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Fuerzas competitivas de Porter en el sector aéreo de España

Las fuerzas competitivas de Porter constituyen un elemento esencial para el análisis del grado de atractivo de un sector. Estos factores que rodean a la empresa son cinco:

Poder negociador de los proveedores. Los proveedores son elemento clave en la empresa puesto que suministran las materias primas. Por ello, tienen poder negociador sobre la empresa en función del número de proveedores, de los productos sustitutivos, del nivel de importancia del producto para la empresa, de la diferenciación del producto del proveedor y de la amenaza de integración hacia delante.

Poder negociador de los compradores. Los compradores tienen poder cuando están concentrados, el producto está estandarizado o pueden cambiar a otro producto a un coste más bajo.
Posibilidad de competidores potenciales. Las posibilidades de competidores potenciales se miden a través de las barreras de entrada. Existen dos tipos: las legales, como son las normativas del sector, patentes, licencias, etc.; y las económicas, elevadas inversiones o inversiones específicas, el acceso privilegiado a materias primas que puedan tener las empresas instaladas así como las ventajas de diferenciación, las ventajas en costes y las represalias.
Grado de rivalidad de un sector. La competencia dentro de un determinado sector depende del número de competidores que existan, de lo diferenciados o no que estén los productos, de la demanda de bienes y también depende de las barreras de salida.
Posibilidad de productos sustitutivos. Los productos sustitutivos son aquellos bienes que ofertan, o bien más prestaciones a igual precio, o bien un precio más bajo a igual prestaciones respecto al producto que hacen referencia. Los productos sustitutivos limitan las actuaciones y la política de la empresa puesto que esta debe adaptarse a las exigencias del mercado.
Para entender mejor este análisis fundamental de la economía de la empresa, apliquemos estos conceptos al sector aéreo en España. En nuestro país existen diversas empresas que se dedican a este tipo de transporte tales como son IBERIA, Spanair, etc., además también hay multitud de empresas internacionales que operan aquí. Por todo ello, ¿es un sector interesante para instalar una empresa?; analicemos las fuerzas de Porter:

Poder negociador de los proveedores. Las compañías aéreas dependen de los horarios de aterrizaje y despegue en aeropuertos (denominados slots), por lo tanto no pueden negociar costes, impuestos y tasas que cobran los aeropuertos. Por otro lado, existen pocas empresas dedicadas a la fabricación de aviones comerciales (las más importante son BOEING y Airbus), consecuentemente las compañías aéreas tienen que ceñirse a las exigencias de los proveedores. En definitiva, los proveedores tienen un gran poder en este sector por su importancia y su número.

Poder negociador de los compradores. Los clientes tienen un gran poder en cuanto a la gestión de compra de billetes, debido a la existencia de multitud de agencias de viajes. Sin embargo, los consumidores no están agrupados por lo tanto su capacidad de negociación para conseguir mejores precios o servicios es baja. Se puede concluir que los compradores apenas tienen capacidad de negociación con las compañías.

Posibilidad de competidores potenciales. En este caso, las barreras de entrada al sector son muy elevadas: se necesitan grandes inversiones que además son específicas (flota de aviones, combustible, etc.) y existen numerosos requisitos mínimos y licencias. El coste de un avión (BOEING 737) está entre 50-85 millones de dólares, ejemplo de estas grandes barreras de entrada. Sin embargo, las empresas instaladas no tienen grandes ventajas en cuanto a proveedores específicos porque estos son muy pocos y a pesar de existir diferenciación entre las distintas compañías (los servicios que ofrece Iberia son superiores a los que ofrece RyanAir), un nuevo competidor siempre podrá aportar una innovación en el sector, un nuevo servicio por ejemplo. Bajos costes

Grado de rivalidad interna. Debido al pequeño margen de beneficio con el que cuentan las compañías aéreas, la competencia entre ellas es muy elevada. Se han producido acuerdos para igualar el mercado, como el de cielo abierto entre Europa y EEUU para una mejora del sector, es decir, aumentar las rutas y la capacidad de inversión de las empresas aeronáuticas. Por otro lado, las barreras de salida del sector son elevadas, puesto que son necesarias inversiones específicas que una vez terminada la actividad de la empresa, son muy difíciles de amortizar y siendo así el grado de rivalidad mayor.

Posibilidad de productos sustitutivos. Los productos sustitutivos de este sector lo constituyen las compañías de bajo coste, empresas que ofertan bajos precios a cambio de eliminar servicios a los pasajeros. Estas empresas comenzaron a surgir en los años noventa con la desregulación (proceso por el cual los gobiernos eliminan regulaciones para favorecer la operación eficiente del mercado) y ahora se han convertido en un referente de este sector. Otra amenaza para este sector es la creación de trenes de alta velocidad, pero estos no resultan rentables para los viajeros para trayectos superiores a 500 km. Además existen otros medios de transporte que pueden sustituir al aéreo tal como el marítimo, el ferrocarril o el de carretera.

La conclusión de este análisis es que este sector no es interesante para crear una empresa por diversos motivos: sus altos costes, su limitado beneficio, la existencia de posibilidad de productos sustitutivos en forma de compañías de bajo coste y otras formas de transporte, el alto grado de rivalidad interna y el gran poder negociador de los proveedores. Por otro lado, las empresas ya instaladas cuentas con ventajas, tales como el poco poder que tienen los consumidores o las pocas posibilidades de competidores potenciales.

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