This website uses cookies to ensure you have the best experience. Learn more

Porter's Five Forces, Online Marketing Advantages, And Marketing Ethics.

1447 words - 6 pages

Essay QuestionsA.Choose a specific industry (e.g., grocery retailing, the airline industry, etc.), and apply Porter's Five Forces Model to discuss that industry's competitive forces and their relative influence.B.Discuss how online marketing could provide competitive advantages in the industry you analyzed in question A.C.Do you think firms that market products for children have any special ethical responsibilities when they advertise? Why or why not? Give examples that support your position.Question AAccording to Wikipedia's "Airline" entry, the airline industry in the United States has been in existence since 1914. In that time, many airlines have come and gone from the market. TWA's historical website flytwa.com indicates that the first flight under the TWA code was on 1 October 1930, and that TWA filed for Chapter 11 bankruptcy protection on 10 January 2001. Pan Am's historical website panam.org says that Pan Am flew from 1927 to 1991. There are many airlines, however, that have lasted since their inception, such as Delta, American Airlines, and some newer low-cost carriers like JetBlue and Southwest.When looking at Porter's Five Forces Model and applying it to the airline industry, the biggest competitive influence is the threat of substitutes. Many of the larger airlines all fly to the same destinations, and the only difference between the airlines is price and schedule. If one were to fly from JFK to Boston on Delta, leaving 13 February 2009 at 7:15 p.m., and returning 15 February 2009 at 6 p.m., it would cost $309. However, if one were to take a comparable trip on JetBlue (leaving JFK at 7:25 p.m. on Friday and leaving Boston at 5:27 p.m. on Sunday), it would cost $219. Both travel plans were obtained using the respective airlines' websites. Typically, unless a buyer has a distinct preference for a certain airline, they would buy the cheapest airline tickets they could find. However, price cannot be the only factor taken into account. Southwest Airlines' fares can be much less expensive than the larger airlines, but Southwest does not typically fly directly into a major city. For example instead of flying into JFK, Southwest flies into MacArthur Airport in Ronkonkoma, NY, which is almost 50 miles east of New York City. If one were to fly to New York City on Southwest, they would have to factor into their travel plans the additional travel cost and time to get from Long Island to the city.Looking at the other factors in Porter's Five Forces Model, the barriers to entry into the industry are difficult to overcome. A company would need to have a fleet of aircraft, proper licensing, and enough qualified staff to safely operate, all of which can be prohibitively expensive for a start-up operation. Additionally, the degree of rivalry is very high in the airline industry. There are many airlines operating, all competing for the same number of passengers. There are high fixed costs, namely fuel costs, that greatly affect the financial health of...

Find Another Essay On Porter's Five Forces, online marketing advantages, and marketing ethics.

Marketing Case Study on CLUST.com, an e-business company, 3 strategic alternatives with SWOT, Porter's five forces provided

779 words - 3 pages per month average3. High start up capital and have investors' support4. Unique services of workshop creation and group buying5. Can help purchase rare imports and unique products6. Let people encourage other people to buy things through group buying discount7. Effective marketing campaign8. Positive WOM and increasing involvement of its members through discussion and so on. Opportunities-1. Increasing internet users2. People are open to new ways

Porter's Five Forces Model and The Movie Rental Business

916 words - 4 pages or partners better by supplying quality products and virtual service to promote brand lifting, customer feedback, great customer experience, and offering the right product to the targeted market. Porter's Five Forces Model is one of the frameworks that help businesses develop their market strategy and analysis. This paper will focus on the Porter Model to evaluate a prospective market entrance for a potential movie rental business. Therefore, the

Lowes’ Porter's Five Forces Competitive Analysis

1272 words - 5 pages Lowes’ Porter's Five Forces Competitive Analysis Michael Porter's Five Forces analyze the external and internal environment of a company to increase the awareness of threats and structure of the industry that company competes within. Thus, the Five Forces is an ideal tool which can help companies to maintain their competitiveness with a higher profitability. Porter’s Five Forces is defined as threats of new entrants, bargaining power of

Marketing Law and Ethics: The Advantages and Disadvantages of Ethical Behaviour in Marketing

1104 words - 4 pages Marketing Law and EthicsAssignment One - EthicsBeing ethical as a marketer has its advantages as well as its disadvantages. The 'negative' advantages are obvious, all of which point to personal and business gain. However, to say that one must act unlawfully to be unethical would be false. The provided statement is completely factual and is particularly relevant to marketing and, more accurately, business, in the fact that "ethics are not, by

Using SWOT, Value Chain, Porter's Five Forces and other variables in Panera Bread Company, USA

2543 words - 10 pages , mission and strategic objectives by using major processes like strategy analysis, strategy formulation, implementation and corporate governance•Analyzing the micro and micro environments of PBC•Using Porter's five forces model and concept of strategy groupings to make PBC have competitive advantage over their competitors.•Using resource base view and value-chain analysis to identify possible opportunities and threats for PBC.2

Comparing the resource based view, Porter's five forces and dynamic capabilities in strategy

2415 words - 10 pages between alternative generic strategies in order to assume a clear position in the market. (Porter, 1980)Industry attractiveness is determined by Porter's five industry-level competitive forces, namely the power of suppliers and buyers, the rivalry amongst existing firms, the entrance of new competitors and the development of substitute products. The way value is appropriated among suppliers, existing rivals and buyers is determined by their

Adidas Case Study: SWOT analysis and Michael Porter's Five Forces Model, including strategic recommendations

2515 words - 10 pages . These sports have been replaced in market share by sports such as baseball, basketball, football, and fitness activities like aerobics. Adidas has not developed the marketing mix to compete in these sports and fitness activities. The participation by women in these sports is growing, yet Adidas has neglected this market by remaining a preferred supplier of sporting equipment to the middle aged male population.Nike and Reebok are two very

Reflective piece on usefulness of Porter's Five Forces model

893 words - 4 pages In the first seminar of the term, I was observing how Porter's 5 Forces model (5F) can be used to analyse the strategic business dynamics of the European Forestry/Paper sector in the post 2004 European Union.5F is an analytical framework, which allows competitive dynamics to be systematically appraised in assessing existing and future profitability of markets/industries by analyzing the influence of particular characteristics of each of the five

Ryan Air: Analysis using SWOT & Porter's Five Forces

2073 words - 8 pages operating a fleet of six aircraft, employing 350 people, carrying 700 passengers on just five routes , and it had recorded its first ever profit.Over the next couple of years, schedules on the key Dublin-London route wrew increased average air fares were lowered and new routes were launched from Dublin to Birmingham, Glasgow, Manchester, and Gatwick. The number of customers continued to grow, thanks largely to Ryanair's low fares. By 1994,Ryanair

Comparing the resource based view, Porter's five forces

8332 words - 33 pages customer is moving towards Internet banking. A number of banks have either adopted Internet banking or are on the threshold of adopting it. The Indian banks started Internet banking initially with simple functions such as getting information about interest rates, checking account balances and computing loan eligibility. Then the services were extended to online bill payment, transfer of funds between accounts and cash management services for

Analise E.on UK, through studying industry dynamics and Porter's 5 Forces. Identify competitiveness of the key marketing features in the company, through studying product life cycle and innovation

2297 words - 9 pages strengthen its weaknesses and benefit from the opportunities that may open up. To analyze and discuss the strategic issues, using industry dynamics and Porter’s five forces, and then using Product Life Cycle and Innovation to identify the key marketing features and reflect on them in relationship to a company, consider one of UK’s leading energy companies, E.ON UK.‘Porter argues that the nature and degree of competition in an

Similar Essays

Porter's Five Forces Essay

803 words - 4 pages competition was often too narrowly defined, and that managers almost always neglected other competitive forces such as customers, suppliers, other marketplace entrants, and the potential for substitutes products. Consequently, in 1979, Porter published an article in the Harvard Business Review titled How Competitive Forces Shape Strategy, officially introducing the world to Porter's five competitive forces that shape strategy (Porter, 2008

Porter's Five Forces Essay

2326 words - 9 pages Introduction.'Competitive strategy is the bases on which a business unit might achieve competitive advantage in its market '.There are two factors for a firm to be profitable: the fetching appearance of the industry in which it operates and its position in this industry.The best known and most used set of competitive strategies are Michael Porter's Generic Strategies; he calls these generic strategies because they can be applied to a firm in any

Porter's Five Forces Essay

2255 words - 9 pages tools and techniques that were covered in the Strategic Cost Management and Strategic Business Analysis courses are very useful in providing decision oriented information to senior management in my organisation and such information will ultimately enhance its corporate value.” The essay (How Porter’s Five Forces Model shapes strategy for a new and small-size stockbroker) may be one of applications of those techniques learnt from the Strategic Cost

Airline Industry And Porter's Five Forces

567 words - 2 pages 1.Use Porter's five forces of competition' framework to show how the structure of the airline industry has caused low profitability during the past twenty years.Below are Porter's five forces of competition. In them you will understand what has caused low profitability.The bargaining power of suppliers: Labor is the airline industry's largest single expense. Most airline workers belong to one of a dozen unions, which give the airline workers