5. Assess recent and expected future changes for each force.

• What are the potential positive/negative changes?

How likely are they?

• Are new entrants and/or competitors changing the industry structure in any way?

For example, Emily needs to consider the proliferation of coffee chains during the last few years and that pubs and bakeries have improved their coffee offerings lately. Maybe she can also spot possible changes in consumer trends and growth. 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: