Amazon Porters 5/6 Forces (opportunities and threats). In this part of your analysis, you want to determine the attractiveness of an industry (or a segment of an industry) in which your firm is competing. As attractiveness increases, so does the possibility your firm will be able to earn profits by using its chosen strategies. After evaluating the power of the five forces relative to your firm, you should make a judgment as to how attractive the industry is in which your firm is competing. You must discuss all indicators of the threat of both Buyers and suppliers in the Industry. You must discuss all attributes of an industry that increase both the threat of Rivalry and threat of substitutes. Finally, you must discuss all the barriers to entry into an industry.