Marine fishing cluster diagnostic Study

15
 
| PORTER’S FIVE FORCES
Porter’s five forces have been analysed to determine the existing competition and possible change in 
competition. Low, Medium and High labels were assigned to each of the statement. Additionally, colours 
were assigned to each statement, red implies a fiercer competition, orange implying a moderate 
competition, and green implying low competition. For instance, if a number of suppliers are high, green is 
assigned to the statement, as the higher number of suppliers contribute to the lower bargaining power 
of suppliers and ultimately contribute to lower competition. The detailed analysis of the sector using the 
Porter’s model of five forces is given below: 
Medium__•_Number_of_substitute_products_available_-_Medium'>Threat of substitute products - 
Medium
 
•
Number of substitute products available 
- 
Medium
 
•
Buyer’s propensity to substitute - 
Medium
 
•
Relative price performance of 
substitutes - 
Medium
 
•
Perceived level of product
differentiation - 
Medium
 
•
Switching costs - 
Medium
 
Bargaining power of buyers – 
Medium
 
•
Buyer volume (number of 
customers) - 
Medium
 
•
Buyer concentration - 
Medium
 
•
Buyer’s ability to
substitute - 
Medium
 
•
Buyer’s switching costs - 
Medium
 
•
Buyer’s information avail- 
ability - 
High
 
•
Buyer’s threat of 
backward integration - 
Low
 
•
Industry threat of
forward integration -
Medium