Thorn Group Limited Porter Five Forces Analysis

Strategic Management Essays, Term Papers & Presentations

Porter Five (5) Forces Analysis is a strategic management tool to analyze industry and understand the underlying levers of profitability in an industry. Thorn Group Limited managers can use Porter Five Forces to understand how the five competitive forces influence profitability and develop a strategy for enhancing Thorn Group Limited competitive advantage and long term profitability in Retailing industry.

Brief overview of Thorn Group Limited

Thorn Group Limited is one of the leading Australian firms in the Retailing sector. Over the years Thorn Group Limited has redefined the ways of doing business in Retailing industry. Thorn Group Limited is listed on the Australian Securities Exchange (ASX) and have the stock market ticker " TGA ".

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What are Porter Five (5) Forces

In his revolutionary article in Harvard Business Review (HBR) - "Five Forces that Shape Strategy", Michael Porter observed the five forces that have significant impact on a firm's profitability in the industry it operates in. The Porter Five (5) Forces are -

Threat of New Entrants
Bargaining Power of Suppliers
Bargaining Power of Buyers
Threat from Substitute Products
Rivalry among the existing players.

Thorn Group Limited Porter Five Forces and Industry Analysis

Porter Five Forces is a holistic strategy framework that took strategic decision away from just analyzing the present competition. Porter Five Forces focuses on - how Thorn Group Limited can build a sustainable competitive advantage in Retailing industry. Managers at Thorn Group Limited can not only use Porter Five Forces to develop a strategic position with in Retailing industry but also can explore profitable opportunities in whole Retailing sector.

Thorn Group Limited Porter Five (5) Forces Analysis for Retailing Industry

Threats of New Entrants

New entrants in Retailing brings innovation, new ways of doing things and put pressure on Thorn Group Limited through lower pricing strategy, reducing costs, and providing new value propositions to the customers. Thorn Group Limited has to manage all these challenges and build effective barriers to safeguard its competitive edge.

How Thorn Group Limited can tackle the Threats of New Entrants

By innovating new products and services. New products not only brings new customers to the fold but also give old customer a reason to buy Thorn Group Limited ‘s products.
By building economies of scale so that it can lower the fixed cost per unit.
Building capacities and spending money on research and development. New entrants are less likely to enter a dynamic industry where the established players such as Thorn Group Limited keep defining the standards regularly. It significantly reduces the window of extraordinary profits for the new firms thus discourage new players in the industry.

Bargaining Power of Suppliers

All most all the companies in the Retailing industry buy their raw material from numerous suppliers. Suppliers in dominant position can decrease the margins Thorn Group Limited can earn in the market. Powerful suppliers in Retailing sector use their negotiating power to extract higher prices from the firms in Retailing field. The overall impact of higher supplier bargaining power is that it lowers the overall profitability of Retailing.

How Thorn Group Limited can tackle Bargaining Power of the Suppliers

By building efficient supply chain with multiple suppliers.
By experimenting with product designs using different materials so that if the prices go up of one raw material then company can shift to another.
Developing dedicated suppliers whose business depends upon the firm. One of the lessons Thorn Group Limited can learn from Wal-Mart and Nike is how these companies developed third party manufacturers whose business solely depends on them thus creating a scenario where these third party manufacturers have significantly less bargaining power compare to Wal-Mart and Nike.

Bargaining Power of Buyers

Buyers are often a demanding lot. They want to buy the best offerings available by paying the minimum price as possible. This put pressure on Thorn Group Limited profitability in the long run. The smaller and more powerful the customer base is of Thorn Group Limited the higher the bargaining power of the customers and higher their ability to seek increasing discounts and offers.

How Thorn Group Limited can tackle the Bargaining Power of Buyers

By building a large base of customers. This will be helpful in two ways. It will reduce the bargaining power of the buyers plus it will provide an opportunity to the firm to streamline its sales and production process.
By rapidly innovating new products. Customers often seek discounts and offerings on established products so if Thorn Group Limited keep on coming up with new products then it can limit the bargaining power of buyers.
New products will also reduce the defection of existing customers of Thorn Group Limited to its competitors.

Threats of Substitute Products or Services

When a new product or service meets a similar customer needs in different ways, industry profitability suffers. For example services like Dropbox and Google Drive are substitute to storage hardware drives. The threat of a substitute product or service is high if it offers a value proposition that is uniquely different from present offerings of the industry.

How Thorn Group Limited can tackle the Treat of Substitute Products / Services

By being service oriented rather than just product oriented.
By understanding the core need of the customer rather than what the customer is buying.
By increasing the switching cost for the customers.

Rivalry among the Existing Competitors

If the rivalry among the existing players in an industry is intense then it will drive down prices and decrease the overall profitability of the industry. Thorn Group Limited operates in a very competitive Retailing industry. This competition does take toll on the overall long term profitability of the organization.

How Thorn Group Limited can tackle Intense Rivalry among the Existing Competitors in Retailing industry

By building a sustainable differentiation
By building scale so that it can compete better
Collaborating with competitors to increase the market size rather than just competing for small market.

Implications of Porter Five Forces on Thorn Group Limited

By analyzing all the five competitive forces Thorn Group Limited strategists can gain a complete picture of what impacts the profitability of the organization in Retailing industry. They can identify game changing trends early on and can swiftly respond to exploit the emerging opportunity. By understanding the Porter Five Forces in great detail Thorn Group Limited 's managers can shape those forces in their favor.