Essay: Threat of New Entrants for Thermo King

Sample Essay

The threat of New Entrants is high since governments are encouraging companies to enter the transport refrigeration industry if their products and services are environment friendly. Also, cheaper alternates can be found in the form of external yet strong companies such as Hwasung Thermo. More information on Hwasung Thermo can be found in the Appendix.

Power of Customers

Customers have a significant degree of power in the transport refrigeration market because the consumer segment for transport refrigeration constitutes of larger organizations and services. It is for the same reason that customers have a significant degree of power.

Industry Competiveness

The number of players in the transport refrigeration has increased slowly yet steadily in the last few years and a large number of suppliers have entered the transport refrigeration market. Thermo King has been reporting profits from a well maintained consumer base but the increasing levels of industry competitiveness in the next few years may serve to reduce this consumer base and decrease profits.

Power of Suppliers

Thermo King has always chosen to produce in high production volumes and it is for the same reason that the power of suppliers is low. However increased competition and demand for augmented products in the industry may put its independence with suppliers at risk in the years to come.

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