UNIT II

PORTERS FIVE FORCE MODEL

Degree of Rivalry among competitors:

We can say that the market has a high level of competition among rivals considering that the
market is fragmented and there are a large number of players existing separately with their
particular company designs. The fact that no large firm has entered this Porters Analysis of
Jet Airways India Limited Brand Building And Valuation case service adds to the high level
of degree of competition among market players.Since the services being supplied are mainly
similar, the absence of differentiation provided by market gamers further increases the degree
of competition amongst industry players.

Threat of new entrants:

The market has a high threat of brand-new entrants since it does not require high investment
in innovation to go into the industry. The purchase of materials and products is fairly simple
and so little players can quickly get in the market. With no economies of scale being seen in
the market due to the absence of bigger players, the industry uses very low barriers to entry.
Additionally, there is no extraordinary ability required in lorry cleaning if we look at business
models being used presently which further reduces the barriers of entry.

Threat of substitutes:
The hazards of replacement might be low provided the fact that automobile cleaning does not
specifically have alternatives. While the idea might have different types of cars and truck
Porters Analysis of Jet Airways India Limited Brand Building And Valuation such as self-
service vehicle washes and automatic cars and truck Porters Analysis of Jet Airways India
Limited Brand Building And Valuation, but the general idea of vehicle wash does not have
substitutes.
Bargaining power of suppliers:
The bargaining power of the supplier is rather low offered the reality that there are a large
number of providers in the car wash market. With the absence of vendor contracts and
consumer commitment, the supplier has a low specific power.

Bargaining power of buyers:

With the market having a a great deal of providers providing services with their particular
price, quality and originality, the customer can quickly change in between suppliers.
Considering that brand name switching is not done at a high expense to the consumer, the
industry has a high bargaining power when it pertains to the buyer.

Purchasers are not faithful to any specific brand while at the exact same time the alternative
of washing cars and trucks in the houses likewise exists which includes virtually no financial
cost to the buyer. This additional increases the bargaining power that the purchaser has in the
market.

We can conclude from the industry analysis that the automobile wash industry appears to
have a high degree of competition is high while at the exact same time there are no clear
replacements to car cleaning. The power of the provider is low while the buyer has a high
bargaining power. The hazard of brand-new entrants is high due to the fact that a low level of
investment is needed for going into the business however a clear lack of brand name
commitment makes this an enticing market especially as no player has managed to develop a
prominent position for itself until now.

Macro environment Analysis

According to Lancaster (2008) companies are inserted in a macro environment composed by

different factors or forces which have an impact on their operations. Some of these factors are
closer to the company such as suppliers, intermediaries, distributors and so on, which he
denominate proximate macro environment. There other factors have a wider prospect, such as
legal, cultural, economic, so on, but can also impact companies results.

Political Factors
Almost every aspect of running an airline is governed or influenced by tight regulatory
controls. This varies from the routes companies can fly, the business partners they can
cooperate with, the airport slots they can use, the fares they set and the infrastructure costs
they pay. Strict rules also govern safety and security and the management of their
environmental impact.

Terrorism is another political problem which affects companies, one example are the attacks
which occurred in the U.S in 2001, which reduced the demand for flights and also demanded
from companies more investments on security measurements and policies to rebuild
consumers confidence.

Economic Factors

Airline companies were direct affect by economic recession when in 2008 were the worst
experience has ever faced in especially US and Europe. The global recession has affect in
both cases passenger and business people in air travel. This aggravated its pension deficit and
it also impacted its demand because many companies are trying to reduce the costs with
travelling; instead they are trying to use communication technology as teleconferencing.
Although the price oil has fallen from 2008 were the oil price was $147 a barrel.

Currency changes are another problem. For BA the pound weakens impacted its costs due to
many of them occur in dollar or euro.

Other factors which can impact either B.A costs base or profits are oil prices fluctuations and
increase unemployment which impact consumer confidence.

Social Factors

Ageing fastest increase in the “oldest old”

The graphic above describe how the UK trend populations are going, over the last 25 year the
people aged 65 has increased from 15% in 1984 to 16% in 2009, increase of 1.7% million
people, in other words, UK population is ageing. On the same period the young population
has decreased from 21% to 19%.
According to graph above, the UK Unemployment rate despite is getting a small better still so
high, and this factor impact direct on British Airways, because whist people have no job it is
difficult to this people travel by plane. On the other hand, people aged 16 to 54 had has been
a significant increase since 2009, and may can bring more customer to British Airways.

Technological Factors

The technology has created a lot of benefits for consumers. In the case of airline industry,
now they can use comparison websites, which has contributed for their bargaining power; On
the other hand, online booking beside facilitating customers, companies do not need to pay to
agencies anymore (intermediaries). Furthermore, British Airways can also reduce the number
of employees because it is possible to use more machines than people and BA improved its
efficiency, as an example the clocking-in system implemented by BA to control employees
hours, and It also creates new ways of communicating with customers.

Environment Factors

One of the British Airway strategic is reduce issue that affect the environment, in order to
this, British Airways chose to engage in CSR (Corporate Social Responsibility) to help
achieve the company strategic, CSR also can help British Airways to identify risks to health,
safety and environment, this strategic also can attract more investors and grow the company.

According to Convention for Climate Change and the Kyoto protocol, one big issue to solve
is the carbon emission. And airlines companies have a high contribution in carbon emission.
So, in response to this British airway decided to develop a program to solve this issue and the
first target was fuel efficiency to reduce in 30% between 1990 from 2010. Doing this action
the saving represents 50m tonnes of carbon diode (CO2). The British airway has great
reduction in carbon emission that the carbon emission saved can then be sold for other
companies, which needs to go above its carbon emission.

Legal Factors

During March 2010 British airways announce a decline in passage number; the decline was
so high that was compared with the month after September 11 terrorist attacks. It was the
worst march in more than a decade for passenger numbers, and the British airways strategic
were cuts some its operational capacity. But the consequence was worst it. Because became a
Cabin-Crew Walkouts that generate around £45m loss to British Airways. When more than
47% of the flights were cancel in Heathrow airport. On the other hand, during the same time
Ryanair Reported that the passenger number has increased 13%. One of the reasons from that
is probably the no-frills. .

Value Chain Analysis

Outbound Logistics

 Financial Policy
 Information Technology
 Baggage System
 Accounting
 Communication
 Flight Connections
 Regulatory Compliance

Inbound Logistics

 Rental Car and Hotel Reservation System

 Legal

Route Selection