porter 5 forces examples
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7/18/2019 Porter 5 Forces Examples
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Market TargetingPorters Five ForcesIn Action: SampleAnalysis of Coca-
Cola
hapter
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Copyright !"#! Pearson $%&cation' Inc( P&)lishing as Prentice *all Sli%e ! of !+
Coca-Cola
Since its intro%&ction in #,,' Michael PortersFive Forces has )ecome the %e factoframe.ork for in%&stry analysis( The /veforces meas&re the competitiveness of the
market %eriving its attractiveness( Thefollo.ing is a Five Forces analysis of The Coca-Cola Company in relationship to its Coca-Cola)ran%(
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Copyright !"#! Pearson $%&cation' Inc( P&)lishing as Prentice *all Sli%e 0 of !+
$ntry )arriers are relativelylo. for the )everage in%&stry:there is no cons&mers.itching cost an% 1ero
capital re2&irement( There isan increasing amo&nt of ne.)ran%s appearing in themarket .ith similar prices
than Coke pro%&cts Coca-Cola is seen not only as
a )everage )&t also as a)ran%( It has hel% a very
signi/cant market share for a
Threat of 3e. $ntrants4PotentialCompetitors
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Copyright !"#! Pearson $%&cation' Inc( P&)lishing as Prentice *all Sli%e 5 of !+
Threat of S&)stit&te Pro%&cts
There are many kin%s of energy %rinks4so%a46&ice pro%&cts in the market(Coca-Cola %oesnt really have anentirely &ni2&e 8avor( In a )lin% taste
test' people cant tell the %i9erence)e
t.een Coca-Cola an% Pepsi(
Me%i&m To *igh Press&reMe%i&m To *igh Press&re
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Copyright !"#! Pearson $%&cation' Inc( P&)lishing as Prentice *all Sli%e of !+
The ;argaining Po.er of ;&yers
The in%ivi%&al )&yer no press&re onCoca-Cola
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Copyright !"#! Pearson $%&cation' Inc( P&)lishing as Prentice *all Sli%e + of !+
The ;argaining Po.er of S&ppliers
The main ingre%ients for soft %rinkincl&%e car)onate% .ater' phosphoricaci%' s.eetener' an% ca9eine( Thes&ppliers are not concentrate% or
%i9erentiate%( Coca-Cola is likely a large' or the
largest c&stomer of any of theses&ppliers(
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7/18/2019 Porter 5 Forces Examples
7/7Copyright !"#! Pearson $%&cation' Inc( P&)lishing as Prentice *all Sli%e of !+
>ivalry Among $?isting Firms
C&rrently' the main competitor is Pepsi.hich also has a .i%e range of )everagepro%&cts &n%er its )ran%( ;oth Coca-Colaan% Pepsi are the pre%ominant car)onate%
)everages an% committe% heavily tosponsoring o&t%oor events an% activities(
There are other so%a )ran%s in the marketthat )ecome pop&lar' like @r( Pepper'
)eca&se of their &ni2&e 8avors( These other)ran%s have faile% to reach the s&ccess thatPepsi or Coke have en6oye%(
*igh Press&re*igh Press&re
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