The industry
A closer look at the industry tells us that the power companies operate in an oligopolistic market, where there are few main sellers and many buyers. The five companies mentioned in the previous log all make – limited – use of biomass to produce electricity. To assess the competitiveness of the industry we made use of the “5 forces model” of Porter (Porter, 1990). The main driver of this industry does not seem to come from either buyers, sellers or the competition, but rather from regulations set by, and incentives from the government. These measures stimulate the search for and use of alternative energy sources. They encompass:
- A set amount of allowable CO2 emission, coming forth of the Kyoto protocol,
- Subsidy on environmental friendly produced electricity (MEP).
It is for the power companies to decide how to live up to the regulation and to profit most from the subsidy. This makes technology an important aspect, to provide reliable and efficient plant performance. Another import aspect is a guaranteed, clean and cheap supply of biomass.
Besides government regulations and subsidies, power companies make use biomass as a marketing concept, to attract a certain group of people with an environmental friendly view. So, it is also used for image building.
A more elaborated application of the “5 forces model” of Porter is found below.

Source:
Porter, M. (1990) Competitive Strategy: techniques for analyzing industries and competitors, New York : Free Press
Bargaining power of suppliers
- Suppliers of biomass resources are numerous, both national as international and they
are not very organized – yet.
- There is uncertainty about quality and quantity of supply.
- Production of energy crops is less profitable than producing cash crops for the food industry.
- Price and quality of biomass is of significant importance for production costs of power
companies. The lower the price of biomass, the more competitive this option becomes
compared to alternative sources. Besides that, there needs to be a guaranteed supply.
- Biomass can often been seen as a form of waste from industries of society (municipal waste), this
is a cheap form of energy which also has the benefits that it removes the waste.
Sources:
SenterNovem (2005) Leaflet Examples of bioenergy projects; Cuijk, De Lier, Schijndel, Lelystad, 09-02-2005
KEMA (2005) Opportunities for a 1000MWe biomass-fired power plant in the Netherlands, The Netherlands
Bargaining power of buyers
- Up to today, there is a growing demand for electricity. Also the demand for environmentally
friendly produced electricity is growing.
- Buyers are numerous and vary from small retail users to large scale business users. If organized
they can put pressure on the power companies. As there is competition between the power
companies, they have the possibility to switch. Switching cost mostly involves only paper work.
- Although the produced electricity is homogeneous, the resources are not and buyers might have
difficulties finding out what they buy, as information is not always clear.
Threat of substitute products or services
- There are many substitutes, namely nuclear energy, energy generated from fossil resources,
such as coal or natural gas, or other sustainable energy sources, such as hydro, wind and solar
power.
- Generally the alternative, sustainable energy sources are more expensive and still only
competitive with government subsidies. But they are infinite sources and an increase of the price
of fossil and nuclear fuels makes the sustainable alternatives more competitive.
- As mentioned, switching to substitutes usually does not involve more than paper work.
Threat of new entrants
- Investment costs create a huge barrier for new entrants. Also the technology is not yet mature,
which involves increased risks for new investment. Adjusting existing plants to make co-firing of
biomass possible is less expensive, but obviously implies the ownership of a suitable plant.
Rivalry among existing competitors
- Although most, if not all power companies investigate, and make use of alternative energy
sources, some do profile themselves as environmental friendly. Still there is just a select group of
consumers that specifically demands sustainable energy. Also consumers are very sensitive for
the price, which makes that prices do not differ much between power companies.
- As the prices for bioenergy are more or less bounded upwards, gains are made when production
costs are lowered. This can be achieved by lower costs for biomass resources or more efficient
production. The latter can be achieved with improved technology, which is therefore important for
the industry.
(www.energieprijzen.nl, 27-03-06)
Extra force government interests
- The government often plays a major role in sustainable energy industries. Without governmental
incentives these industries would have a hard time competing with traditional competitors in the
market. The incentives are initiated because of the depletion on fossil fuels and international
environmental agreements, for example the Kyoto protocol. This protocol consists of several
objectives for countries to reduce the CO2 emissions. One of the ways to reduce CO2 emission is
by replacing fossil fuels for biomass or by other forms of sustainable energy like wind, solar or
hydro power. This is definitely one of the main drivers for this industry.