Threat of entry
New entrants to an industry bring new capacity and a desire to gain market share
which puts pressure on prices, costs, and the rate of investment necessary to
compete. New entrants can leverage existing capabilities and cash flows to shake
up competition, as Pepsi did when it entered the bottled water industry, Microsoft
did when it began to offer internet browsers, and Apple did when it entered the
music distribution business. When the threat is high, current organizations must
hold down their prices or increase investment to deter (block) new competitors. For
example, low barriers in coffee retailing make Starbucks invest aggressively in
modernizing stores and menus. The threat of entry depends on the barriers to entry.
Entry barriers are advantages that incumbents have relative to new entrants;
economies of scale, benefits of scale, customer switching costs, capital
requirements, unequal access to distribution channels, and restrictive government
policies.
Powerful customers can capture more value by forcing down prices and demanding
better quality or more service. Buyers are powerful if they have negotiating
leverage relative to industry participants. A customer has negotiating leverage if
there are few buyers, the industrys products are standardized, and buyers can
credibly threaten to integrate backwards and produce the industrys product
themselves. A buyer group is price sensitive if the product represents a significant
fraction of its cost structure, the buyer group earns low profits, the quality of
buyers products or services is little affected by the industrys product, and the
industrys product has little effect on the buyers other costs.
Threat of substitutes