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Bargaining power of suppliers: Increasing prices and reducing the quality of products are potential means suppliers use to exert power over firms competing within an industry.If a firm is unable to recover cost increases by its suppliers through its own pricing structure, its profitability is reduced by its suppliers actions. A supplier group is powerful when:It is dominated by a few large companies and is more concentrated than the industry that it servesSatisfactory substitute products are not available to industry firmsIndustry firms are not a significant customer for the supplier groupSuppliers? goods are critical to buyers? marketplace successThe effectiveness of suppliers? products has created high-switching costs for industry firmsIt poses a credible threat to integrate forward into the buyers? industry.Credibility is enhanced when suppliers have substantial resources and provide a highly differentiated product.Bargaining power of buyers:Buyers want to buy products at the lowest possible prices, the point at which the industry earns the lowest acceptable rate of return on its invested capital.To reduce their costs, buyers bargain for:Higher qualityGreater levels of serviceLower pricesThey purchase a large portion of an industry?s total outputThe sales of the product being purchased account for a significant portion of the seller?s annual revenuesThey could switch to another product for little, if any, costThe industry?s products are undifferentiated or standardized, and the buyers pose a credible threat if they were to integrate backward into the seller?s industry.
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