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Porter 's Five Forces Model

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Porter 's Five Forces Model
Introduction
The cosmetic industry is influenced by a wide range of factors that affect market growth and profits for businesses. The cosmetic industry has continued to record a substantial strong growth over the years and developed as one of the industries holding the highest potential for further development and growth. The market characteristics can reduce or increase the chances of success for new market entrants (Porter, 2008). Using Porter’s five forces model, businesses can be able to analyze the market and determine its attractiveness for investments. A major concern in health care is the quality. The purpose of this paper is to analyze the market attractiveness for a new cosmetic surgery clinic in …show more content…

The industry has also recorded growth in the development of new customer segments. For instance, the desire to look young has increased the demand for male cosmetic surgery by 327% between 1997 and 2015 (Business Wire, 2016). The use of cosmetic surgery is also expected to increase going by the popular trends in media. The high demand for cosmetic surgery services is also demonstrated by the development of cosmetic surgery tourism. As the demand for cosmetic surgery remains high, the existing market players are unlikely to engage in aggressive market tactics such as price wars.
New Market Entrants
There are various market barriers that are likely to affect the potential of growth for new market entrants. New market entrants are likely to experience challenges with product or service differentiation. Product differentiation is achieved through brand recognition and is crucial in creating customer loyalty. Brand recognition is an important barrier for new entrants because of high emphasis on quality in the cosmetic industry (Gaynor, 2007). Quality of services and products is a major component of competition in the industry. New market entrants may be forced to spend a lot of resources in brand differentiation activities so that to gain customer loyalty. It might take time before the new business is able to overcome the customer loyalty towards the existing competitors.
The new business will

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