Mango Presentation Essay

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Corporate Business | Mango’s Strategic Management | | Ana Ruiz, Rubén Mendiondo, Ramón Varela, Vicente Moraleda 14/03/2012 | Table of Contents 1. Porter’s Five Competitive Forces 3 2. SWOT Analysis 6 3. Combination of Internal and External Environment 8 4. Strategies 9 Porter’s Five Competitive Forces Porter's five forces analysis is a framework for industry analysis and business strategy development to derive five forces that determine the competitive intensity and therefore attractiveness of a market. Attractiveness in this context refers to the overall industry profitability. An "unattractive" industry is one in which the combination of these five forces acts to drive down overall profitability. A very unattractive industry would be one approaching "pure competition", in which available profits for all firms are driven to normal profit. Three of Porter's five forces refer to competition from external sources. The remainders are internal threats. Porter referred to these forces as the micro environment, to contrast it with the more general term macro environment. They consist of those forces close to a company that affect its ability to serve its customers and make a profit. This analysis is just one part of the complete Porter strategic models. The other elements are the value chain and the generic strategies. Porter developed his Five Forces analysis in reaction to the then-popular SWOT analysis, which he found unrigorous and ad hoc. Porter's five forces is based on the Structure-Conduct-Performance paradigm in industrial organizational economics. It has been applied to a diverse range of problems, from helping businesses become more profitable to helping governments stabilize industries. Strategy consultants occasionally use Porter's five forces framework when making a qualitative evaluation of a
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