How to perform a proper Porter's 5 forces analysis?

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After carefully examining the sector, it is worth paying attention to each of the 5 forces. Once all the elements of the analysis have been highlighted, each of them is assigned a number of factors that have a significant impact on that part of the market. These factors must then be evaluated based on their impact on the company's environment.

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Rivalry within the sector

Let's start by identifying the current rivalry and competition. First, let's find out who the main players in the sector are and their market shares. This information is usually found on the Internet. Thus, in the analysed market, the main operators are:

Hewlett-Packard (24.1% market share),
Lenovo (22.2%),
Samsung (15.6%),
Acer (12.6%),
Asus (8%),
Apple (7.1%),
Panasonic (3.1%),
Dell (2.5%),
Toshiba (2.5%),
Sony (1.9%).



Next, the level of competition between industry participants needs to be determined, which is what a competitor analysis is for . In the case of the laptop market, it will be medium. Marketing activities of individual companies are noticeable, but not very intrusive, and manufacturers do not "put the pigs in the ground." It is also worth considering the form of competition. Open price wars are definitely out of the question: laptop prices are similar, and no one pays attention to the low price in advertising. Promotion and comparative advertising are also not suitable here. Promotion and advertising of one's own strengths can be seen, so this will answer the question about the form of competition.