Using Porter to Evaluate the Movie Rental Industry

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Using Porter’s Five Forces Model, evaluate the relative attractiveness of entering the movie rental business: 1. Is buying power low or high? Using Porter’s Five Forces Model, the relative attractiveness of entering the movie rental industry is quite low. The first force, uyer power, can be rated as high in this particular industry. Consumers have a variety of choices when deciding which source to rent movies from. As stated in this problem, buyers can choose to rent videos from a local video rental store, by ordering from their pay-per-view subscription, and renting videos online. Some movie rental companies hold particular competitive advantages. HBO subscribers have the option to watch any movie that is available on that network at any time. Netflix allows their customers to order movies online for a small fee of $7.99 per month. In addition, Netflix customers have the option to maintain their own movie list. Another source to rent movies from is free online streaming. 2. Is supplier power low or high? On the other hand, supplier power in the movie rental industry is recognized as low. As previously described, there are many different choices to rent movies from. In spite of this realization, movie rental companies need to constantly maintain competitive advantages in order to stay afloat in this business. Examples of supplier power at the weaker end of the spectrum are video rental stores. These sources lack significant competitive advantages. The only competitive advantages that can be recognized only appeals to customers who do not rent movies frequently. Such customers have no use for paying the monthly fees for Netflix or HBO since they do not watch movies very often. 3. Which substitute products and services are perceived as threats? According to the Five Forces Model, the threats of substitute products or services in this case are moderately high.

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