The Apple iPhone idis 619 Capstone Assignment By


Supplier power – Handset manufacturers



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Supplier power – Handset manufacturers


Factors Underlying Supplier Power

Response

Effect on Industry

Strength

Rank

Weight

Reasoning

Many buyers and few suppliers?

No


Moderately Favorable

2

1

15.00%


There are a larger number of part suppliers to handset manufacturers

Is there a High Chance of Vertical Integration?

No

Moderately Favorable

2

3

10.00%


Part manufacturers are not keen on manufacturing hand sets

Is Product Differentiation High?

No

Moderately Favorable

2

2

10%


Firms can switch suppliers without concern of product differentiation

High Percentage Volume Sold to the Firm?

Yes

Moderately Favorable

2

7

20.00%


Firms can use bargaining on volume basis and attain cost advantage

Is the Supplier Strategically Important for the Firm?

No

Moderately Favorable

2

4

20.00%


Numerous suppliers available

Is the Firm Strategically Important for the Supplier?

Yes

Moderately Favorable

2

5

20.00%


Fewer handset manufacturers as compared to the number of suppliers

Are the Substitute Firms Available to Supplier?

Yes

Moderately Unfavorable

4

6

2.50%


Supplier can sell parts to other firms as there are no technological constraints

Do the suppliers earn low profits?

Yes

Moderately Favorable

2

8

2.5%


As the hardware for handsets is not highly differentiated, the profits are comparatively low for suppliers

OVERALL SUPPLIER POWER LEVEL




Moderately Favorable

2











Buyer power – Handset manufacturers


Factors Underlying Buyer Power

Response

Effect on Industry

Strength

Rank

Weight

Reasoning

Is Buyer Concentration High?

Yes



Unfavorable

5

5

5.00%


Buyers are increasingly demanding and also receiving higher levels of functionality at lower prices.

Is the Market Growth Rate High?

Somewhat

Moderately Favorable

2

4

15.00%


For different reasons though, with growth in US and Europe driven by handset replacement to have access to latest technology and in emerging markets driven by low market penetration,

Is the Firm’s Product Strategically Important to the Buyer?

Somewhat

Moderately Favorable

2

3

5.00%


Buyer needs the phone to use wireless service, but there are enough options available with different value propositions depending on feature based bundling

Is the Buyer Strategically Important to the Firm?

Yes

Unfavorable

5

2

15.00%


Each buyer helps attain economies of scale

Are there Substitutes Available for the Buyer?

Yes

Unfavorable

5

1

15.00%


There are handsets with varying value proposition in terms of features and price providing options. Also there is increased competition from landline companies, Wi-Fi and cable companies.

Is there a High Need of the Firm to Fill Capacity?

Yes

Moderately Unfavorable

4

11

5.00%


To attain economies of scale and reduce costs to make the product attractive to customers

Is there High Threat of Vertical Integration from Customer?

No

Favorable

1

10

5.00%


Customers are not keen to manufacture handsets

Is Buyer Price Sensitivity high?

Yes

Unfavorable

5

6

10%


The buyers in all markets are price sensitive. Corporate and high end users are less price sensitive but their market size comparatively is much smaller

Is the Buyer switching costs high?

Yes

Moderately Unfavorable

4

7

10%


The buyer in most cases has to pay a contract cancellation fee which can be a significant amount. This is partially offset by service providers’ rebates and the facility to keep the telephone number when switching

Is the product a significant portion of buyer’s costs?

No

Moderately Favorable

2

8

10%


The basic handsets are free with a new contract for most subscribers and handsets are also heavily subsidized

Does buyer have full information?

No

Favorable

1

9

5%


The buyer is usually not aware of the full retail price of handsets and the profitability margins associated with it

OVERALL BUYER POWER LEVEL




Moderately Unfavorable

3.6













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