Namaste, Inc. ("Namaste") was founded 8-years ago. Namaste designs, markets, produces and distributes products and services essential to the health and wellness industry. The company was founded in response to a unique set of environmental conditions; only 4 other firms entered the market at that time. Today, only 3 firm (including Namaste) remain. Each firm has approximately 1/3rd of the market. The 3 remaining firms spend roughly 25% of their annual budget on aggressive advertising and marketing campaigns. The firms sell their products directly to over 50 million end-use customers who demand consistent quality and delivery. The inputs for the products and services offered by Namaste and its competitors are supplied by approximately 300 vendors who offer largely the same specifications, quality, consistency, and delivery of inputs. Other firms, outside the industry, have ventured into the space, but have been unable to penetrate the market due, at least in part, to a unique set of government regulations. Moreover, innovators and entrepreneurs have attempted to make alternative products and services to lure customers away from the existing products and services. These efforts have failed.

Is the threat from buyers high or low? 

Is the threat from entrants high or low?

Is the threat from incumbents high or low?