Based on the porter's five analysis following is the
order from first to third of the three most critical issues in
terms of their potential impact on the genomic
industry.
- BARRIERS TO ENTER : This force determines how
easy (or not) it is to enter a particular industry. If an industry
is profitable and there are few barriers to enter, rivalry soon
intensifies. It is essential for existing organizations to create
high barriers to enter to deter new entrants.
- RIVALRY : This force is the major determinant
on how competitive and profitable an industry is. In competitive
industry, firms have to compete aggressively for a market share,
which results in low profits.
- THREATS OF SUBSTITUTES: This force is
especially threatening when buyers can easily find substitute
products with attractive prices or better quality and when buyers
can switch from one product or service to another with little
cost.