Beruflich Dokumente
Kultur Dokumente
Marketing Management
Lecturer: Priyantono Rudito, Ph.D
Syndicate 7 & 8
Conclusion
Porter’s Five Forces
Analysis
Porter’s Five Forces Analysis
Porter’s five forces is a tool
for analyzing competition of
a business to determine the
competitive intensity and
then know the attractiveness
of an industry in terms of its
profitability
Malaysia 3 3 5 3 2 3 6 2
Vietnam 6 5 4 4 6 7 2 3
Myanmar 1 1 1 1 7 5 3 7
Japan 4 7 7 5 5 2 4 1
India 5 2 2 2 1 6 1 6
Indonesia 2 6 3 6 3 4 5 4
Notes:
a= Importance Economic of Scale e= Access Distribution Channel
b= Established Brand f= Government Regulated Industry
c= High Up Front Capital Requirement g= Experience Worker
d= High Switching Cost h= Culture
Threat of Entry
Countries Total Entry Barriers for Average Category
New Entrants
Thailand 41 5,125 medium
Malaysia 27 3,375 low
Vietnam 37 4,625 medium
Myanmar 26 3,25 low
Japan 35 4,375 medium
India 25 3,125 low
Indonesia 33 4,125 medium
Notes:
Category: Based on threat of entry analysis, the most
1-3,99 = low barriers attractiveness country for tuna fish industry is
4-5,99 = medium barriers India then followed by Myanmar and Malaysia
6-7 = high barriers because have the low barriers so it will be easy
to entry the market in there.
a. Importance Economic of Scale
Notes:
The more number of established brand, the harder company to entry the market
Category:
1-3 = low established brand
4-5 = medium established brand
6-7 = high established brand
c. High Up Front Capital Requirement
Notes:
The calculation of labor cost is based on minimum wages in the country,
specifically based on the purchasing power parity
The higher labor cost, the higher front capital requirement so the harder the
company to entry the market
c. High Up Front Capital Requirement
Notes:
Assumption, the calculation of utility cost is approached by the average or the
highest price of electricity cost per kWh in global comparison
The source of data electricity cost is wikipedia
c. High Up Front Capital Requirement
Notes:
Average Scoring = (Scoring of Labor Cost + Scoring of Utility Cost)/2
The higher front capital requirements, the harder company to entry new market
Category:
1-3 = Low front capital requirement
4-5 = Medium front capital requirement
6-7 = High front capital requirement
d. High Switching Cost
Notes:
Switching Cost = Price x Number of Tuna Species
The higher switching cost, the harder company to entry the market
d. High Switching Cost
Notes:
The harder government regulated industry, the harder company to enter the
market
Category:
1-3 = Low regulation
4-5 = Medium regulation
6-7 = High regulation
f. Government Regulated Industry
Country Requirements
Thailand 1. The submission of a Customs export entry form
(Source: 2. Accompanied by standard shipping documents (commercial
en.portal.santandertra invoice, packing list, bill of lading or airway bill, and letter of
de.com) credit)
3. File a Good Declaration
India (Source: - Manufacturer's Commercial Invoice duly Signed and if possible Bank Attested
en.portal.santandertrad - Price list of the commodities in shipment
- Manual and Catalogue , write ups or Technical Literature for laboratory or
e.com) Electronic equipment
- Import declaration and GATT Declaration sign and stamp by consignee (Two
copies)
- Packing List duly signed
- Purchase Order
- Authority letter from Consignee
- Import Duty/ Warehouse / Octroi/ D.O Charges in advance
- Any applicable Special Import License
- Certificate of origin, mill test certificate, test report (applicable for metal and
chemical groups only)
- Copy of IEC/BIN Number required from importer.
g. Experience Worker
Countries Number of Scoring Leveling Category
worker
Thailand 40000 0,29 7 High
Malaysia 110000 0,79 6 High
Vietnam 4000000 29 2 Low
Myanmar 2800000 20 3 Low
Japan 2552655 18 4 Medium
India 14000000 100 1 Low
Indonesia 2170000 16 5 Medium
Notes:
The higher number of worker is assumed that the higher experience
worker level so the easier company to entry the market
Category:
1-3 = low (easy to entry)
4-5 = medium (medium to entry)
6-7 = high (hard to entry)
h. Culture
Countries Fish Scoring Leveling Category
consumption
(kg/caput/yr)
Thailand 28,5 28.5 5 Medium
Malaysia 70 70 2 Low
Vietnam 38,75 38.75 3 Low
Myanmar 21 21 7 High
Japan 100 100 1 Low
India 26,16 26.16 6 High
Indonesia 38,14 38.14 4 Medium
Notes:
The higher fish consumption, the easier for company to entry the market
Category:
1-3 = Low (High consumption fish)
4-5 = Medium (medium consumption fish)
6-7 = High (low consumption fish)
Threat of
Substitution
Threat of Substitution
Substitutes products or services
Countries
Price Performance Price/performance Total Category
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Price
b. Performance
c. Price/Performance
Buyer Power
Buyer Power
Bargaining Power of buyers
Countries Low switching Low profit Wholesaler Total Category
cost buyer
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Low Switching Cost
b. Low profit buyer
c. Wholesaler
Supplier
Power
Supplier Power
Bargaining Power of Suppliers
Absence of Having alt Great Value High Total Category
Countries Substitute cust, Product Switching
industries, cost
channel
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Absence of Substitute
b. Having Alternative Customer, Industry, and
Channel
c. Great Value Product
d. High Switching Cost
Competitive
Rivalry
Competitive Rivalry
Rivalry among existing competitors
Countries Many strong Slow industry
High fixed cost Low cost/ price
and asset product Total Category
competitors growth
basses (commodities)
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
a. Many Strong Competitors
b. Slow Industry Growth
c. High Fixed Cost and Asset Basses
d. Low Cost/ Price Product (commodities)
Conclusion
Conclusion
Porter’s Five Forces
Countries Total Category
a b c d e
Thailand
Malaysia
Vietnam
Myanmar
Japan
India
Indonesia
Notes:
a=Entry barriers for new entrants
b=Substitute product or services
c= Bargaining power of buyers
d=Bargaining power of suppliers
e=Rivalry among existing competitors