6. Determine how to position your business in relation to the five forces.

Can you:

• exploit any of the weak forces?

• neutralise any of the strong forces?

• exploit industry change in any way?

• influence and change the industry structure to your advantage?

To cope with the forces Emily could possibly identify a concept that would attract a certain group of customers even if buyers have many choices in urban areas. This could neutralise threats from competition and entry somewhat and perhaps provide loyalty from some customers. 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: