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Porters Model

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PROJECT MANAGEMENT
[BBA 615]

PORTER’S FIVE FORCES MODEL
ON SONY CORPORATION

PORTER’S FIVE FORCE ANALYSIS CONSUMER ELECTRONICS INDUSTRY

[pic]

1. THREAT OF NEW ENTRANTS - LOW

➢ Economies of Scale

➢ Product Differentiation

➢ Capital Requirements

➢ Switching Costs

➢ Technology, Know-how and Innovation

➢ Government Policy

2. BARGAINING POWER OF BUYERS -HIGH

• Products are fairly undifferentiated

• Buyers face few switching costs

• Online shopping has increased the bargaining power of buyers

• Buyers are price sensitive and demand high quality

3. BARGAINING POWER OF SUPPLIERS - LOW

• Big global supply chain management

(Suppliers are not concentrated)

• Suppliers are forced to cut their prices or go out of business

• Direct negotiation with suppliers in order to encourage:

• Reliable supply

• Faster delivery

• Lower prices

• Many OEMs start to produce their own components in-house

4. RIVALRY AMONG EXISTING COMETITORS - HIGH

➢ Numerous and rather equally balanced competitors.

➢ Short product life-cycle

➢ High R & D costs

➢ Lack of differentiation or switching costs

➢ Imitation of technology

➢ Counterfeit products

➢ Low profit margins

➢ High exit barriers

Threat of Substitute Products

• There are few substitutes from other industries, if any.

• Most of them seem to be obsolete or have one foot out of door.

← For example:

• Digital Camera in the place of Film

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