Практика Shadowing: The Five Forces Analysis explained - Изучайте разговорный английский по видео
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The Five Forces Analysis
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Michael Porter of Harvard Business School developed the Five Forces model as a tool to analyze the competitive environment in industries.
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He argued that some industries are consistently more profitable than others, and that by analyzing the competitive environment,
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you can see which industries are attractive for companies to compete in.
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For example, he found that airlines tend to be unprofitable, whereas soft drink companies are highly profitable.
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And the Five Forces model can be used to explain why this is the case.
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The framework considers five factors that drive competition in an industry.
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Let's discuss each one in turn and illustrate with an analysis of the coffee shop industry in a typical city.
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The first force is the level of rivalry.
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Having lots of strong competitors in an industry who are all fighting for customers will make life difficult.
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Many cities now have lots of coffee shops, making the level of rivalry high.
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This by itself makes the industry not very attractive.
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In the Five Forces model, it is recognized that you are not only competing for profit with your direct rivals,
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but also with customers, suppliers, substitutes, and potential entrants.
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If customers tend to be large and they can easily switch between suppliers, they are in a strong position to negotiate lower prices,
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which will limit industry profitability.
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In the coffee shop industry, customers tend to be individuals who cannot negotiate the price of the product.
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However, the fact that they can easily switch from one supplier to another, as well as their ability to leave reviews on social media, increases their power.
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Similarly, if suppliers are strong and offer unique products that companies in the industry cannot go without, the industry will be less attractive.
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For coffee shops, suppliers of coffee beans, milk and sugar are not powerful since there is a lot of choice and switching from one supplier to another is easy.
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The fourth force in the model is the power of substitutes.
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Coffee shops don't only compete against each other, but also against products in other industries that satisfy a similar need.
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For example, if you do not get your drink from a coffee shop, you might make it at home or get it from a machine.
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If these products are seen as good substitutes for coffee shops, then this limits profitability in the industry.
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In reality, many people see coffee shops as a place to meet friends or take a short break out of the house, and there are not many good alternatives that meet these needs.
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Finally, the threat of new entrants can make an industry less attractive.
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Entry barriers in the coffee shop industry are low and it is quite easy to enter the business.
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This means that a coffee shop owner does not only compete against existing rivals, but also against other potential competitors who may enter the industry at any time.
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Other industries, such as car manufacturing, are more difficult to enter and companies know they will not suddenly face lots of new competitors.
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By considering each of the five forces and then looking at the total picture, it is possible to make conclusions about how attractive an industry is.
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Screeing out a five forces analysis also helps to identify the barriers to profitability in an industry
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and enables companies to design strategies that deal with these barriers.
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For example, if customers find it easy to switch between different coffee shops, then a company can introduce loyalty cards to encourage customers to keep coming back.
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Similarly, if the level of rivalry is strong, companies can try to differentiate in order to provide unique value to customers and make the competition less of a threat.
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If you do a five forces analysis, the best is to take a step-by-step approach as follows.
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1. Define the industry that you are analyzing.
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2. For each force, identify the current situation.
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Who are the most important competitors, customers, and suppliers?
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What are the substitutes and entry barriers?
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3. Analyze the attractiveness of the industry for each of the five forces.
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For each force, are there factors that make the industry easy or difficult for companies?
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Finally, look at the overall picture
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and consider what your analysis as a whole says about the attractiveness of the industry
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and about how to successfully compete in it.
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Remember that even if your analysis shows that an industry looks unattractive, it is still possible to be profitable with an innovative and original strategy.
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There are lots of examples of successful companies in difficult industries.
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That concludes the 5 Forces Analysis.
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Check our other videos for more insights.
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Brought to you by Sim Institute.
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Лексика и советы по произношению к этому уроку
Этот урок разговорной практики уровня C1 построен на видео «The Five Forces Analysis explained». Чаще всего повторяются слова: industry, force, coffee, shop, customers. В этом видео 49 предложений и 778 слов для шедоуинга. Речь длится 5:00. Говорящий говорит в естественном темпе, около 156 слов в минуту, близком к повседневной речи. 86% слов входят в 3000 самых частых слов английского языка; остальные стоит разобрать перед занятием.
Ключевая лексика этого видео
Самые сложные слова из видео (15), с произношением и значением:
| Слово | Произношение | Значение |
|---|---|---|
| supplier существительное | /səˈplaɪə/ | поставщи́к, поставщи́ца |
| competitor существительное | /kəmˈpɛt.ɪ.tɚ/ | конкуре́нт, конкуре́нтка |
| analyze глагол | /ˈæn.əˌlaɪz/ | анализи́ровать, проанализи́ровать |
| profitability существительное | /ˌpɹɑ.fɪ.təˈbɪl.ɪ.ti/ | при́быльность, рента́бельность |
| rivalry существительное | /ˈɹaɪ.vəl.ɹi/ | сопе́рничество |
| profitable прилагательное | /ˈpɹɑ.fɪ.tə.bl̩/ | вы́годный, при́быльный |
| attractiveness существительное | привлека́тельность | |
| entrant существительное | /ˈɛntɹənt/ | уча́стник |
| negotiate глагол | /nəˈɡəʊ.ʃi.eɪt/ | вести́ перегово́ры, провести́ перегово́ры |
| unattractive прилагательное | непригля́дный, неинтере́сный | |
| unprofitable прилагательное | /ʌnˈpɹɑf.ɪ.təbl̩/ | беспри́быльный, нерента́бельный |
| differentiate глагол | /dɪf.əˈɹɛn.ʃi.eɪt/ | отличаться |
| illustrate глагол | /ˈɪl.əˌstɹeɪt/ | иллюстри́ровать, поясня́ть |
| conclude глагол | /kənˈkluːd/ | заверша́ть, заверши́ть |
| satisfy глагол | /ˈsætɪsfaɪ/ | удовлетворя́ть, удовлетвори́ть |
Фразовые глаголы, которые вы услышите
| Слово | Значение |
|---|---|
| come back глагол | возвраща́ться, возврати́ться |
Произношение, на которое стоит обратить внимание
- Звуки «sh» и «zh»: negotiate /nəˈɡəʊ.ʃi.eɪt/, differentiate /dɪf.əˈɹɛn.ʃi.eɪt/
- Длинные слова — следите за ударением: competitor /kəmˈpɛt.ɪ.tɚ/, profitability /ˌpɹɑ.fɪ.təˈbɪl.ɪ.ti/, negotiate /nəˈɡəʊ.ʃi.eɪt/, unprofitable /ʌnˈpɹɑf.ɪ.təbl̩/, differentiate /dɪf.əˈɹɛn.ʃi.eɪt/
Как заниматься с этим видео
- Прослушайте всё видео один раз молча и выпишите незнакомые слова.
- Начните со скорости 0,75×, повторяйте предложение за предложением и вернитесь к обычной скорости, когда станет легко.
- Запишите себя и сравните с оригиналом, обращая внимание на такие слова, как supplier, competitor, analyze.
Что такое техника Shadowing?
Shadowing — это научно обоснованная техника изучения языка, изначально разработанная для подготовки профессиональных переводчиков и популяризированная полиглотом доктором Александром Аргуэльесом. Метод прост, но эффективен: вы слушаете аудио на английском от носителей языка и немедленно повторяете вслух — как тень, следующая за говорящим с задержкой в 1–2 секунды. В отличие от пассивного прослушивания или грамматических упражнений, Shadowing заставляет мозг и мышцы рта одновременно обрабатывать и воспроизводить реальные речевые паттерны. Исследования показывают, что это значительно улучшает точность произношения, интонацию, ритм, связную речь, понимание на слух и беглость речи — что делает его одним из самых эффективных методов для подготовки к IELTS Speaking и реального общения на английском.