Discuss the following aspects of Porters Five Forces Analysis in relation to the case company: (Breville Group Ltd AU)

a) Rivalry among existing firms:

Concentration and balance of competition

- Explain how you arrived at the industry sector in which the case company operates

-Research the industry characteristics of the industry sector youve identified above and explain concentration and balance of competition 5 Marks

b)Bargaining power of buyers:

i.) Switching costs 3 Marks

ii.) Differentiation 3 Marks

The essence of this part of the assignment is to get you to understand the nature and characteristics of the industry (industries) in which your company operates. Do not discuss the case company here concentrate on discussing the industry in which the company operates.

Use only the industry classification supplied by the stock exchange for your discussion (do not be distracted by other activities/industries in which the company may be involved). Where the company operates in a fairly broad industry classification, such as retail, search the sub-categories for a segment of that industry that fits the company and focus your analysis of the industry on that segment only.

Your answer should clearly reflect the research you have conducted. Do not theorise (writing directly from the text) or generalise.