, e taxa uma taxa de ocupação mensal bastante elevada de 91%, um aumento de vendas de momento não é justificável)
De 14 a 16 Pontos - A intensidade concorrencial do mercado é muito elevada. De 9 a 13 Pontos - A intensidade concorrencial é moderada.
De 4 a 8 Pontos - A intensidade concorrencial é muito baixa.

4 - inteiramente aplicável
3 - aplicável
2 - aplicável por vezes
1 - inteiramente falso
4

3

2

1

4

3

2

1

4

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2

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Total 19

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...deciding whether to switch career and become a farmer – he's always loved the countryside, and wants to switch to a career where he's his own boss. He creates the following Five Forces Analysis as he thinks the situation through: Figure 2 - Porter's Five Forces Example - Buying a Farm This worries him: The threat of new entry is quite high: if anyone looks as if they're making a sustained profit, new competitors can come into the industry easily, reducing profits. Competitive rivalry is extremely high: if someone raises prices, they'll be quickly undercut. Intense competition puts strong downward pressure on prices. Buyer Power is strong, again implying strong downward pressure on prices. There is some threat of substitution. Unless he is able to find some way of changing this situation, this looks like a very tough industry to survive in. Maybe he'll need to specialize in a sector of the market that's protected from some of these forces, or find a related business that's in a stronger position. Key Points: Porter's Five Forces Analysis is an important tool for assessing the potential for profitability in an industry. With a little adaptation, it is also useful as a way of assessing the balance of power in more general situations. It works by looking at the strength of five important forces that affect competition: Supplier Power: The power of suppliers to drive up the prices of your inputs. Buyer Power: The power of your customers to drive down your prices. Competitive...

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