2.1 Describe the structure of the industry in which PricewaterhouseCoopers is located. 2.1.1 Analyse the competitive forces at work in the industry. (Are there new entrants to the industry? What is the relative power of suppliers, customers, and substitute products and services over prices?) 2.1.2 Determine the basis of competition. (Is the basis of competition quality, price or brand?) 2.1.3 Determine the direction and nature of change within the industry. (What are the direction and nature of change within the industry?) 2.1.4 Analyse how the industry is currently using information technology. (Is the company behind or ahead of the industry in its application of information systems?)