The competitive threat that outsiders will enter a market is weaker when

more than three of the existing industry members have lost money during the past $5$ years.

it takes new entrants longer than $6$ months to secure attractive amounts of space on retailers' shelves and build a wellrecognized brand name.

entry barriers are high, the pool of entry candidates is small, and buyer demand is growing slowly or is stagnant. buyers have little loyalty to the brands and product offerings of existing industry members.

existing industry members are looking to expand their market reach by entering product segments or geographic areas where they currently do not have a presence.