Starbucks Case Harvard

In: Business and Management

Submitted By alohakate
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1. Identificación de Competidores por medio de la Cruz de Porter
Hemos decidido para hacer un examen más exhaustivo del caso realizar el análisis de la Cruz de Porter por completo. No sólo enfocándonos en los competidores (Aer Lingus, British Airways) sino también ver las otras variables para poder comprender mejor el escenario en el que se desarrolló la nueva compañía.


Poder de negociación de los Clientes: Ryanair ha decidido finalmente ingresar al mercado interno que ofrece la ruta Dublin-Londres. Como consecuencia de la inclusión de una aerolínea adicional a este mercado, resultará inevitable un aumento en la competencia, que se traducirá en bajas de precio a favor del consumidor (Ryanair oferta sus vuelos sin restricciones a un precio de penetración un 52% menor que los que proporcionan AerLingus y British Airways) pero a su vez en altas en los costos para mantener las ventajas competitivas que los hermanos Ryan pretenden resaltar.
Si éste precio de penetración (98 libras irlandesas) no resulta lo suficientemente llamativo como para que el consumidor elija Ryanair como su principal aerolínea para cruzar de Dublin a Londres en lugar de optar por las 2 compañías más tradicionales de la zona, la empresa se encontrará ante una fuerte presión por parte del consumidor, que podría llegar a desestabilizar su estrategia. La fuerza negociadora del cliente, podría obligarlos a replantear si sus estrategias de distinción son realmente efectivas. Podría suceder que el consumidor elija un servicio de primera clase de menor calidad y pague un precio mayor pero optar por un viaje en una compañía con mayor tradición, cuya ventaja competitiva resida en la vasta experiencia en vuelos Dublin-Londres. Si existe un solo tipo de cliente éste tendrá un importantísimo poder de…...

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