Market me tikke rehne ke liye or grow karne ke liye competition ka adhyan karna

bohot hi zayada zaruri hai. Ek industry me kitna competition hai or hum uss
competition ke hisab se kaise plan kar sakte hai ye ek business ko chalu ya aage
badhane ke samay dhayn me rakhne wali sabse zyada important cheez hai. Par hum
competition ka adhyaan kare kaise? Iska answer hai Porter’s 5 Forces Model.

Iss video me hum sikhenge kya h Porter’s 5 Forces Model or iska aapke business
ko kya fayda mill sakta hai. Porter’s 5 Forces Model ek bohot hi popular model hai
jo use hota ek industry me market competition ka adhyan karne ke liye. Iska ijaad
Michael Porter ne 1979 me market ki alag alag industries me competition ko janane or
uska adhayan karne ke liye kiya tha.

Jaisa ki hum jante hai ki ek business ko kai cheeze prabhawit karti hai jaise
advertisement, industry me doosre business or unka price. Poter’s 5 forces model bhi
aise factors batata hai jo apke business ke liye bhot zyada zaroori hai.

Ab asal zindagi me iss model ka kya fayda hai? Maan lijiye aap ek mobile ka naya
businesss karna chahte hai. Bina competition ke bare me jane aapne business start kara
or kafi sara paisa invest bhi kar diya. Par baad me aako pata chalta hai ki market me
dusre business same mobile model kam price pe sale kar rahe hai. Isse aap apne
potential customers asaani se kho denge or aapka business loss me chala jayega.

Agar aap kissi bhi industry me koi naya business start karna chahte hai to iss model ki
help se aap pata laga payenge ki market me competition ka level kya hai or uss industry
me invest karne se pehle aapka kya plan hona chahiye.

Poter’s 5 forces model me sabse pehla or centre me hai competitive rivalry, fir
Bargaining of Suppliers, Threat of new entrants, Bargaining power of Buyers or threat
of substitutes.

Chaliye aate hai iske pehle force, joki hai. Competitive rivalry.

 Competitive rivalry ka matlab wo competition jo apko dusri companiyo se milega.

Badi ya choti, har company apki company se kisi na kisi taraha se fight karegi,
compete karegi. Yaha par hum candy ka business ka example lete hai. Dusri
 companiya apse aapka customer chinane ke liye price kam karegi ya zyada flavour
ke option degi, zyada advertisement karegi ya door to door salesmen bhi bhejegi.

Agar market me competition high hai to aapko apne customers ko zyada discount dena
hoga, advertising zyada karna hoga ya aisa kuch or jisse customers aapka product
choose kare.

Aise hi agar market me competition kam hai, rivalry kam hai to humme bina kisse
dikkat ke acha profit milega or business bina kissi dikkat ke grow karega.

Agar aap industry me naye aaye hai to aapko kafi mehnat karni hogi pehle se maujood
business se compete karne ke liye. Aapko ye dhyaan rakhna hoga ki aapka product
dusro se na sirf behtar balki kuch alag bhi ho jisse customers alag se pehchaan sake or
aapka his product use kare.

 Doosra force hai bargaining of suppliers. Agar market me suppliers kam hai ya
scarce resources hai yani market me resources easily available nahi hote. Suppliers
switching cost zyada hai matlab dusre suppliers se raw material mangana humme
zyada mehnga padta hai, to Suppliers ki bargaining power zyada hai. Example ke
tor pe hum cotton ke kapdo ka business lete hai.

Agar aap kissi aise area me cotton shirts ka business karte hai jaha cotton ke paidawar
kam hai ya cotton door se mangwana padta hai, supplier switch karna bhi bohto mehnga
hai to suppliers apna price manmani se badha sakte hai.

Or agar iska bilkul ulta hai yani market me resources easily available hai ya suppliers
easily switch ho sakte hai to suppliers bargaining power low hogi. Or koi bhi supplier
aapko manmane price pe apna raw material nahi bech payega.

Isse aapka cost of production bhi low rahega or aap customers ko low price pe product
bhi bech payenge. Market aapka business iss karan se easily grow karega.

 Iske baad aata hai threat of new entrants yanj ki naye firms or business ki industry
me entry. Aisa isliliye hota kyuki pehle jiss industry me naye firms aa rahe hai wo
bohot profitable hai or entry ke liye barriers bhi kam hai jaise ki government policy
kafi lenient hai, cost of entry low hai or pehle se competition bhi low hai.

Ab agar pehle se ek industry me business kar rahe hai to naye entrants ka aana aapke
liye ek threat hai especially bade firms ya groups ka aana jaise reliance, tata ya Birla.
Maan lijiye aapka ek shoes ka business hai or koi bada group jaise reliance same
industry me aata hai. Reliance jaisa bada group kafi investment karega or apna product
advertise bhi karega. Ye aapka competiton sidhe sidhe badha dega. Supply of product
bhi market me badd jayega or customers ke pass zyada options bhi honege jiske vajah
se industry me baki businesses ko apna price kam karna padega jo profitability kam kar
dega.

Ab inn naye entrants ko roka kaise jaye humari industry me aane se. Inhe totally ban to
nahi kara ja sakta but kuch barriers lagaye ja sakte hai jinse new entries slow ho jaye.

Ye 6 barriers hai capital requirement, Economies of Scale, product differentiation,

Switching Cost, brand identity or Access of Distribution channel.

Pehla hai capital requirement- kuch industries me aane ke liye kaafi zyada capital ke
zarurat padti hai jaise ki pharma industry. Aisi industries me cost of production kafi
zyada hota hai, logistics cost bhi kafi zyada hota hai or aisi kai cheeze hai jo
directly-indirectly kafi costly hoti hai. Koi bhi chota group ya firm pharma industry me
bina plan kare or kafi sara capital invest kare bina entry nahi le sakta.

Economies of scale- agar aapke business me production zyada hai to cost of production
bhi kam hoga, matlab ye ki jaise jaise production badhega cost of production kam ho
jata jayega. Naye entrants ke liye kafi bada barrier hai, agar wo production or supply
high nahi rakh pate to unke liye industry me tikk pana mushkil ho jeyega.

Product Differentiation- Agar aapka product kuch aisa hai ki jo dusro se aapke product
ko alag ya behtar banata hai to aapko competition me madat milegi or customers naye
entrants ke bajaye aapka hi product use karenge. Example ke torr pe food ka business le
sakta. Agar aapka products baki dusre products se behtar taste karta to customers baar
baar aap hi ka product lenge na ki aapke naye competitor ka.

Switching Cost- Kissi bhi new entrant ya competitor ko appke customers ko apne taraf
switch karne ke liye kafi mehnat karni padegi. Usko kafi advertise karna padega, extra
discounts dene padenge or bohot kuch. Inn sabse bachne ke liye existing business
loyalty programme rakhte hai taki customers unki company chodd ke dusri company pe
switch na kare.

Brand Identity- Agar aapka business pehle se kafi popular hai or customers aapka brand
jante hai to naye entrants ko aapse compete karne me kafi pareshani hogi. Kam samya
me brand identity banana kafii mushkil hota hai.

Access to Distribution Channel- Agar distribution channel naye entrant ke pass

maujood nahi hai to uske ke liye ye kafi bada barrier hai. Naya channel banana kafi
mehga hota ya third party ka channel use karna bhi mehnga hota. Example agar aap
naya business start kar rahe hai to aapka product customer tak kaise pohche, beech me
kitne wholesaler, retailers, agents - inn sab ko establish karne me kafi kharcha hota hai,
or agar aap kissi or ka channel use karte hai to wo bhi kafi mehnga padta hai.

 Ab aate hai Bargaining power of Buyers- buyers ki bargaining power kafi sare
factors pe depend karti hai. Agar humara product ya service aisa hai ki buyers
dusre product pe easily switch kar sakte hai, cost of switching low hai, humara
product undifferentiated hai yani ki dusro se humara product kafi milta julta hai to
humare buyer ki bargaing power kafi zyada hai or wo humare price ko kam karne
ke liye zorr de sakta hai. Yaha hum single product buyer ki baat nhi kar rahe. Hum
baat kar rahe uss buyer ki jo humari company kafi quantity-bulk me product
kharidta hai.

Agar cost of switching buyer ke liye high hai or humara product dusro se zyada behtar
ya alag hai to buyer ki bargaining power kam ho jati hai or wo humme price kam karne
ke liye nahi keh sakta.

Isse ek example se samjhte hai- Agar aap kissi food product ka business karte hai or
aapka product kuch aisa hai ki uske kafi substitute market me available hai to buyer
aapko price kam karne ke liye keh sakta par aapka food product baki dusro se behtar hai
or zyada achi quality ka hai, customers aapka hi product prefer karte hai, to buyer aapko
price kam karne ke liye nhi bol sakta.
Agar aap time to time ye dhyaan rakhe or plan karte rahe ki market me aapke
competitors aapse behtar ya aapke jaisa product na la paye to buyers aap pe price kam
karne ke liye zorr nahi de sakta.

 Last me aata hai Threat of Substitutes ya direct rivalry- Agar market me aapke
substitute yani wo products jo customer aapke products ke bajaye use kar sakta hai
jaise tea ka substitute coffee hai ya BMW ka substitute Audi hai. Agar subsititutes
zyada hai to threat bhi high hoga. Industry me aapke kitne substitute-rivals hai
aapko apni marketing stratergy bhi ussi hisaab se banani padegi. Agar aapke rivals
zyada discount dete hai to aapko bhi zyada discount dena padega.

Inn sabse bachne ka sabse easy solution hai product ko differentiate karna yani apne
product ko aisa banana taki customer usko alag se pehchaan sake or wo dusri
companies ke products se zyada behtar ho.

Hum automobile industry ka hi example le lete hai. Sari car companies chahe wo BMW
ho, Audi ho ya Jaguar- ye sab companies ek dusre se compete karti hai. Competition me
dusro se aage rehne ke liye har company dusri company ke vehicle se behtar vehicle
marker lati hai jiska zyada stylish look ho, zyada features ho, zyada speed ho- wo sab
kuch jo customer ko attract kar sake.