What products are in this industry vs. part of another distinct group?
What is the geographic scope of competition?
Identify the participants and segment them. Who are,
- The buyers and buyer groups?
- Suppliers and supplier groups?
- The competitors?
- The substitutes?
- The potential entrants?
Which of these forces is strong/weak and why?
If possible, analyze the industry structure.
- Why is the level of profitability what it is?
- Which are the controlling forces for profitability?
What are the recent and likely future change in each force, both positive and negative?