1. Competitive rivalry of the industry
   1. Sustainable competitive advantage through innovation
   2. Competition between online and offline companies
   3. Level of advertising strategy
   4. Flexibility through customization, volume and variety
2. Bargaining Power of Customers
   1. Buyer concentration to firm concentration ratio
   2. Degree of dependency upon existing channels of distribution
   3. Bargaining leverage, particularly in industries with high fixed costs
   4. Buyer switching costs relative to firm switching costs
   5. Buyer information availability
   6. Availability of existing substitute products
   7. Buyer price sensitivity
   8. Different advantage (uniqueness) of industry products
   9. RFM Analysis
3. Bargaining Power of Suppliers
   1. Supplier switching costs relative to firm switching costs
   2. Degree of differentiation of inputs
   3. Impact of inputs on cost or differentiation
   4. Presence of substitute inputs
   5. Strength of distribution channel
   6. Supplier concentration to firm concentration ratio
   7. Employee solidarity
   8. Supplier competition
4. Threats of New Entrants
   1. Existence of barriers to entry
      1. Patents
         1. Viagra
      2. Rights
      3. Exclusive resource
   2. Economies of product differences
   3. Brand equity
   4. Switching costs/ sunk cost
   5. Capital requirements
   6. Access to distribution
   7. Customer loyalty to established brands
   8. Absolute cost
   9. Industry profitability
5. Threats of Substitute Products
   1. Buyer propensity to substitute
   2. Relative price performance of substitute
   3. Buyer switch cost
   4. Perceived level of product differentiation
   5. Number of substitute products available in the market
   6. Ease of substitute
   7. Substandard product
   8. Quality depreciation