3. Determine the underlying factors of and total strength of each force.

• Which are the main underlying factors for each force?

Why?

• Which competitive forces are strong? Which are weak?

Why?

Not all underlying factors on the five force checklists will be equally relevant for Emily. With respect to buyers, for example, the products’ degree of standardisation and prices matters most, while others are less important. Emily wants to start a coffee shop and perhaps even try to grow the business into several outlets. She needs to consider the following steps and questions: