Marketing relacional en el comercio electrónico Miguel Ruiz Avance 3..

Porter’s Five Forces                         

• Threat of new entrants
• Rivalry among existing firms
• Threats of substitute products
• Determinant of buyer power
• Determinant of supplier power

Analysis:

1. Threat of new entrants

The Ministry of Foreign Trade and turisimo in Peru has revealed that there is a significant recovery in the tourism sector in 2015, where the numbers say it has grown by 8.8% over the previous year and for the coming years equally, even greater. But now the airline industry is not going through a good situation, as the Jorge Chavez airport, is at its maximum limit of capacity and infrastructure in provinces need reinforcement. Jorge Chavez airport is at its maximum number of passenger and cargo traffic. There are more than 17 million passengers traveling in Peru, when the estimated capacity is 10 million. For the year 2019 the IATA said that Peru is not focused on the growth of the airport and that while other countries have predicted increasing their gates, in Peru, the 19 gates will not increase. harming future competitors in the market.

(http://www.portaldeturismo.pe/index.php/editorial/item/1237-atencion-industria-aerea-peruana-esta-en-emergencia-editorial, s.f.)

1. Rivalry among existing firms

In Peru there are 5 air tranport companies that market share is distributed nationally, there are 20 companies but only a 5 protrude from the other, the Directorate General of Civil Aviation (DGAC) states the following participation:

Lan Peru 6 million passengers with 62% share of the domestic market

Peruvian Airlines with 1.5 million passengers with 14% market share.

Avianca (formerly TACA PERU) with 1.2 million passengers with 12% market share.

Star Peru with 600 thousand passengers with 6% market share

LC Peru with 500 thousand passengers with 4.8% market share.

Behind these five companies other airlines that handle less than 0.5% of the market, each appear. ATSA is the case, North American Service, Saeta, Air Majoro, Air Services Los Andes, Aero Palcazu, Vive Peru, Mobile Air, Aerodiana, Travel Air, among others.

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(http://elcomercio.pe/visor/1830243/1168540-se-viene-nueva-ola-ofertas-mercado-aerolineas-noticia, s.f.)

1. Threats of substitute products

Substitute service of air tranport is land transport, which has not changed in ùlitmos years, as only recorded a growth of 5% since 2010, and one of the factors of low growth is the presence of units transport more than 30 years old, this makes land transport, does not compete with the level of service provided in air transport.

The main source of revenue land transport according to the Ministry of transport and communications is the cargo interprovincial, which has resulted in an increasing number of companies, hurting even more traffic.

(http://es.slideshare.net/ssmv/mercado-de-transporte-terrestre-peruano, s.f.)

1. Determinant of buyer power

The National Chamber of turistm says that 2015 ended with a growth of 7% of passengers and tourists nationwide in air transport. But they say the phenomenon of the child is an important factor that can affect the preference of this transport. But this factor does not affect much as they have forecast a growth in the number of passengers and tourists two digits for the airlines. Thanks to these tourists the figures would increase considerably. The local tourist spends only 400 soles to make their travel and this is driving a new culture travel throughout the national territory.

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