... action e.g. will new laws be introduced that will weaken our competitive position? * How important is differentiation? e.g. The Champagne brand cannot be copied. This desensitises the influence of the environment. The power of buyers * This is high where there a few, large players in a market e.g. the large grocery chains. * If there are a large number of undifferentiated, small suppliers e.g. small farming businesses supplying the large grocery chains. * The cost of switching between suppliers is low e.g. from one fleet supplier of trucks to another. The power of suppliers * The power of suppliers tends to be a reversal of the power of buyers. * Where the switching costs are high e.g. Switching from one software supplier to another. * Power is high where the brand is powerful e.g. Cadillac, Pizza Hut, Microsoft. * There is a possibility of the supplier integrating forward e.g. Brewers buying ...

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