Iberdrola is one of the world’s leading Spain based electric utility company. The company is multinational based in Bilbao. The company is a global energy provider and leader. It is known as leading company in wind power fields, and biggest electricity utilities in terms of market capitalization. The company supplies the energy to more than 100 million consumers across the globe. The company work towards sustainable energy model with its investment in the renewable energy, digital transformation, smart grids, and large-scale energy storage facilities. It offers broad range of services and products to customers (Iberdrola, 2019).
Iberdrola is a world’s biggest group, working in most technical industry. It is facing tough competition in the global market. The Porter five forces models helps the company in analysing the strategic position of the company in the highly competitive industry. This analysis will help the company in finding both external opportunities and threats. Here is the detailed Porter five forces analysis of Iberdrola;
Bargaining Power of Buyers
The bargaining power of the consumers in the electricity or energy industry in Spain is fairly strong. Energy storage and Energy itself is a commodity, hence it is important to create brand image and consumer loyalty. Consumers want reliability, flexibility, prices, and quality along with warranty. The consumers have the choices to switch, which increases their bargaining power. However, in the field of wind power services, the consumers have low bargaining power. As Iberdrola is leading the market. It is necessary for the company to provide more innovative and technologically advanced products or service to gain more consumers. Iberdrola has to lead the industry in different fields also to lead the industry and retain the position (Fabra, and Toro, 2005).
Bargaining Power of Suppliers
Iberdrola is involved in providing the energy services across the globe. The company is leading the industry in wind power. The bargaining power of the suppliers are very limited. As being the leading company, suppliers want to work with Iberdrola, in the terms and conditions set by the company. Iberdrola has its Supply management model. The model helps in identifying and managing the suppliers and the whole supply chain efficiently. It has some strict code of ethics, according to which the company assess the suppliers. However, the company takes very good care of its suppliers and maintain good relationship with them (Isidoro and Genis, 2013).
Threats of New Entrants
Threats of new entrants in the energy industry is low to medium. The new entrants require high capitalization in order to operate in the industry. Working in the energy industry requires lots of technicalities and complexities to face, which are not easy to manage. Moreover, to compete such global giants and local competitors is a tough task. The energy industry requires huge distribution channels and networks, along with efficient supply chain. Innovation and technology are another factor that increases the entry barriers. Moreover, energy resources are mainly reserve by the government of the economies. Thus, rules and regulations in the industry are quite difficult (Fabra and Toro, 2005).
Threats from the Substitute Products
Iberdrola is an energy utility provider, who works according to the changes in demand of consumers. The company understands the change in the pattern, and worked towards wind powers.as the substitute of the energy resources is fuel, thermal, solar energy etc. The company is working towards carbon dioxide emission. Hence, threats of substitutes are moderate, as company is already working and producing the substitute products along with the main products. Iberdrola has saved itself very wisely from major threats, which can affect the profitability of the company (Iberdrola, 2019).
Rivalry of Existing Players
The energy company in Spain and across the globe is very competitive. There are many rivals of Iberdrola in the industry. For example, Enel Green power, Genel Energy, Pacific Ethanol, etc. These companies are competing with Iberdrola to great extent. However, Iberdrola has secured itself and the leading position in the industry with its innovative services. This is necessary for the company to speed up its operations more in order to retain this market position (Craft, 2019).
References
Craft, 2019. Iberdrola competitors. [Online], Available at: https://craft.co/iberdrola/competitors, [Accessed on: 2nd December, 2019].
Fabra, N. and Toro, J., 2005. Price wars and collusion in the Spanish electricity market. International Journal of Industrial Organization, 23(3-4), pp.155-181.
Iberdrola, 2019. About us- utility of the future. [Online], Available at: https://www.iberdrola.com/about-us/utility-of-the-future, [Accessed on: 2nd December, 2019].
Isidoro. A and Genis. M, 2013. QUALITATIVE AND QUANTITATIVE ANALYSIS OF IBERDROLA. [Online], Available at: file:///C:/Users/CC/Dropbox/Business%20Law/Qualitative%20and%20Quantitative%20Analysis%20of%20Iberdrola.pdf, [Accessed on: 2nd December, 2019].