{"id":10937,"date":"2020-07-24T10:18:00","date_gmt":"2020-07-24T14:18:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=10937"},"modified":"2020-07-27T19:04:37","modified_gmt":"2020-07-27T23:04:37","slug":"threat-of-rivalry-understanding-michael-porter","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/threat-of-rivalry-understanding-michael-porter\/","title":{"rendered":"Competitive Rivalry (Porter&#8217;s 5 Forces): Meaning + Examples"},"content":{"rendered":"\n<p>What is the threat of rivalry? What does it mean for your business strategy?<\/p>\n\n\n\n<p>The threat of rivalry is the possibility for other companies to form and become rivals to your company. Using Competitive rivalry, Porter explains how businesses compete, and why. <\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">The Threat of Rivalry: How Competition Works<\/h2>\n\n\n\n<p><strong>Aim to be unique, not the \u201cbest.\u201d<\/strong> Create <a href=\"https:\/\/www.shortform.com\/blog\/unique-value-understanding-michael-porter\/\">unique value<\/a>, don\u2019t focus on just beating rivals. There is no \u201cbest\u201d in any industry, just like there is no \u201cbest performance artist.\u201d There are different buyer needs, and there can be multiple winners. <\/p>\n\n\n\n<p>For example, McDonald\u2019s is a winner in fast food and fast burgers. But In-N-Out deliberately focuses on slow burgers, with non-processed meat and fresher ingredients. Both are winners in their own right. They\u2019re each playing their own sport, and are not truly a competitive rivalry, Porter claims. <\/p>\n\n\n\n<p>Competition is about profits, not market share. There is no glory in growth if it\u2019s profitless. Understanding the threat of rivalry will help you understand the true competitive forces out there. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>The Five Forces<\/strong><\/h3>\n\n\n\n<p>Why are some industries consistently more profitable than others? What makes information technology so stereotypically profitable, while airlines are a cutthroat, low-margin grind?<\/p>\n\n\n\n<p>To see an industry holistically, consider Porter\u2019s famous Five Forces. <strong><a href=\"https:\/\/www.shortform.com\/blog\/the-five-forces-model\/\">The Five Forces<\/a> that matter in any industry are:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Buyers<\/li><li><a href=\"https:\/\/www.shortform.com\/blog\/bargaining-power-of-suppliers-understanding-michael-porter\/\">Suppliers<\/a><\/li><li>Substitutes<\/li><li>Incumbents (competitive rivals)<\/li><li>New entrants<\/li><\/ul>\n\n\n\n<p><strong>The more powerful the force, the more pressure it will put on decreasing prices or increasing costs, or both.&nbsp;<\/strong>In this case, we&#8217;ll examine the threat of rivalry. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Force 4: The Threat of Rivalry<\/strong><\/h2>\n\n\n\n<p>The threat of rivalry is when other businesses compete with you. Keep in mind that the threat of rivalry can take many forms. <\/p>\n\n\n\n<p><strong>What this is:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Competition among you and your competitors<\/li><li>Rivalry takes a variety of forms along the value chain: marketing, <a href=\"https:\/\/www.shortform.com\/blog\/mvp-features\/\">product features<\/a>, new product introductions, customer service, pricing.<\/li><\/ul>\n\n\n\n<p><strong>What it does:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Lowers prices to <a href=\"https:\/\/www.shortform.com\/blog\/how-to-get-customers-for-a-new-business\/\">attract customers<\/a> away from competitors<\/li><li>Increases costs, since incumbents compete on providing superior value<\/li><\/ul>\n\n\n\n<p><strong>Scenarios in your advantage:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>High switching costs to competitors<\/li><li>Low switching costs to you<ul><li>(Shortform example: Apple tries to make switching from Windows easier, while building a walled garden of products to make leaving harder)<\/li><\/ul><\/li><\/ul>\n\n\n\n<p><strong>Scenarios in your disadvantage:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Fragmentation of industry<ul><li>A bevy of competitors all vying for market share will produce stronger competition. In contrast, an industry leader that\u2019s big enough can enforce practices that help the entire industry.<\/li><\/ul><\/li><li>Low growth provokes battles over market share<\/li><li>High exit barriers preventing companies from leaving the industry, thus keeping excess capacity around<ul><li>Failed airlines have airplanes that can be bought cheaply by an upstart<\/li><\/ul><\/li><li>Rivals irrationally committed to the business, outside of financial performance<ul><li>State-owned enterprises may exist for <a href=\"https:\/\/www.shortform.com\/blog\/creating-new-jobs\/\">job creation<\/a> and be subsidized by taxes.<\/li><li>(Shortform example: Amazon seeks scale at the expense of profits, making it hard for any company that needs to produce a profit.)<\/li><\/ul><\/li><li>Competition based mostly on price. This can arise in these scenarios:<ul><li>Lack of differentiation between products, relying on price to attract customers<\/li><li>High fixed costs and low marginal costs. This provokes the thinking that \u201cany new customer will contribute to covering overhead,\u201d thus encouraging lowering of prices.<\/li><li>When capacity must be added in large increments, leading to price cutting to fill capacity<\/li><li>When product is perishable. Not just food, but also unfilled hotel rooms and restaurant tables.<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>The threat of rivalry is one of the five forces, and helps you understand why some businesses thrive and others don&#8217;t. Keep in mind that some industries may have more competitions than others, and a higher threat of rivalry. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the threat of rivalry? What does it mean for your business strategy? The threat of rivalry is the possibility for other companies to form and become rivals to your company. Using Competitive rivalry, Porter explains how businesses compete, and why.<\/p>\n","protected":false},"author":5,"featured_media":10957,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,14],"tags":[102],"class_list":["post-10937","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-management","tag-understanding-michael-porter","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Competitive Rivalry (Porter&#039;s 5 Forces): Meaning + Examples - Shortform Books<\/title>\n<meta name=\"description\" content=\"What is the threat of rivalry, and what does it mean for your business? 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