Marketing Management: Brief edition ha 6. There has been a substantial decrease in the birth rate over the last ten years 7. In general people are liv ing longer and there are more local residents aged over fifty-five now than ever before 8. After a heated argument with the manager of a competing leisure center, the leader of a respected local scuba club is looking for a new venue 9. The local authority is considering privatizing all local leisure centers by the year 2000 2.3 Five Forces Analysis Five Forces Analysis Barga < dapted from M. E Porter, Competitive Strategy, Free Press, 1980. Five forces analysis helps the marketer to contrast a competitive environment. It has similarities with other tools for environmental audit, such as PEst analysis, but tends to focus on the single, stand alone, business or SBU (Strategic Business Unit)rather than a single product or range of products. For example, Dell would analyze the market for Business Computers i.e. one of its SBUs Five forces looks at five key areas namely the threat of entry, the power of bi power of suppliers, the threat of substitutes, and competitive rivalryMarketing Management: Brief edition 6 have more money to spend on leisure activities. 6. There has been a substantial decrease in the birth rate over the last ten years. 7. In general people are living longer and there are more local residents aged over fifty-five now than ever before. 8. After a heated argument with the manager of a competing leisure center, the leader of a respected local scuba club is looking for a new venue. 9. The local authority is considering privatizing all local leisure centers by the year 2000. 2.3 Five Forces Analysis Five forces analysis helps the marketer to contrast a competitive environment. It has similarities with other tools for environmental audit, such as PEST analysis, but tends to focus on the single, stand alone, business or SBU (Strategic Business Unit) rather than a single product or range of products. For example, Dell would analyze the market for Business Computers i.e. one of its SBUs. Five forces 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