Michael Porter’s five forces and the Entrepreneur Part 1. The competitive element
As an entrepreneur you instinctively understand that you are going to face competition from the day you start business. As part of your planning, you have identified your competitors, you understand their product offerings, you know their price points. You have compared your product to theirs and have assessed the comparative merits of each. Back in 1979 Michael Porter articulated forces other than your competitors that influence not only an individual company’s success but also the profitability of an entire industry. To help understand what this forces are, let’s take a look at the airline industry. Most people know that airlines operate on low profit margins when times are good and lose money when times are bad. Sadly, for airlines the bad times outlast the good times. Every economic shock, every oil price hike, even each new virus outbreak destroys their profitability. Why should this be? Why have few, if any airlines, managed to maintain a long-term reasonable return on their invested capital. (ROIC). The reason can be explained by Porter’s five forces. The most …