Using Breville Group Limited as the case company, briefly discuss the following two aspects of Porter's Five Forces Analysis.

a. Rivalry among existing firms:

Concentration and balance of competition

• Research the industry characteristics of Breville's industry sector (Consumer Discretionary, Consumer Durables & Apparel 2520) and explain "concentration and balance of competition"

b. Bargaining power of buyers:

• Switching costs
• Differentiation

The idea of this is to understand the nature and characteristics of the industry (industries) in which Breville operates. Concentrate on discussing the industry in which Breville operates, not Breville itself.