Page 40 - BrewDog Industry Analysis
P. 40
1. Degree of Competitive Rivalry
What is important in this area is the number and
capability of industry competitors. If there are many
competitors, and they offer equally attractive products
and services, then it is likely that the firm will have little
power in the industry. The reason is that both suppliers
and buyers will go elsewhere if they do not get a good
deal from a firm. On the other hand, if no other firm can
offer the same level of product or service then the firm
will often have tremendous industry strength.
