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If you were confused by the example Michael gave about coffee percolators, they were devices that were popular in the 1970's and 80's in homes. They made *fancy* coffee. Of course today better and cheaper alternatives are available.

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Cordless Electric Percolator - Innovations

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Many coffee connoisseurs believe there’s just one way to extract the bean’s full flavour - forcing hot water up a central spout to t...

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weak forces represent more chances and profit

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Competition in the industry is inevitable, the role of the strategist is extremely important as their actions determine the position the company would gain in the constantly shaping competition.

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Strategy are not just responses to competition, they are also moves that help companies find an edge in the current economy where different forces influences the company's success.

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That competition is influenced by many different elements and corresponding sub-factors, and is not just the traditional view of two organisations in a similar industry competing against one another. It is very intricate and highlights the importance of strategic planning at a business level.

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It is important to analyse the industry and understand each type of competitive forces in order to determine its attractiveness for organisations to enter.

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It causes me to want to take reference from other airlines in other continents that have done similar/aspire to do something similar to Bonza (budget airlines) in the past and to assess why it worked/did not work for them. On a larger scale, to also understand how airlines, no matter the target audience, may be enticed to enter the industry/stay away from it.

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The current airline companies may hold desirable or strong position in the industry, however they are not immune to threats such as a shift in supply and demand, Policy changes and low cost substitutes.

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Most small companies have to innovate and be different in their products in order to compete with big players and stand out in the market

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the company should adopt  a strategy that allows for them to be less affected by the actions of competitors, while allowing for them to stand out from their competitors

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perfectly competitive offers the worst prospect for long-run profitability. Weaker the forces collectively, however, the greater the opportunity for superior performance. strategist’s goal is to find a position in the industry where his or her company can best defend itself against these forces or can influence them in its favor.

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The seriousness of the threat of entry depends on the barriers present and on the reaction from existing competitors that entrants can expect.

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Porter's Five Forces helps us to analyse the airline industry and identify the relevant aspects in which organisations have opportunities to capitalise on and the areas where there is greater threat of competition in the industry.

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3 Things to do to stand against the competitors. 

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3 Things to do to stand against the competitors. 

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1. Positioning the company-
2. Influencing the balance
3. Exploiting industry change-