The Porter’s Five Forces analysis is designed to evaluate the competitive forces in the industry the firm operates. If it determines that the combination of forces in the industry act to reduce profitability, it is saying the industry is unattractive. Even worse is an industry close to total competition. Keep in mind that this exercise evaluates the industry, not the firm. As such, this assessment would apply to Ford, Chrysler, Toyota, Honda, or any other automotive firm manufacturing and selling cars and trucks. The Porter analysis examines three horizontal forces, or competition in the same industry: Threat of new entrants, threat of substitute products and threat of established rivals. Two forces are from vertical competition, or those from the supply-chain: Bargaining power of customers and bargaining power of suppliers. This exercise would be relatively easy to perform if the industry were stable and uniform. None of the answers to the degree of threat Porter’s Five Forces pose are black and white or clear-cut. In one case, the bargaining power of suppliers, either extreme could be argued. Moreover, the table in the appendix which tallies up the criteria for each of the five forces fails to identify many of the current economic conditions and dynamics in the automotive industry today. As a result, the findings may not be completely congruent with reality. A summary of the findings is below:
1. There is low threat of new entrants
2. The bargaining power of buyers/customers is low
3. There is a huge threat of substitute products
4. Suppliers do not have much bargaining power
5. There is a significant amount of rivalry among competitors The analysis above indicates that the industry is moderately favorable to profitability. However, in another analysis of the industry, based upon industry-specific news and facts surrounding the suppliers, buyers, competitors, and more, the results are very different. This is not...