How Would You Assess the Attractiveness of the Digital Marketing Industry Using the Six Forces Framework?

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Threat of New Entrants: (“The high quality labor intensive creative and technological excellence, was difficult to scale due to scarce talent in marketplace and conflicting client needs”, p.1, para 2). From the above statement, it would be fair to infer that in the digital marketing industry (particularly in case of HUGE), economies of scale is nonexistent. Hence, there is no cost advantage that comes with volume. There are however a few barriers to entry for new entrants because of the “network effects”. (“JetBlue put Huge on the map and increased its credibility as a partner for larger business issues”, p.6, para 3). On the other hand, in most cases there is nothing proprietary about this industry, unless you have a technology patent; leaving it with no incumbent advantages. Also, there’s very low capital requirement for getting into or exiting the industry, anyone who knows the job can start a digital marketing firm. The industry is growing rapidly and there’s a huge potential for profit which implies a high threat for new entrants. Threat of Substitutes: Management consulting firms are one of the threats for substitution. (“Management Consultants doubled as potential clients as well as direct competitors in terms of offering digital strategy”, p.9, para 2). Another outside industry threat is the IT firms. (“Huge found itself pitching against an IT company who were offering many of the services as Huge” p.9, para 3). Another threat of substitute could be companies hiring in house people to save costs, in which case they will have to compete with them in terms of attracting talent as well. Freelancers seem to be another plausible substitute outside the industry. This shows that there’s a high threat for substitutes. Bargaining Power of Buyers: In this industry, some buyers are buying in volumes that are large compared to the vendor. (“Huge tended to

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