What

is brand loyalty? What is government regulaGon?

Brand loyalty is consumers

Entry barrier
Strong Government regulaGons
preference for the products customer can emerge both at the The industry
for potenGal Entry barrier
of organizaGons preference for is heavily
compeGtor is
an exisGng industry and country level for potenGal
regulated by
high compeGtor is
What factors lead to brand compeGtor the
high
loyalty? government
Government regulaGons
limit / restrict the number
Very costly for Customers
of players in an industry
potenGal unwilling to The more
compeGtors switch to protected the
gain market potenGal Example in HK: industry is
share compeGtor
free-to-air TV license, HKTV
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(5) Threat of subsGtute products There are

subsGtutes to
the industrys
outputs
This dimension focuses on Generally, fewer available
the extent to which subsGtutes lead to greater
alternaGve products or prots
services can subsGtute for [higher] [lower] Threats of Customers can
have [more]
exisGng products or services E.g. dierent forms of prots for subs;tutes [fewer] choices
companies in products to the industrys
transportaGon are that industry
outputs
SubsGtuGon is dierent subsGtutes
from compeGGon. It
involves an alternaGve
means of saGsfying a [cheap]
customers need [expensive]
outputs

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