The bottom of page 23 in the eMarketing textbook (section 2.6) has a discussion

The bottom of page 23 in the eMarketing textbook (section 2.6) has a discussion about Porter’s Five Forces Analysis (and click the underlined hyperlink). https://en.wikipedia.org/wiki/Porter%27s_five_forces_analysis
The following video describes the Five Forces as it relates to changes in the retail business category:
Watch Video: https://www.youtube.com/watch?v=PdZfyYOpFGI

Using the company you have used all along, analyze your company as it relates to this concept. The Five Forces Analysis looks at five key areas, namely the threat of entry, the power of buyers, the power of suppliers, the threat of substitutes, and competitive rivalry. In simple terms, your company has competitors which may be in the exact same business or a similar one. One of your goals is to differentiate your products and services from the competition. I suggest that you search this analysis to get more information about it before proceeding with an answer.

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