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Analysis Of Competitive Forces Industry


The market was previously dominated by smaller independent stores owned by local people in the area. Such companies as Sport Check have begun taking over the market much like the revolution of the average grocery store into the supermarkets of today. These new sporting stores have every piece of equipment for every sporting activity all under one roof. What this gives them is massive purchasing power which is the main factor that can sway power towards the side of the consumer. The companies do not however have any potential to integrate backwards, the sporting goods industry is one which is dominated by brand names and promotions leaving these retailers the ability to produce merely accessories such as towels, water bottles etc. From the same point this does not give the customer much of an option as to which products to put on their shelves, the products are very elastic and the final consumer knows what they want and it is up to the retailer to provide these products if they wish to stay competitive. The power of customers is thereby considered to be low to medium seeing that there are few suppliers for each specific piece of sporting goods equipment and due to the fact that the market primarily consists of final consumers that are name brand orientated. These final consumers usually know what they are looking for so it is a necessity for the retailer to provide these name brands at all costs. .
             Threat of New Entry: .
             Whether looking at entrance into this market from the buyer's side or from the seller's side, the process of entering this market is not usually a successful one. Firstly from the seller's side, the companies currently holding the large shares in this market have economies of scale working to their benefit. They are producing maximum amounts of their products at minimal costs whereas new entrants will be paying a higher manufacturing cost thereby not being able to compete to the extent of the existing manufacturers.


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