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External Influences - Porter's five forces, Determinants of intensity…
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Number of competitors in the market - Competitive rivalrly will be higher in an industry with many current potential competitors.
Market size and growth prospects - Competition tends to be most intense in slow growth or declining markets.
Product differentiation and brand loyalty - The greater the customer loyalty the less intense the competition, The lower the degree of product differentiation the greater intensity of price competition.
The power of buyers and the availability of substitutes - If buyers are strong and/or close substitutes are available, there will be more intense competitive rivalry.
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Cost structure of the industry - where fixed costs are a high percentage of costs then profits will be very dependant on volume, as a result there will be intense competition over market shares.
Exit barriers - If it is difficult or expensive to exit an industry, firms will remain thus adding to the intensity of competition.