Research Paper on:
Sun Care Industry; Porter Five Forces Analysis

Unformatted Sample Text from the Research Paper:
1. Introduction The sun care industry is a rapidly growing industry. In the  UK the market increased by 16% over 2002 (Euromonitor, 2004), in the United States there was also an increase but not at the same level only 3.5% over 2002 (Euromonitor,  2004). With a market that is growing there an attraction to enter the market, especially where market conditions indicate tat as well as growing there may be a good or  superior profit. In a fast growing market there ay be the position of demand exceeding supply for some items, which can lead to abnormal profits, this will make the  market more attractive, but are usually seen only in the short term. Therefore when a company is thinking about entering or staying in then market they need to look at  a range of factors. If we are to examine this industry for influences we can use Porters Five Forces Model. 2. Porters Five Forces Model  Michael Porters developed this model. His five forces model considers the external macro effects on an organisation in a business environment (Goett, 1999). His five forces model  is designed to show how the external environment can affect the way a business operates, and that any strategy a business undertakes should take these factors into consideration when analysing  their position and possible future (DAveni, 1999). The five forces Porter identifies are the existing competitors, the threat of new entrants, substitute products (or services), and the power of purchasers  and suppliers. Porter does not see these external factors as working alone, they act in relationship to each other, and can also