Lincoln Electric Company

1203 Words3 Pages

orter’s five forces In determining the competitive intensity and attractiveness of the market, Porter’s five forces is a framework that would help analyze the manufacturing industry of Lincoln Electric and observe the external and internal environmental factors that influence business strategy development for companies within the industry. The five forces are assumed to determine competitive power in a business situation in which these five forces are Supplier Power, Bargaining Power, Competitive Rivalry, Threat of Substitution, and Threat of New Entry. These industry possess characteristics that protect the high profitability of firms, with that said, the threat of entrants within this market is relatively low. This makes entering the market difficult for new startup companies due to the high levels to entry barrier. One of the factors contributing to the barriers to entry is the high capital requirements that are needed in order to compete in the market. Large investments are required in acquiring facilities and maintaining them along with purchasing the expensive equipment relative to manufacturing welding products. Purchasing the equipment is not enough but new companies are also required to develop the advanced technologies before effectively competing in which is really time consuming. With these asset specificities, potential entrants are discouraged to commit to obtaining these specialized assets that have no other means of use or profitability if the venture fails. When existing firms acquire these specialized assets, they are more inclined to resist efforts by other competitors from stealing market share, therefore enhancing the competitive disadvantage for new entrants. When new competitors enter the market, they will ... ... middle of paper ... ...ategic positioning is its incentive management system, which is what differentiated the company from its competitors. Lincoln Electric had excellent labor relations where an “open door policy” was implemented between executives and employees. Under Lincoln’s incentive system, the workers were rewarded for their productivity. The employees’ earnings and promotions were determined in direct proportion to their individual compensation towards the company’s success. This served as an effective system that motivated workers to be more efficient and increase the productivity of high quality products with reduction to costs. Lincoln Electric’s strength in being a player in the manufacturing industry is building high quality products at a lower cost than their competitors. The company follows a low-cost strategy that is supported through their incentive management system.

Open Document