英国论文代写价格

英国代写论文:波特五力

英国代写论文:波特五力

  • 新进入者威胁:中等偏低。

为了实现适当的市场渗透,行业的进入将需要相当大的投资,而且由于行业已经被星巴克等一些大公司所主导,所以它是一个相对没有吸引力的行业。

  • 买方讨价还价能力低:

业内有很多买家,因此没有单一买家有权力要求任何价格优惠。星巴克本身在2013年有超过30亿的客户访问量(星巴克公司,2014)。

  • 供应商的讨价还价能力:中等。

星巴克的主要成分是:来自拉丁美洲和非洲的精选农民的咖啡豆。这将使他们难以搬到另一个地方,并保持相同的质量,因为这些地方的咖啡豆被认为是最好的。但是,没有一个供应商能够和像星巴克这样的巨头讨价还价。尽管如此,星巴克仍然坚持公平贸易政策(附录1),负责任地采购咖啡豆。

  • 行业竞争对手:中等偏高。

这个行业是伪寡头;最大的球员控制着大部分的市场,星巴克是领先的。然而,竞争正在升温,Dunkin和星巴克处于战斗中心,Costa Coffee等公司也在等待收购。

  • 替代品的威胁:高。

随着顾客偏好或传统习惯的改变(在中国或印度这样的国家,茶是首选饮料),这个行业面临着替代产品的巨大威胁。此外,咖啡行业与咖啡一样,是关于食品的环境,质量和选择以及Wi-Fi互联网服务等增值服务。即使顾客不换饮料,他们也很容易改变他们喜欢喝咖啡的咖啡馆。例如,有些顾客可能更喜欢用Dunkin Donut和他们的咖啡,而不是Starbuck提供的甜调味品。

英国代写论文:波特五力

  • Threat of New Entrants: Moderate to Low.

Entry in the industry would require considerable investment to achieve proper market penetration, and since the industry is already dominated by some large players such as Starbucks, it makes it a relatively unattractive industry to enter.

  • Bargaining Power of Buyers: Low.

There are many buyers in the industry; hence no single buyer has the power to demand any price concessions. Starbucks itself had more than 3 billion visits by customers in 2013 (Starbucks Corporation, 2014).

  • Bargaining Power of Suppliers: Medium.

Starbucks sources its main ingredient: Coffee beans from select farmers in Latin America and Africa. It would make it difficult for them to move to another location and maintain the same quality as coffee beans from these places are known to be the best. However, none of the suppliers are big enough to bargain with a giant like Starbucks. Despite this, Starbucks maintains its Fair Trade policy [Appendix1] to source coffee beans responsibly.

  • Competitive Rivalry in the industry: Moderate to High.

The industry is a pseudo oligopoly; the largest players control most of the market, with Starbucks leading the way. However, the rivalry is heating up, with Dunkin and Starbucks at the center of the battle and the likes of Costa Coffee waiting to pick up the pieces.

  • Threat of Substitutes: High.

With changing customer preferences or traditional habits (in countries such as China or India, where tea is a preferred beverage) the industry faces a big threat of substitute products. Moreover, the industry is as much about coffee as it is about the ambience, quality and option of food available and value added services such as Wi-Fi internet services. Even if customers do not switch beverages, it would be easy for them to change the café they prefer to have coffee in. For example, some customers may prefer a Dunkin Donut with their coffee rather than a sweet condiment being offered by Starbuck.

 

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