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The competitive environment of Ivey would be studied by means of Porter's five forces analysis which would highlight the degree of rivalry in the market.
Currently we can see that the adhesive market has a high growth capacity due to the existence of fragmented sectors with Ivey enjoying management and a combined market share of 75% with two other market players, Eastman and Permabond. While market competition in between these players could be called 'intense' as the consumer is not brand name conscious and each of these players has prominence in terms of market share, the truth still stays that the industry is not filled and still has numerous market sections which can be targeted as prospective niche markets even when introducing an adhesive. However, we can even point out the reality that sales cannibalization might be causing market rivalry in the adhesive dispenser market while the marketplace for instant adhesives offers development potential.
Bargaining Power of Buyer: The Bargaining power of the purchaser in this market is low specifically as the purchaser has low knowledge about the product. While business like Ivey have managed to train suppliers relating to adhesives, the last customer depends on distributors. Around 72% of sales are made straight by producers and suppliers for immediate adhesives so the purchaser has a low bargaining power.
Bargaining Power of Supplier: Given the fact that the adhesive market is controlled by three players, it could be said that the provider delights in a greater bargaining power compared to the purchaser. However, the fact stays that the supplier does not have much impact over the buyer at this point specifically as the buyer does not show brand recognition or rate sensitivity. When it comes to the adhesive market while the producer and the purchaser do not have a major control over the real sales, this indicates that the supplier has the higher power.
Threat of new entrants: The competitive environment with its low brand loyalty and the ease of entry shown by foreign Japanese rivals in the immediate adhesive market indicates that the marketplace permits ease of entry. If we look at Ivey in specific, the company has dual abilities in terms of being a maker of immediate adhesives and adhesive dispensers. Prospective threats in equipment dispensing market are low which reveals the possibility of developing brand name awareness in not just instant adhesives however likewise in dispensing adhesives as none of the industry gamers has handled to position itself in dual capabilities.
Hazard of Substitutes: The threat of replacements in the instantaneous adhesive market is low while the dispenser market in particular has alternatives like Glumetic suggestion applicators, inbuilt applicators, pencil applicators and sophisticated consoles. The fact stays that if Ivey introduced Bond-A-Matic, it would be indulging in sales cannibalization for its own items. (see appendix 1 for framework).