波特五力案例

这是一篇关于波特五力案例的思维导图，主要内容有Requirements和Case两个板块。

案例分析

• Requirements
  • Porter's Five Forces Modle
    • Threat of new entrants
    • Competitive rivalry
    • Power of suppliers
    • Power of customers
    • Threat of substitutes
    • Conclusion
• Case
  • How to and Tips
    • 切忌看山是山，而是发现山中花鸟
      • 翻译，精炼案例内容 ≠ 答案
      • 答案＝将案例内容进行有效整合，并整合成学科语言并得出结论
      • 确定行业性质（盈利/非盈利）
  • Case text
    • PARA1 The date is March 20X3. Mayhews Ltd (Mayhews) is a family-owned business which runs three garages from freehold sites in prime locations in central England. Each garage operates a filling station, which sells fuel (petrol and diesel), and has a facility offering maintenance and repairs for motor vehicles.
      • Have a positional advantage 拥有地位优势
      • Provide additional services and have product added value 提供额外服务，拥有产品附加值
    • PARA2 Fuel retailing in the UK （各零售商介绍） Fuel retailing in the UK is a high volume, low margin business, characterised by strong competition. In the industry there are three types of filling station: A Branded filling stations are either owned and managed by one of the major fuel wholesalers or operated on their behalf by licensees. B Independent retailers, like Mayhews, are free to obtain fuel supplies from any wholesaler. Over 50% of all filling stations in the UK are independently owned. C The big supermarket chains operate filling stations alongside their major stores. In recent years, whilst the number of branded filling stations and independent retailers has declined, the number of supermarket-owned sites has increased. This has coincided with the expansion of large out-of-town supermarkets with more people driving to do their shopping and buying fuel at the same time. As a result of their supply chain efficiencies and the large volumes of fuel that they sell, the supermarkets incur lower overheads per litre of fuel sold and are able to charge lower prices. In addition, many offer discounts on fuel based on the amount customers spend on goods in the main store. The average retail price charged by supermarkets in 20X2 was 130.9 pence per litre compared to an overall UK average of 133.8 pence per litre.
      • Small profit and quick return （行业盈利模式：薄利多销模式/低价低利扩大销售的策略）
      • Determine the type. No raw material costs (considering other costs). The genre is large (high competition) 确定所述类型。无原料成本（考虑其他成本）。所属类型规模大（竞争激烈）
      • The marketing mix (for a product industry) 7Ps Model： →Product, Place, Price, People, Process 营销组合（针对产品行业）7Ps模型：产品、地点、价格、人、过程 In Passing eco: Increase the probability of commodity transaction, indirectly increase profits. 顺手经济：提高商品成交概率，间接提高利润
      • Cost leadership strategy 成本领先战略
      • Threat of new entrants / Competitive rivalry
    • PARA3 Supply of fuel and pricing in the UK industry (燃料供应及定价) The wholesale supply of fuel to retailers is dominated by a few large companies which produce and refine crude oil into a range of products including fuel. These wholesalers supply fuel to their own branded filling stations and to the supermarkets and independent retailers. 60% of the UK retail fuel price per litre consists of fuel tax and sales tax. On average 35% is paid to the wholesaler and the retailer earns 5% towards overheads and profit. Wholesale fuel prices in the last three years have been very volatile as the price of crude oil has varied significantly. Price volatility is a major problem for independent retailers. When market prices fall, independent retailers are often left with fuel supplies previously bought from the wholesaler at a high price. If they reduce the retail price then they may make a loss. If they keep retail prices high this is likely to have a negative effect on sales volumes. Conversely, when wholesale prices rise, the independent retailer may struggle to afford the increased cost of replenishing fuel supplies.
      • The upstream integration of the industry is high, forming a monopoly. 行业上游整合度高，形成垄断。
      • 60% : fuel tax and sales tax. 35% : paid to the wholesaler 5% : Overhead and profit earned by retailers
        • 60%：燃油税和销售税。 35%：支付给批发商 5%：零售商赚取的间接费用和利润
          • Reasons for small profits but quick turnover 行业薄利多销的原因
      • Similar to the impact of options 类似于期权带来的影响
    • PARA4 Demand for fuel in the UK market（市场需求） Despite increased numbers of cars on the road, sales volumes of fuel are under pressure because of the improved efficiency of vehicle engines, increased fuel prices and the difficult economic climate. Government figures suggest congestion on motorways and major roads has been falling, indicating that people are undertaking fewer journeys by car. Fuel station monthly, a respected online industry journal recently highlighted that fierce competition between fuel retailers has led to a significant decline in the number of filling stations. There are now fewer than half the 18,000 filling stations that existed 20 years ago (Exhibit 1). A fuel station's viability depends on two key factors: the gross margin per litre and the volume of fuel sold. Independent filling stations and those in less well-populated rural areas are at the greatest risk of losses due to declining sales volumes and below average margins. They also struggle to justify the additional capital expenditure required to comply with increasingly strict environmental and safety regulations. Many have tried to reduce their reliance on fuel revenue by creating alternative revenue streams such as on-site shops selling snacks, groceries and vehicle accessories. Mayhews does not currently operate a shop at any of its garages. 420 filling stations closed in the UK in 20X2, of which two-thirds were independent. Some of these filling stations have been bought by property developers, although because of environmental regulations, sites have to be closed and the fuel tanks filled with concrete before being capable of alternative use.
      • Macro environment: Engine efficiency cannot balance rising oil prices. difficult economic environment 宏观环境：发动机效率无法平衡日益增长的油价。困难的经济环境
      • Intense competition within the industry, high barriers 行业内部竞争激烈，高进入壁垒
      • Small profit and quick return （行业盈利模式：薄利多销模式/低价低利扩大销售的策略）
      • The premise of making a profit at a gas station: It has certain advantages. Increased operating costs due to laws and regulations 加油站盈利的前提：拥有一定的优势。法律法规所带来的营业成本增加
      • Increase the added value of the product and make a profit 增加产品附加值并以此盈利
      • It is difficult for independent marketers to survive. The industry is moving slowly (or even regressing). high sunk cost 独立营销商生存困难。行业发展缓慢（甚至倒退）。高沉没成本