Tag: Business Environment

The primary aim to set up machinery for consultation is to create the required forum and environment for consulting various quarters interested and engaged in foreign trade.

It facilitates to develop a dialogue between Government, industry and the entrepreneurs, at various levels, to discuss varied problems faced by the enterprises and suggest necessary measures to solve the problems. Export is a dynamic industry and faces stiff international competition. It requires innovation, flexible approach and expeditious action to catch the swift changes that emerge as new opportunities. Further, orientation in attitude has to be developed to visualize and anticipate the changes that may overtake the scene. Equally, appropriate Government policies are important to support for rapid growth in international trade. To gear up with the changes, exporter needs guidance and assistance at different stages of export effort. For this purpose, Government has set up several institutions whose function is to support exporter in his endeavors. Institutions that are engaged in expo falls in six distinct tiers. The set-up is:

Department of Commerce

Primary Government agency responsible for formulating and directing Foreign Trade Policy and programs including establishing relations with other countries where needed

Board of Trade

Mechanism to maintain continuous dialogue with trade and industry for appropriate policy measures and corrective action by Government

Commodity specific organizations

Tackling problems connected with individual commodities and groups of commodities Service Institutions Assist exporters to expand their operations to reach world markets more effectively Government Trading organizations

Handling export/import of specified commodities & supplementing efforts of private enterprises in export promotion and import management

Government Policy Making and Consultations

The following bodies are involved in policy making and consultation process:

1. Department of Commerce

Ministry of Commerce is the apex ministry at the central level to formulate and execute India’s foreign trade policy and to initiate various exports promotional measures. e main functions of the Ministry are formulation of international commercial policy, negotiation of trade agreements, formulation of export-import policy and their implementation. has created a network of commercial sections in Indian embassies and high commissions various countries for export-import trade flows. It has set up an “Exporters’ Grievances dressal Cell” to assist exports in quick redressal of grievances. The department of Commerce, in the Ministry of Commerce, has been made responsible for India’s external trade and all matters connected with the same. This is the main organization to formulate and guide India’s foreign trade, formed with the responsibility of promoting India’s interest in international market. The Department of Commerce has six divisions and their functions are as under:

• Trade Policy Division: To keep abreast of the developments in the International organizations like UNCTAD, WTO, the Economic Commissions for Europe, Africa, Latin America and Asia and Far East
• Foreign Trade Territorial: Development of trade with different countries and regions of the world
• Export Products Division: Problems connected with production, generation of surplus and development of markets for the various products under its jurisdiction
• Export Industries Division: Development and Regulation of tobacco, Rubber and cardamom.
• Export Services Division: Export promotion activities relating to handlooms, textiles, woolens, readymade garments, silks, jute and jute products, handicrafts, coir and coir products Problems of Export Assistance
• Economic Division: Formulation of exports strategies, Export planning, Periodic appraisal and Review of policies

2. Board of Trade

It has been set up on May 5, 1989 with a view to provide an effective mechanism to maintain continuous dialogue with trade and industry in respect of major developments in the field of international trade. It provides regular consultation, monitoring and review of India’s foreign trade policies and operations. The board has the representatives from commerce and other important Ministries, Trade and Industry Associations and Export Services Organizations. It is an important national platform for a regular dialogue between the Government and trade and industry. The deliberations in the Board of Trade provide guidelines to the Government for appropriate policy measures for corrective action.

The Minister of Commerce is the chairman of the Board of Trade. The official membership includes Secretaries of the Ministries of Commerce and Industry, Finance (Revenue), External Affairs (ER), Textiles, Chairman of ITPO, Chairman/MD of ECGC, MD of Exim Bank and Deputy Governor of Reserve Bank of India. The non-official members are President of FICCI, ASSOCHAM, CH, FIEO, All India Handloom Weavers Marketing Co-operative Society.

Cabinet Committee regular and effective monitoring of India’s foreign trade performance and related policies

4. Empowered Committee of Secretaries

For speedier and quicker decision making, an Empowered Committee of Secretaries has been set up to assist the Cabinet Committee on Exports.

5. Grievances Cell

Grievances Cell has been established to entertain and monitor disposal of grievances and suggestions received. The purpose is to redress the genuine grievances, at the earliest. The grievance committee is headed by the Director General of Foreign. Trade. At the State level, the head of the concerned Regional Licensing authority heads the grievances committee. The committee also includes representatives of FIEO, concerned Export Promotion Council/ Commodity Board and other departments and organisations. The grievances may be addressed to the Grievances Cell, in the prescribed proforma.

6. Director General of Foreign Trade (DGFT)

DGFT is an important office of the Ministry of Commerce to help formulation of India’s Export4mport formulation policy and implementation thereof. It has set up regional offices in almost all the states and Union territories. These offices are known as Regional Licensing Authorities. The Regional Licensing offices also act as Export facilitation centres.

7. Ministry of Textiles

This is another ministry of Government of India which is responsible for policy formulation, development, regulation and export promotion of textile sector including sericulture, jute and handicrafts etc. It has a separate Export Promotion Division, advisory boards, development corporations, Export Promotion Councils and Commodity Boards. The advisory hoards have been set up to advise the government in the formulation of the overall development programmes in the concerned sector. It also devises strategy for expanding markets in India and abroad. The four advisory boards are as under:

(a) All India Hand loom Board

(b) All India Handicrafts Board

(c) All India Power loom Board

(d) Wool Development Board.

There are Development Commissioners, Handicrafts and Handlooms who advise on matters relating to development and exports of these sectors. There are Textile Commissioner and Jute commissioner who advise on the matters relating to growth of exports of these sectors. Textile committee has also been set up for ensuring textile machinery indigenously, especially for exports.

8. Institutional Framework

Export Promotion Councils and Commodity Boards have been established with the objective of promoting and strengthening commodity specialization. They are the key institutions in the institutional framework, established in India for export promotion.

Export Promotion Councils: There are 19 Councils covering different products. These Councils advise the Government the measures necessary to facilitate future exports growth, assist manufacturers and exporters to overcome various constraints and extend them full range of services for the development of overseas market. The councils also have certain regulatory functions such as the power to de-register errant and defaulting exporters. An idea of the functions of the Export Promotion Council can be had from understanding some of the functions of the Engineering Export Promotion Council. Some of their functions are:

(a) To apprise the Government of exporters’ problems;

(b) To keep its members posted with regard to trade inquiries and opportunities;

(c) To help in exploration of overseas markets and identification of items with export potential;

(d) To render assistance on specific problems confronting individual exporters;

(e) To help resolve amicably disputes between exporters and importers of Indian engineering goods and (f) to offer various facilities to engineering exporters in line with other exporting countries.

Over the years, the role of Export Promotion Councils has reduced to traditional liaison work and has lost their importance. Now, the procedures connected with the foreign trade are more simplified. So, they have to redefine their role to offer concrete market promotional and consolidation programmes and services to their members.

Commodity Boards: There are 9 statutory Boards. These Boards deal with the entire range of problems of production, development, marketing etc. In respect of these commodities concerned, they act themselves as if they are the Export Promotion Councils. These Boards take promotional measures by opening foreign offices abroad, participating in trade fairs and exhibitions, conducting market surveys, sponsoring trade delegations etc.

9. States’ Cell

This has been created under Ministry of Commerce. Its functions are to act as a nodel agency for interacting with state government or Union territories on matters concerning export or import from the state or Union territories. It provides guidance to state level export organizations. It assists them in the formulation of export plans for each state.

10. Development Commissioner, Small Scale industries Organization

The Directorate has the headquarter in New Delhi and Extension Centres are located in almost all the States and Union Territories. They provide export promotion services almost at the door steps of small-scale industries and cottage units. The important functions are:

• To help the small scale industries to develop their export capacities
• To organize export training programmes
• To collect and disseminate information
• To help such units in developing their export markets
• To take up the problems and other issues related to small-scale indus Corporation tries Besides, there are Directorates of Industries, National Small Scale Industries exports from small-scale industries.

Export-Import Bank of India (EXIM Bank) is a government-owned financial institution established in 1982 to promote and finance India’s international trade. It provides loans, guarantees, and credit facilities to Indian exporters and importers, helping them expand their businesses globally. EXIM Bank also supports project exports, overseas investment, and trade-related infrastructure development. It collaborates with foreign governments, financial institutions, and multilateral agencies to enhance India’s export competitiveness. By offering risk mitigation, buyer’s credit, and export credit insurance, EXIM Bank plays a crucial role in facilitating India’s global trade and strengthening economic ties with international markets.

History of EXIM Bank:

Export-Import Bank of India (EXIM Bank) was established in 1982 under the Export-Import Bank of India Act, 1981, as a wholly owned government financial institution to promote and finance India’s international trade. The bank was set up with the objective of enhancing India’s exports, supporting overseas investments, and strengthening economic partnerships with other countries.

In its early years, EXIM Bank primarily focused on export credit financing, providing Indian businesses with loans to expand their global presence. Over time, its role evolved to include project financing, buyer’s credit, supplier’s credit, and trade guarantees. During the 1990s, EXIM Bank introduced Lines of Credit (LOCs) to support trade with developing countries, facilitating Indian businesses in establishing overseas projects.

By the 2000s, EXIM Bank diversified its services to include export credit insurance, venture funding for startups, and technology financing. It also partnered with international financial institutions to promote India’s trade and investment globally. Today, EXIM Bank plays a crucial role in facilitating infrastructure development, supporting MSMEs, and enhancing India’s export competitiveness. With its wide range of financial products, the bank continues to drive India’s global trade and economic growth.

Objectives of EXIM Bank:

• Promoting and Financing Exports

One of the primary objectives of EXIM Bank is to promote and finance India’s exports by providing various credit facilities. It offers export credit, pre-shipment and post-shipment financing, and working capital support to Indian businesses. By ensuring the availability of funds at competitive interest rates, EXIM Bank helps exporters manage their financial needs efficiently. This support enables Indian companies to expand their global market presence, compete with international businesses, and enhance India’s trade balance by increasing exports of goods and services.

• Supporting International Trade and Investment

EXIM Bank plays a key role in facilitating international trade and overseas investments by Indian companies. It provides funding for Indian firms to set up joint ventures, subsidiaries, and production facilities abroad, strengthening India’s presence in global markets. The bank also extends credit lines to foreign governments and institutions, promoting Indian exports of capital goods, technology, and services. This support encourages Indian businesses to explore foreign markets, establish long-term trade relations, and enhance India’s economic engagement with other countries.

• Strengthening Export Competitiveness

To enhance India’s export potential, EXIM Bank provides financial and technical assistance to improve the competitiveness of Indian businesses. It offers market research, trade advisory, and business intelligence services to help exporters identify new opportunities. The bank also supports product innovation, quality enhancement, and process improvement in key industries. By facilitating access to global best practices and technologies, EXIM Bank helps Indian exporters produce high-quality goods and services that meet international standards, boosting their marketability worldwide.

• Facilitating Infrastructure and Project Exports

EXIM Bank plays a vital role in promoting infrastructure and project exports by financing large-scale projects in power, transport, construction, telecommunications, and engineering sectors. It extends buyer’s credit, supplier’s credit, and guarantees to Indian firms executing overseas projects. This assistance enables Indian companies to undertake turnkey projects, consultancy services, and infrastructure development in foreign countries. By financing these projects, EXIM Bank strengthens India’s reputation as a global infrastructure provider and increases the country’s economic footprint in international markets.

• Encouraging Innovation and Technology Upgradation

EXIM Bank actively supports innovation, research, and technology upgradation in export-oriented industries. It provides funding for modernization, automation, and adoption of new technologies to improve production efficiency and product quality. The bank also finances R&D initiatives, helping businesses develop new products and solutions that cater to global demand. By promoting technology-driven exports, EXIM Bank ensures that Indian industries remain competitive and aligned with evolving international trade trends, contributing to sustainable economic growth.

• Risk Mitigation and Export Credit Insurance

Exporters often face risks such as payment defaults, currency fluctuations, and political instability in foreign markets. EXIM Bank provides risk mitigation solutions, export credit insurance, and financial guarantees to safeguard Indian businesses against these uncertainties. It collaborates with agencies like the Export Credit Guarantee Corporation of India (ECGC) to offer insurance coverage against non-payment risks. By providing security against trade-related risks, EXIM Bank helps Indian exporters expand their global reach with confidence, ensuring stable and long-term international business relationships.

Functions of EXIM Bank:

• Financing Export and Import Activities

Export-Import Bank of India (EXIM Bank) provides financial assistance to Indian businesses engaged in export and import activities. It offers various credit facilities, including pre-shipment and post-shipment finance, term loans, and working capital loans. These services help exporters manage production, transportation, and payment risks. By offering financing solutions at competitive interest rates, EXIM Bank ensures smooth trade operations, helping Indian businesses expand their presence in global markets while supporting the nation’s trade balance and economic growth.

• Providing Overseas Investment Support

EXIM Bank facilitates overseas investments by Indian companies through direct financing and credit lines. It assists businesses in setting up joint ventures, subsidiaries, and production units in foreign markets. This function helps Indian firms expand globally, access international markets, and contribute to India’s foreign exchange earnings. By providing structured financial solutions, EXIM Bank strengthens India’s economic ties with other countries, promotes international trade collaborations, and enhances the global competitiveness of Indian enterprises.

• Promoting Project and Infrastructure Exports

EXIM Bank plays a key role in financing infrastructure and project exports, helping Indian firms undertake large-scale projects in construction, energy, transportation, and telecommunications sectors abroad. It provides buyer’s credit, supplier’s credit, and guarantees to ensure the smooth execution of international projects. By financing these initiatives, EXIM Bank not only boosts the export of Indian expertise and technology but also strengthens India’s reputation as a reliable infrastructure and engineering service provider in the global market.

• Offering Export Credit Insurance and Risk Mitigation

International trade involves significant risks, including payment defaults, currency fluctuations, and political instability. EXIM Bank provides export credit insurance, financial guarantees, and risk mitigation solutions to protect Indian exporters against potential losses. It collaborates with agencies like the Export Credit Guarantee Corporation of India (ECGC) to offer trade insurance policies. By ensuring financial security, EXIM Bank helps Indian exporters enter new markets with confidence, minimize trade-related risks, and maintain stable international business relationships.

• Facilitating Trade Finance and Working Capital Assistance

To ensure smooth trade transactions, EXIM Bank provides trade finance solutions, including letters of credit, bill discounting, and export factoring. These services help exporters manage their cash flows efficiently by offering working capital at lower costs. EXIM Bank’s financing solutions enable businesses to fulfill large orders, maintain steady operations, and strengthen their financial position. By offering timely financial support, the bank helps Indian exporters compete effectively in international markets and enhance their global trade presence.

• Supporting Innovation, Research, and Technology Upgradation

EXIM Bank encourages technological advancements and innovation in export-oriented industries by funding research and development (R&D), process improvements, and product innovations. It provides financial assistance for modernization, automation, and adoption of new technologies that enhance the quality and competitiveness of Indian products. By supporting technology-driven exports, EXIM Bank ensures that Indian businesses meet global standards, stay ahead in the competitive international market, and contribute to the sustainable economic development of the country.

The main purpose of industry analysis, in the context of strategic choice is to determine the industry attractiveness, and to understand the structure and dynamics of the industry with a view to find out the continued relevance to strategic alternatives that are there before a firm.

It follows that, for instance, if the industry is not, or no longer, sufficiently attractive (i.e. it does not offer long-term growth opportunities), then the strategic alternatives that lie within the industry should not be considered. It also means that alternative may have to be sought outside the industry calling for diversification moves.

Porter’s Five Forces is a business analysis model that helps to explain why different industries are able to sustain different levels of profitability. The model was originally published in Michael Porter’s book, “Competitive Strategy: Techniques for Analyzing Industries and Competitors” in 1980.

The model is widely used to analyze the industry structure of a company as well as its corporate strategy. Porter identified five undeniable forces that play a part in shaping every market and industry in the world. The forces are frequently used to measure competition intensity, attractiveness and profitability of an industry or market.

These Forces are:

1. Threat of New entrants

This force determines how easy (or not) it is to enter a particular industry. If an industry is profitable and there are few barriers to enter, rivalry soon intensifies. When more organizations compete for the same market share, profits start to fall. It is essential for existing organizations to create high barriers to enter to deter new entrants.

• Low amount of capital is required to enter a market;
• Existing companies can do little to retaliate;
• Existing firms do not possess patents, trademarks or do not have established brand reputation;
• There is no government regulation;
• Customer switching costs are low (it doesn’t cost a lot of money for a firm to switch to other industries);
• There is low customer loyalty;
• Products are nearly identical;
• Economies of scale can be easily achieved.

New entrants raise the level of competition in an industry and reduce its attractiveness. Threat of new entrants depends on barriers to entry. More barriers to entry reduce the threat of new entrants. Some of the key entry barriers are:

• Economies of scale

Industries where the fixed investment is high (such as automobiles), yield higher profits with larger scale of operations. In such industries, established players may have economies of scale of production which new entrants will not have, thus acting as a barrier.

• Capital requirements

Industries that require large seed capital for establishing the business (such as steel) discourage new entrants that cannot invest this amount.

• Switching costs

Customers may face some switching cost like having to buy new spare parts or train employees to run the new machine, in moving from one company to the other, thus discouraging movement of customers from existing players to new entrants.

• Access to distribution

Established players may have access to the most efficient distribution channels. Distribution channel members may not tie up with new entrants who pose competition to their existing partners.

• Expected retaliation

If existing players have large stakes in continuing their business (large investment, substantial revenues, strategic importance), or if they are dominant players, they would retaliate strongly to any new entrant.

• Brand equity

Existing players have established product reputation and built a strong brand image over the years. New players would find it hard to convince customers to switch over to their offering. To incumbent competitors, industry attractiveness can be increased by raising entry barriers. In fact, one of the main objectives of existing players in the industry is to erect strong entry barriers to prevent new competitors from entering the industry.

2. Bargaining Power of Suppliers

Strong bargaining power allows suppliers to sell higher priced or low quality raw materials to their buyers. This directly affects the buying firms’ profits because it has to pay more for materials. Suppliers have strong bargaining power when:

• There are few suppliers but many buyers
• Suppliers are large and threaten to forward integrate
• Few substitute raw materials exist
• Suppliers hold scarce resources
• Cost of switching raw materials is especially high

Bargaining power of suppliers will be high when:

• Many buyers and few sellers

There are many buyers and few dominant suppliers. Suppliers would be in a position to charge higher prices or cause instability in supply of essential products. The buyers should develop more suppliers by agreeing to invest in them and helping them with technologies.

• Differentiated supplies

When suppliers offer differentiated and highly valued components, their bargaining power is higher, since the buyer cannot switch suppliers easily. When many suppliers offer a standardized product, their bargaining power reduces. The buyer should bring the processes that enable the supplier to make differentiated products in-house and buy only standard components from the supplier.

• Crucial supplies

If the product sold by the supplier is a key component for the buyer, or it is crucial for its smooth operations, then the bargaining power of suppliers is higher. The buyer should always keep the production of key components with itself.

• Forward integration

When there is a threat of forward integration into the industry by the suppliers, their bargaining power is higher. There is a strong threat of forward integration when the supplier supplies a very crucial part of the final product. The supplier of engines to an automobile maker is in a very strong position to contemplate making automobiles because it already has expertise over a key component of the final product.

• Backward integration

When there is threat of backward integration by buyers, the bargaining power of suppliers becomes weaker, as the supplier may become redundant if the buyer starts making the same product. The buyer should always have an idea of the technologies that are being employed in making crucial and differentiated products and should be capable of putting together the resources to make these components. Suppliers should always understand that if the buyer is cornered, he will start making the components himself.

• Level of dependence

When the industry is not a key customer group for suppliers, their bargaining power increases. Buyers are dependent on suppliers, though suppliers do not focus on the customer group. The suppliers can survive even when they stop supplying to the buyers as the major part of their business is coming from some other industry. The buyers should be careful in selecting their suppliers. They should select suppliers who have strong stake in the buyers’ industry and not those who only have peripheral interests in the buyers’ industry.

3. Bargaining Power of Buyers

Buyers have the power to demand lower price or higher product quality from industry producers when their bargaining power is strong. Lower price means lower revenues for the producer, while higher quality products usually raise production costs. Both scenarios result in lower profits for producers. Buyers exert strong bargaining power when:

• Buying in large quantities or control many access points to the final customer
• Only few buyers exist
• Switching costs to other supplier are low
• They threaten to backward integrate
• There are many substitutes
• Buyers are price sensitive

Higher bargaining power of customers implies that they can seek greater compliance from the companies of the industry.

• Few dominant customers

When there are few dominant customers and many sellers, customers can exercise greater choice. They also dictate terms and conditions to the supplier. This is true in industrial markets where many suppliers make standard components for a few Original Equipment Manufacturers. The OEMs are able to extract big concessions on price and coerce the suppliers to provide expensive services like just-in-time supplies. The suppliers have to agree to debilitating terms of the buyers if they have to continue to supply to them.

• Non-differentiated products

If products sold by the players in the industry are standardized, or there are little differences among them, buyers can easily switch over to competitors, increasing their bargaining power. This is increasingly happening in consumer markets. Customers are not able to tell one manufacturer’s product from that of another. The result is that the customers are buying mostly on price and the manufacturers are reducing prices to lure customers.

The problem with such an approach is that with reduced profits, a company’s ability to differentiate its product further goes down. The manufacturer is caught in the spiral of low differentiation-low price-low profits- further low differentiation-further low prices-further low profits. The manufacturer has to break this chain and collect resources to differentiate its product so that it can fetch a higher price and profit.

• Small proportion of customer’s total purchase

If the product offered by the firm is not important or critical for the customer, the bargaining power of customers is higher. The product may be of a relatively smaller value in the overall disposable income of the customer. This may work out to be to the advantage of the seller.

The customer will not be overly worried if the supplier raises its price by small amount as the slightly increased expenditure will not be a big dent in the income of the customer. As level of economic prosperity rises, manufacturers of packaged foods and other fast moving consumer goods can increase the quality and price of their products. Customers would not mind paying slightly higher prices for better products.

• Backward integration

Customers may threaten to integrate backward into the industry, and compete with suppliers. This may be a reality in industrial markets but it is very rare in consumer markets. Most customers do not have the resources to start making what they buy.

• Forward integration

Suppliers can threaten to integrate forward into customers’ industry. The customers have to understand and contain the imminent threat of competition from their suppliers. This threat is meaningless in consumer markets but the threat is real in industrial markets, particularly when the supplier is supplying a key component.

• Key supplies

The industry is not a key supplying group for buyers. In consumer markets, one manufacturer supplies only a small fraction of his total purchases.

4. Threat of Substitutes

This force is especially threatening when buyers can easily find substitute products with attractive prices or better quality and when buyers can switch from one product or service to another with little cost. For example, to switch from coffee to tea doesn’t cost anything, unlike switching from car to bicycle.

• Buyer’s willingness to substitute

Buyers will substitute when the industry’s product is not strongly differentiated, so the buyers will not have developed strong preference for the product. In industrial markets, the product should be either enhancing value of the final product it becomes a part of, or is enhancing the operation of the buyer.

•  Relative prices and performance of substitutes

If the substitute enhances the operation of the customer without incurring additional costs, substitute product would be preferred.

• Costs of switching over to substitutes

In industrial markets, if a company has to buy another manufacturer’s product, the company will have to buy new spare parts and will have to train its operations and maintenance staff on the new machine.

The substitute products satisfy the same general need of the customer. The customer evaluates various aspects of the substitute products such as prices, quality, availability, ease of use etc. Relative substitutability of products varies among customers. The threat of substitute products depends on how sophisticated the needs of the buyers are, and how strongly entrenched their habits are. Some people will continue to drink coffee, and will never ever switch to drinking tea, no matter how costly coffee may become.

A company can lower threat of substitute products by building up switching costs, which may be monetary or psychological-by creating strong distinctive brand personalities and maintaining a price differential commensurate with perceived consumer value.

5. Rivalry among existing competitors

This force is the major determinant on how competitive and profitable an industry is. In competitive industry, firms have to compete aggressively for a market share, which results in low profits. Rivalry among competitors is intense when:

• There are many competitors
• Exit barriers are high
• Industry of growth is slow or negative
• Products are not differentiated and can be easily substituted
• Competitors are of equal size
• Low customer loyalty

The intensity of rivalry between competitors depends on:

• Structure of competition

An industry witnesses intense rivalry amongst its players, when it has large number of small companies or a few equally entrenched companies. An industry witnesses less rivalry when it has a clear market leader. The market leader is significantly larger than the industry’s second largest player, and it also has a low cost structure.

• Structure of costs

In an industry which has high fixed costs, a player will cut price to attract competitors’ customers to fill capacity. A player may be willing to price just above its marginal cost, and since the industry’s marginal cost is low, it is not unusual to see price cuts of 50-70 per cent Such price cuts are almost always matched by competitors, because all of them are trying to fill capacity. The inevitable result is a price war.

• Degree of differentiation

Players of an industry whose products are commoditized will essentially compete on price, and hence price cuts of a player will be swiftly matched by competitors, resulting in intense rivalry. But when players of an industry can differentiate their products, they understand that customers do not associate the industry’s products with a single price, and that the price of a product is dependent on its features, benefits and brand strength. Players of such an industry compete on features, benefits and brand strength, and hence rivalry is less intense. When a player cuts price, its competitor can react by adding more features, providing more benefits, or hiring a celebrity in its advertisements, instead of cutting price.

• Switching costs

Switching cost is high when product is highly specialized, and when the customer has expended lot of resources and efforts to learn how to use it. Switching cost is also high when the customer has made investments that will become worthless if he uses any other product. Since a customer of a company is not likely to be lured by competitors’ price cuts and other manoeuvres, competitive rivalry is less in such an industry.

• Strategic objectives

When competitors are pursuing build strategies, they will match the price cuts of a player because they do not want to lose market share to the player who has cut price. Therefore, rivalry will be intense. But when competitors are pursuing hold or harvest strategies, they will not be too keen to match the price cuts of a player, because they are more interested in profits than market share. Therefore, rivalry will be less intense.

• Exit barriers

When players cannot leave an industry due to factors such as lack of opportunities elsewhere, high vertical integration, emotional barriers or high cost of closing down a plant, rivalry will be more intense. In such an industry, players will compete bitterly as they do not have the option to quit. But, when exit barriers are low, players who are not good enough, or who have found more attractive industries to enter, can exit. With fewer numbers of players in the industry now, rivalry will be less intense.

Although, Porter originally introduced five forces affecting an industry, scholars have suggested including the sixth force: complements. Complements increase the demand of the primary product with which they are used, thus, increasing firm’s and industry’s profit potential. For example, iTunes was created to complement iPod and added value for both products. As a result, both iTunes and iPod sales increased, increasing Apple’s profits.

Environmental Threat and Opportunity Profile (ETOP) is a strategic management tool used to analyze the external environment of an organization. It involves identifying and assessing the key threats and opportunities that exist in the external environment, including factors such as market trends, regulatory changes, competitive dynamics, technological advancements, and socio-economic factors. ETOP helps organizations understand the forces shaping their industry and anticipate potential challenges and opportunities. By systematically evaluating external factors, organizations can develop strategies to capitalize on opportunities and mitigate threats, thereby enhancing their competitive advantage and long-term sustainability in the market. ETOP analysis is an essential component of strategic planning and decision-making processes for organizations seeking to adapt to changing external conditions.

ETOP Preparation:

1. Identify External Factors:

Begin by identifying all relevant external factors that could potentially impact the organization’s performance and competitiveness. These factors may include market trends, technological advancements, regulatory changes, economic conditions, social and cultural trends, competitive dynamics, and environmental factors.

2. Gather Information:

Collect data and information on each external factor identified. This may involve conducting market research, gathering industry reports, monitoring news and publications, analyzing competitor activities, and consulting with experts in the field.

3. Assess Impact and Significance:

Evaluate the impact and significance of each external factor on the organization. Determine whether each factor represents a threat, an opportunity, or both, and assess the magnitude of its potential impact.

4. Prioritize Factors:

Prioritize the external factors based on their level of importance and relevance to the organization. Focus on those factors that are most critical and have the greatest potential to affect the organization’s performance and strategic objectives.

5. Develop Profiles:

Develop separate profiles for threats and opportunities. For each profile, summarize the key external factors, their impact on the organization, and any implications for strategic decision-making.

6. Strategic Implications:

Analyze the strategic implications of the identified threats and opportunities. Determine how the organization can capitalize on opportunities to gain a competitive advantage and how it can mitigate threats to minimize risks and vulnerabilities.

7. Integration with Strategy:

Integrate the ETOP findings into the organization’s strategic planning process. Use the insights gained from the analysis to inform the development of strategies and action plans that align with the organization’s goals and objectives.

8. Regular Review and Update:

Periodically review and update the ETOP to reflect changes in the external environment. Environmental conditions are dynamic, so it’s essential to stay informed and adapt strategies accordingly.

ETOP Dimensions:

1. Market Trends:

This dimension focuses on trends in the market, such as changes in consumer preferences, demand patterns, industry growth rates, and emerging market segments.

2. Technological Factors:

This dimension includes advancements in technology that could impact the organization’s operations, products, services, and competitive position. It involves assessing technological trends, innovation cycles, and the adoption of new technologies.

3. Regulatory and Legal Environment:

This dimension involves analyzing regulatory changes, government policies, laws, and compliance requirements that could affect the organization’s operations, industry standards, and market entry barriers.

4. Economic Factors:

This dimension encompasses economic conditions such as GDP growth, inflation rates, interest rates, exchange rates, and unemployment levels. It assesses how macroeconomic trends could influence consumer spending, investment decisions, and overall business performance.

5. Social and Cultural Factors:

This dimension considers societal trends, cultural norms, demographic shifts, lifestyle changes, and societal values that could impact consumer behavior, market demand, and business opportunities.

6. Competitive Dynamics:

This dimension involves analyzing the competitive landscape, including the actions of competitors, market share dynamics, pricing strategies, product differentiation, and barriers to entry.

7. Environmental Factors:

This dimension includes environmental trends, sustainability concerns, climate change impacts, and regulations related to environmental protection. It assesses how environmental factors could affect operations, supply chains, and reputational risks.

8. Global Factors:

This dimension focuses on global trends, international trade policies, geopolitical developments, and economic interdependencies that could influence the organization’s global operations, supply chains, and market opportunities.

ETOP Challenges:

1. Data Collection and Analysis:

Gathering relevant data on external factors can be challenging, especially when dealing with complex and dynamic environments. Ensuring the accuracy, reliability, and completeness of the data requires thorough research and analysis.

2. Interconnectedness of Factors:

External factors are often interconnected and can have ripple effects across multiple dimensions. Analyzing the interrelationships between different factors and understanding their combined impact on the organization can be complex.

3. Subjectivity and Bias:

ETOP analysis involves subjective judgments and interpretations, which can be influenced by the biases and perspectives of individuals conducting the analysis. Ensuring objectivity and minimizing bias is essential for generating reliable insights.

4. Environmental Uncertainty:

External environment is characterized by uncertainty, volatility, and unpredictability. Factors such as technological advancements, regulatory changes, and market disruptions can create uncertainty and make it challenging to anticipate future developments accurately.

5. Time and Resource Constraints:

Conducting a comprehensive ETOP analysis requires time, resources, and expertise. Organizations may face constraints in terms of available resources, making it difficult to conduct thorough and timely analyses.

6. Complexity of External Environment:

External environment is multifaceted and constantly evolving, making it difficult to capture all relevant factors comprehensively. Identifying emerging trends, disruptive technologies, and regulatory changes requires ongoing monitoring and adaptation.

7. Integration with Strategy:

Translating ETOP findings into actionable strategies and initiatives can be challenging. Aligning the analysis with the organization’s strategic goals and objectives and integrating it into the strategic planning process requires careful consideration and collaboration across departments.

8. Resistance to Change:

ETOP analysis may reveal threats and challenges that require organizational change and adaptation. Resistance to change from internal stakeholders, such as employees and management, can hinder the implementation of necessary strategic initiatives.