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Questo esame si sostiene in inglese: le lezioni e le domande sono in inglese. L'interfaccia resta in italiano.
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Part 1 of 1
Porter's Five Forces framework diagnoses the profit potential of an industry by identifying the structural pressures that erode returns. The weaker the combined forces, the more attractive the industry.
The five forces are: 1. Rivalry among existing competitors 2. Threat of new entrants 3. Threat of substitutes 4. Bargaining power of buyers 5. Bargaining power of suppliers
Each force independently reduces industry profitability: intense rivalry → price wars; easy entry → competitors flood in; substitutes → caps prices; powerful buyers → force prices down; powerful suppliers → raise input costs.
Key point: the framework analyses the *industry*, not a single firm. A firm in a structurally attractive industry (weak forces) can earn good returns with mediocre strategy. A firm in a structurally terrible industry (strong forces on all sides) must have exceptional competitive advantage just to survive. Choosing which industry to compete in is itself a strategic decision.
Worked example
Compare two industries. Commercial airlines: intense rivalry (many carriers, price-transparent booking), easy substitution (trains, video calls), powerful buyers (price-sensitive travellers), powerful suppliers (Boeing/Airbus duopoly, fuel), constant new entrant threat → chronically poor industry profitability. Luxury goods: weak rivalry (brands avoid price competition), no substitutes for prestige, weak buyers (customers pay premium willingly), moderate suppliers → consistently high margins. Industry structure explains most of the difference.
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