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M.Porter has identified 5 major forces that govern competitors environment for any business model.Let’s try to identify the 5 forces analysis of the software development market in Nepal.
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"Can Porters 5 Forces Model be an appropriate tool to analyze competitor’s environment in case of software development market in Nepal? Please assess each of its components against the case and conclude it decisively."
M.Porter has iden fied 5 major forces that govern compe tors environment for any business model. Let’s try to identify the 5 forces analysis of the software development market in Nepal.
1. Intensity of rivalry and compe on
With the growth in the software industry significantly in last 5 years, there has been a tremendous level of rise in rivalry and competition in Nepalese Market. However the major players of the software industries eye the outsourcing jobs, but lot more of them are taking key interest in local market as well. Ease in opening the company, relative lesser fixed cost requirement and abundance of skilled manpower in local market has been some of the key aspects why there has been a mushroom growth of software companies in each category, be it outsourcing, local market focused, generic or web based application development software companies. The cost of making a website for any organization has decreased significantly off late. Hence at present, there are more choices and hence there is a fierce battle between them to acquire competitive advantage. A total of 5.6% of total export (From World Bank database) of goods has been a trademark development of ICT in Nepal. These show tremendous competition being present in Nepalese context.
2. Barriers to Entry Barring aside the political instability and overall conduciveness to do business in Nepal, Nepal provides a better scope of ICT related business entrance. Besides the cheap manpower and abundant resources along with the global alignment to INDIA and CHINA plays a part in increasing the conducive option to do business in Nepal. From the World bank data that prevails the overall ease of doing business, Nepal is rated higher than India and little lesser than china for that matter and hence it is a positive scenario for one who plans for entrance in ICT related business in Nepal. Hence there are no such barriers to enter in Nepalese Market as an ICT company, Companies like D2 Hawk eye, Red Couch, Javra, Link Tree, Leapfrog, Nepal KCC etc among others have come entered the ICT company race off late and hence are enjoying the market. This come to show that there are going to be a significant number of competitors. From the product aspect, the brand values of such companies are not that prominent. Barring some product like pumori, Midas learning kit etc there are only few that have earned name in the market. Hence ICT companies have lot of scope to come in the market and acquire that space. However slowly and steadily work is being already started so it can also be concluded that it’s better to enter the market sooner rather than later, coz the barriers in this aspect is growing by each day.
3. Bargaining power of Supplier For the same, we can look at it from two perspectives a. Firstly there are very less supplier with high credentials, and hence people are forced to
abide by the norms and competitive behavior of the suppliers. They have the most significant power in the business and hence the cost of system is highly influenced. There are also very few experienced project/program managers. Hence there is a higher chances of cost and manpower manipulation in that regard.
b. Since the local market of Nepal consumes significantly less domestic software, the local suppliers compete indirectly with the international vendors like Microsoft, Finacle, Tally, Photoshop, Business‐in‐a‐Box etc. Hence from this view point it can also be said that the bargaining power of the suppliers in the Nepalese market is less. And hence they are forced to mend the cost as per the need of the customer.
Having seen from both the angle, the bargaining power of the software industry in Nepal is variant/dependent over the nature of the company and the product that it is aiming to sale. If we are to conclude the statement/analysis, I would rather prefer the last analysis, where the suppliers in the country have very less credential and hence find it difficult to fight it out with Big Software giant’s across the globe as reaching the globe for purchase related issues is very convenient these days.
4. Bargaining power of buyers Buyers in case of Nepal posses a higher bargaining power. These are simply due to the fact that the local market is just being exploited and there are lesser buyers in comparison to the suppliers present in the market itself. Besides technological awareness is just on the rise and hence potential customers are at pinnacle to realize the need of system/software driven office systems. Also the market is very young in Nepal, hence there is lot to prove for the suppliers and hence the buyers in the market exploit this. Also since the buyers cannot clearly articulate their needs, at times buyers do suffer from lesser bargaining power, however scenario is changing every day. Thus with rise in better technical educated managers, articulating the fact has been easier each day, hence this fairly rises the bargaining power of the buyers in the software industry in Nepal.
5. Threats of Substitutes There is a significant threat of substitute in Nepal. Companies in Nepal rely most heavily in the most generic kind of software; this in return makes the companies more capable to switch between several softwares’. However with rise of financial institutions, department stores, educational institutes and many others relying heavy on the bespoke (customized) software, it is safe to say that this has been going down significantly, but the threat still remains unless the management of organizations prefers more customized systems. Besides with the positive market state, there are chances very likely that a severe competition is on the cards and hence substitutions are more likely in the market unless they gain more competitive advantages and innovation techniques over rival companies.
From the in detail analysis of the software industry in Nepal and its Prospects, I can see that Porter 5 forces theory can be used to identify the market scenario for any new comer in this market. However there is a slight case of dependability if we are looking for an answer in broad term. In a concrete manner, it cannot be identified from the analysis above that the Porter’s 5 forces analysis is a complete tool to identify the competitors’ environment. Hence we cannot completely rely on the model in case of software industry. There might be few reasons why analyzing this in case of Nepalese context can be less dependable, such as
i. Nepal has just entered in the market of software industry
ii. Political Scenario affecting the policy related issues that can be assessed in any time.
iii. Young Local market in creating the demand for the software industry in total
Hence this shows that though there is current study of the scenario of the market status, there are many variations that are misleading. Once the problems are overcome, things can certainly get better from good.
Thus I conclude that though Porter’s 5 forces give a shape of the software development industry and its insights, it cannot be definitively said that the market’s competitiveness is all assessed. Hence we can only say that given the agile nature of the industry and fragile nature of the country itself, it is difficult to rely heavy on the Porter’s 5 forces model.