Australian Vintage Ltd 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. Australian Vintage Ltd managers can use Porter Five Forces to understand how the five competitive forces influence profitability and develop a strategy for enhancing Australian Vintage Ltd competitive advantage and long term profitability in Food, Beverage & Tobacco industry.

Brief overview of Australian Vintage Ltd

Australian Vintage Ltd is one of the leading Australian firms in the Food, Beverage & Tobacco sector. Over the years Australian Vintage Ltd has redefined the ways of doing business in Food, Beverage & Tobacco industry. Australian Vintage Ltd is listed on the Australian Securities Exchange (ASX) and have the stock market ticker " AVG ".

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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.

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 Australian Vintage Ltd can build a sustainable competitive advantage in Food, Beverage & Tobacco industry. Managers at Australian Vintage Ltd can not only use Porter Five Forces to develop a strategic position with in Food, Beverage & Tobacco industry but also can explore profitable opportunities in whole Food, Beverage & Tobacco sector.

Australian Vintage Ltd Porter Five (5) Forces Analysis for Food, Beverage & Tobacco Industry

Threats of New Entrants

New entrants in Food, Beverage & Tobacco brings innovation, new ways of doing things and put pressure on Australian Vintage Ltd through lower pricing strategy, reducing  costs, and providing new value propositions to the customers. Australian Vintage Ltd has to manage all these challenges and build effective barriers to safeguard its competitive edge.

How Australian Vintage Ltd 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 Australian Vintage Ltd ‘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 Australian Vintage Ltd 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 Food, Beverage & Tobacco industry buy their raw material from numerous suppliers. Suppliers in dominant position can decrease the margins Australian Vintage Ltd can earn in the market. Powerful suppliers in Food, Beverage & Tobacco sector use their negotiating power to extract higher prices from the firms in Food, Beverage & Tobacco field. The overall impact of higher supplier bargaining power is that it lowers the overall profitability of Food, Beverage & Tobacco.

How Australian Vintage Ltd 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 Australian Vintage Ltd 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 Australian Vintage Ltd profitability in the long run. The smaller and more powerful the customer base is of Australian Vintage Ltd the higher the bargaining power of the customers and higher their ability to seek increasing discounts and offers.

How Australian Vintage Ltd 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 Australian Vintage Ltd 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 Australian Vintage Ltd 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 Australian Vintage Ltd 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. Australian Vintage Ltd operates in a very competitive Food, Beverage & Tobacco industry. This competition does take toll on the overall long term profitability of the organization.

How Australian Vintage Ltd can tackle Intense Rivalry among the Existing Competitors in Food, Beverage & Tobacco 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 Australian Vintage Ltd

By analyzing all the five competitive forces Australian Vintage Ltd strategists can gain a complete picture of what impacts the profitability of the organization in Food, Beverage & Tobacco 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 Australian Vintage Ltd 's managers can shape those forces in their favor.

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