Michael Porter’s Five Forces Model Analysis

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The airline industry, heavily impacted by Michael Porter’s Five Forces model, plays a significant role in the global economy. Currently, the most influential force in this industry is market saturation. Both local and international markets are inundated with an excess of service providers. Airlines continually engage in fierce competition, vying for superiority in areas such as pricing, technology, in-flight entertainment, and customer service. Porter’s Threat of New Entrants considers the potential impact of new competitors on established businesses’ profits. However, given the industry’s current saturation, it is exceedingly challenging for newcomers to penetrate the market.

The high cost of entry is the primary challenge in the airline industry. This is because of several factors, including acquiring and leasing aircraft, implementing safety measures, ensuring security, providing customer service, and hiring staff. Moreover, there are additional barriers such as government restrictions and the reputation of established airlines. Success in this industry also relies on brand recognition and loyalty programs. A well-known airline with appealing incentives can attract customers even with higher prices. Nevertheless, a new competitor has the potential to enter this competitive market more effortlessly by introducing an entirely innovative concept or technology.

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The competitive position of a company can be affected by the bargaining power of buyers, which refers to the influence customers have on a business. This influence can impact prices, volume, and profit potential. With multiple airlines operating from KLIA, competition for customers is high, further increasing the power of the buyers. Customers wishing to travel to and from KLIA have a variety of choices available to them…

Porter’s Five Forces Model

Posted on April 4, 2009 by admin

Porter’s five forces model assists in evaluating the power dynamics within a business context. The model, created by Porter, is a strategic tool used to analyze the profitability of an industry structure. It allows for the assessment of the current strength of a competitive position, as well as the desired strength of a future position.

Porter’s Model is an essential planning tool. Understanding power dynamics allows for leveraging strengths, improving weaknesses, and effective competition. Porter’s model of competitive forces identifies five forces that determine competitive power in a business situation. These forces, as identified by Michael Porter, are:

The air industry in which Qantas operates is analyzed using Porter’s Five Forces analysis (Porter, 1985). This analysis examines the competitiveness and attractiveness of the industry by considering five key competitive forces.

The bargaining power of buyers in the airline industry is high due to intense competition and low switching costs between airline operators. Customers have numerous choices and often prioritize brand loyalty or price when choosing an airline. Qantas’s frequent flyer program promotes customer loyalty and makes it more difficult for passengers to switch to a competing airline operator.

Considering the present saturation in the airline sector, there is minimal risk of new competitors emerging. This industry remains notably costly to enter due to expenses associated with aircraft acquisition or leasing, as well as various operational tasks like safety measures, customer service, and manpower.


Managing suppliers in the airline sector is a challenge due to fierce competition and narrow profit margins. Qantas has maintained its dominant position in the international airline market by deterring new competitors through high entry costs. Furthermore, Qantas effectively competes in the domestic market by leveraging customer loyalty with its Frequent Flyer programme.

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Michael Porter’s Five Forces Model Analysis. (2016, Jun 08). Retrieved from


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