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Do top two firms have a bargaining advantage with suppliers

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Assignment:

GE will not remain in an industry unless it is either the largest or second largest (based on market share) competitor in the industry. Is this good a strategy to follow? Discuss.

• Depends on gap between top two firms and the next largest

o Are only the top two firms large enough to offer a complete range of brands so that they can attract the best located and most cost efficient distribution channels?

o Do the top two firms have a bargaining advantage with suppliers?

• Depends on whether the top two firms have become complacent and keep doing things the way they have for many years - opportunity for disruption by developing a new business model

• Depends on the following:

o Are there economies of scale, and are only the top two firms large enough to realize these economies and the resulting cost advantage?

o Have the top two firms created significant switching costs for customers?

o Can the top two firms, individually or collectively, deter entry?

• Dominant firms can influence the basis for competition, forcing all the other firms to compete where the dominant firms have an advantage -consider the Stackelberg model, or the first firm to win a patent race.

Reference no: EM133319472

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