{"id":993,"date":"2019-05-16T14:39:06","date_gmt":"2019-05-16T13:39:06","guid":{"rendered":"https:\/\/www.imenik-podjetij.com\/nasveti\/?p=993"},"modified":"2022-02-17T10:41:40","modified_gmt":"2022-02-17T09:41:40","slug":"analizirajte-konkurenco-s-pomocjo-porterjevega-modela-5-silnic","status":"publish","type":"post","link":"https:\/\/www.imenik-podjetij.com\/nasveti\/analizirajte-konkurenco-s-pomocjo-porterjevega-modela-5-silnic\/","title":{"rendered":"Analizirajte konkurenco s pomo\u010djo Porterjevega modela 5 silnic"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-995\" src=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2019\/05\/strategy.jpg\" alt=\"\" width=\"1200\" height=\"800\" srcset=\"https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2019\/05\/strategy.jpg 1200w, https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2019\/05\/strategy-300x200.jpg 300w, https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2019\/05\/strategy-768x512.jpg 768w, https:\/\/www.imenik-podjetij.com\/nasveti\/wp-content\/uploads\/2019\/05\/strategy-1024x683.jpg 1024w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p><span style=\"font-weight: 400\">V ve\u010dini panog so si podjetja med seboj zelo odvisna, poteza enega konkurenta obi\u010dajno povzro\u010di reakcijo drugih podjetij, zato je potrebno konkurenco posebej podrobno analizirati.<\/span><\/p>\n<p>Pri analizi si lahko pomagamo s Porterjevim modelom 5 silnic.&nbsp;<span style=\"font-weight: 400\">Michael Porter , poznan ekonomist v modelu predstavi pet silnic, ki bistveno vplivajo na strukturo panoge in s tem tudi na privla\u010dnost za vstop:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400\"><strong>Konkurenca <\/strong><\/li>\n<li style=\"font-weight: 400\"><strong>Nevarnost vstopa novih podjetij (potencialna konkurenca)<\/strong><\/li>\n<li style=\"font-weight: 400\"><strong>Pogajalska mo\u010d kupcev <\/strong><\/li>\n<li style=\"font-weight: 400\"><strong>Pogajalska mo\u010d dobaviteljev <\/strong><\/li>\n<li style=\"font-weight: 400\"><strong>Gro\u017enja substitutov<\/strong><\/li>\n<\/ol>\n<h3>1. KONKURENCA<\/h3>\n<p><span style=\"font-weight: 400\">Int<\/span><span style=\"font-weight: 400\">enzivnost konkurence je odvisna od naslednjega: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">\u0161tevila konkurentov<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">stopnje rasti panoge<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">zna\u010dilnosti izdelka\/storitve<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">dele\u017ea stalnih stro\u0161kov<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">omejitev zmogljivosti (kadar podjetja lahko pove\u010dajo proizvodnjo le v velikem obsegu in s tem vplivajo na ravnote\u017eje med ponudbo in povpra\u0161evanjem)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">vi\u0161ine izstopnih ovir iz panoge<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">raznolikosti konkurentov<\/span><\/li>\n<\/ul>\n<h3>3. NEVARNOST VSTOPA NOVIH KONKURENTOV<\/h3>\n<p><span style=\"font-weight: 400\">Nevarnost vstopa novih podjetij v panogo je odvisna od vstopnih ovir in odzivov obstoje\u010dih konkurentov.<\/span><b> Najpogostej\u0161e vstopne ovire so<\/b><span style=\"font-weight: 400\">:&nbsp;<\/span><\/p>\n<ul>\n<li><b>ekonomija obsega<\/b><span style=\"font-weight: 400\"> (kadar podjetje lahko vstopi le z velikim obsegom, ki pomeni tudi velike stro\u0161ke)<\/span><\/li>\n<li><b>raznolikost izdelkov\/storitev <\/b><\/li>\n<li><b>velike potrebe po kapitalu<\/b><span style=\"font-weight: 400\"> (gradnja ali nakup proizvodnih prostorov, visoki stro\u0161ki proizvodnje, zalog, marketin\u0161kih aktivnosti, itd.)<\/span><\/li>\n<li><span style=\"font-weight: 400\">&nbsp;<\/span><b>stro\u0161ki zamenjave dobavitelja<\/b><span style=\"font-weight: 400\"> (enkraten stro\u0161ek kupca ob menjavi dobavitelja, npr. za novo opremo, izobra\u017eevanje, itd.),<\/span><\/li>\n<li><b>dostopnost prodajnih poti &nbsp;in zakonodajne ovire<\/b><span style=\"font-weight: 400\"> (politika, vladni ukrepi). <\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>3. POGAJALSKA MO\u010c KUPCEV<\/h3>\n<p><span style=\"font-weight: 400;font-size: 16px\">Kupci lahko &nbsp;izrabljajo svojo potencialno mo\u010d za doseganje dolo\u010denih ciljev, ki so najpogosteje zni\u017eanje cen, &nbsp;pove\u010danje kakovosti in dodatnih storitev.<\/span><\/p>\n<h3><\/h3>\n<h3>4. POGAJALSKA MO\u010c DOBAVITELJEV<\/h3>\n<p><span style=\"font-weight: 400\"> Dobavitelji tudi lahko izrabljajo svojo potencialno mo\u010d za doseganje ciljev. Dobavitelji so mo\u010dni, kadar lahko brez ve\u010djih posledic spreminjajo cene ali kakovost svojih izdelkov, kar ima velik vpliv na dobi\u010dkonosnost podjetij v panogi.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3>5. GRO\u017dNJA SUBSTITUTOV<\/h3>\n<p><span style=\"font-weight: 400\">Konkurenco predstavljajo tudi podjetja, ki nudijo nadomestne proizvode\/storitve &#8211; t.i. substitute (npr. pravi \u010daj kot substitut za kavo). \u010ce postanejo substituti privla\u010dnej\u0161i glede cene in funkcionalnosti, kupci lahko preusmerijo svoje nakupe na substitute. <\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><strong>Kdaj je panoga privla\u010dna? <\/strong><\/h3>\n<ol>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ko ni velikega rivalstva med konkurenti.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">So vstopne ovire relativno visoke.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Ko ne obstaja nobenih dobrih substitutov.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">So dobavitelji v slabi pogajalski poziciji.<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">So kupci v slabi pogajalski poziciji.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Smisel in namen izdelave Porterjeve analize petih silnic v okviru poslovnega na\u010drta je, da podjetje pripravi ustrezno strategijo, s pomo\u010djo katere se lahko obrani konkurentov in si z njo na dolgi rok zagotovit tr\u017eni dele\u017e.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400\">Vir: <\/span><a href=\"https:\/\/hbr.org\/2008\/01\/the-five-competitive-forces-that-shape-strategy\"><span style=\"font-weight: 400\">https:\/\/hbr.org\/2008\/01\/the-five-competitive-forces-that-shape-strategy<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-left kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;left&quot;,&quot;id&quot;:&quot;993&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;2&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;5&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Oceni prispevek&quot;,&quot;legend&quot;:&quot;5\\\/5 - (2 votes)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Analizirajte konkurenco s pomo\u010djo Porterjevega modela 5 silnic&quot;,&quot;width&quot;:&quot;142.5&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 142.5px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            5\/5 - (2 votes)    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>V ve\u010dini panog so si podjetja med seboj zelo odvisna, poteza enega konkurenta obi\u010dajno povzro\u010di reakcijo drugih podjetij, zato je potrebno konkurenco posebej podrobno analizirati. Pri analizi si lahko pomagamo s Porterjevim modelom 5 silnic.&nbsp;Michael Porter , poznan ekonomist v<\/p>\n","protected":false},"author":6,"featured_media":995,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-993","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-druzbenih-omrezij"],"yoast_head":"<title>Analizirajte konkurenco s pomo\u010djo Porterjevega modela 5 silnic<\/title>\n<meta name=\"description\" content=\"V ve\u010dini panog so si podjetja med seboj zelo odvisna, poteza enega konkurenta obi\u010dajno povzro\u010di reakcijo drugih podjetij, zato je potrebno konkurenco\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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