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Chapter 2: Marketing Environment Back To Chapter

2.4: 5 Forces Model - Application

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5 Forces Model - Application

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2.3: 5 Forces Model - Concept

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2.5: Competitor Analysis

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Conducting a five-forces analysis involves identifying and evaluating factors influencing each of the five forces.

Here's the five forces model applied to Southwest Airlines,

The threat of new entrants seems low because of regulatory hurdles and brand recognition. However, market growth and accessible aircraft financing mitigate these barriers, resulting in a moderate threat.

The bargaining power of suppliers seems significant. Boeing and Airbus are the leading aircraft suppliers. But Southwest's large orders make it a low threat.

The bargaining power of buyers is substantial. Customers have numerous options and can easily switch to competitors. It impacts pricing, resulting in a high threat.

The threat of substitutes includes alternatives like cars or trains, particularly for short distances. It's a moderate threat.

The intensity of competitive rivalry is significant, with intense competition from players like Delta, American, and United Airlines. The threat is high.

In conclusion, the airline industry faces substantial threats, requiring Southwest to monitor, strategize, and use marketing to sustain its competitive position.

2.4: 5 Forces Model - Application

Analyzing each force in Porter's Five Forces model provides insights into a company's competitive strategy and its ability to navigate industry challenges and opportunities.

Here's a step-by-step guide on how to conduct a Five Forces analysis:

Analyze Rivalry among Existing Competitors:
1. Assess the number and strength of competitors.
2. Consider factors such as market concentration, industry growth, differentiation, and exit barriers.
Evaluate the Threat of New Entrants:
1. Examine barriers to entry, such as economies of scale, brand loyalty, capital requirements, and government regulations.
2. Assess the likelihood of new companies entering the market.
Assess the Bargaining Power of Buyers:
1. Evaluate factors like the volume of purchases, standardization of products, and the importance of each buyer to the business.
2. Determine the impact buyers can have on prices and terms.
Evaluate the Bargaining Power of Suppliers:
1. Assess factors such as the number of available suppliers, the uniqueness of their products, and the importance of each supplier to the industry.
2. Consider the impact of supplier power on costs and terms.
Analyze the Threat of Substitute Products or Services:
1. Identify potential substitutes and assess their availability, quality, and prices.
2. Consider factors that might drive customers to choose alternatives.

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