Porter Concurrentieanalyse



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De Porter Concurrentieanalyse analyseert de aantrekkelijkheid van een bedrijfstak. Het perspectief dat Porter hierbij hanteert is winstgevendheid. Een belangrijk uitgangspunt voor Porter is dat het er niet om gaat om de grootste te zijn en ook niet de beste voor iedereen, maar om een positie in de markt te vinden waar de concurrentiekrachten minder vat op krijgen dan op de rest van de bedrijfstak. Een goede strategie is als een schuilplaats in de storm. De storm wordt veroorzaakt door de vijf concurrentiekrachten:

  1. De onderhandelingsmacht van afnemers
  2. De onderhandelingsmacht van leveranciers
  3. De dreiging van nieuwe toetreders
  4. De dreiging van substituten
  5. De onderlinge concurrentie binnen de bedrijfstak

Deze concurrentiekrachten hebben invloed op de prijzen die gevraagd kunnen worden en op de kosten die gemaakt moeten worden en daarmee op de winstgevendheid.

De Porter Concurrentieanalyse biedt inzichten voor twee vraagstukken:

  1. Hoe kunnen we de concurrentiekrachten zodanig beïnvloeden dat de bedrijfstak aantrekkelijker wordt?
  2. Hoe kunnen we, gegeven de concurrentiekrachten, een positie kiezen in de bedrijfstak waar de concurrentiekrachten minder grip op hebben, waar het "minder hard waait"?



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