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PURDUE EXTENSION
EC-722
Industry Analysis: The Five Forces
Cole Ehmke, Joan Fulton, and Jay Akridge
Department of Agricultural Economics
Kathleen Erickson, Erickson Communications
Sally Linton
Department of Food Science
Overview
Assessing Your Marketplace
The economic structure of an industry is not an accident.
Its complexities are the result of long-term social trends and
economic forces. But its effects on you as a business manager
are immediate because it determines the competitive rules
and strategies you are likely to use. Learning about that
structure will provide essential insight for your business
strategy.
Michael Porter has identified five forces that are widely used to
assess the structure of any industry. Porter’s five forces are the:
• Bargaining power of suppliers,
• Bargaining power of buyers,
• Threat of new entrants,
• Threat of substitutes, and
• Rivalry among competitors.
Together, the strength of the five forces determines the......

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Approximate Word Count: 6645
Approximate Pages: 27 (250 words per double-spaced page)

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