More research

As part of my research in branding and sportswear company’s I looked into how to position a new entrant into a highly competitive market? not a huge amount of information came up. Mainly theories of how to make your business a success came up and in reading some of the web links I came across an article in Business news daily called Porter’s Five Forces, “Understanding the competitive forces, and their underlying causes, reveals the roots of an industry’s current profitability while providing a framework for anticipating and influencing competition (and profitability) over time,” Porter wrote in a Harvard Business Review article. “A healthy industry structure should be as much a competitive concern to strategists as their company’s own position.”

The article talks about the 5 forces;

Competitive rivalry

Bargaining power of suppliers

Bargaining power of customers

Threat of new entrants

Threat of substitute products or services

 This is a very interesting read and it gives an example of how Under Armour fits into this force-

I’m not sure how into this my client will be but I will certainly share this theory with him for him to consider.


Business News Daily- Katherine Arline, 2015. Porters five Forces: Analyzing the Competition [online]. Available at: [Accessed 9th May 2016].



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