state of competition and the underlying economics within an industry.
It also encourages the strategists and marketers to get outside the small circle of current competitive events to other actions and influences that determine potential profitability and growth.

Five Forces that determine industries competition:
• The threats of new entrants;
• The bargaining power of suppliers;
• Current competitors in the industry;
• The bargaining power of customers;
• The threat of substitute products or services;

To understand better industry and market, it’s strong and weak sides it is recommended and very helpful to use Porter’s Five Forces Model Framework. It is essential to examine coffee industry using this Framework to be able to see the future perspectives of the industry.

The threats of new entrants or barriers to Entry:
In the present modern world where coffee is set to be really popular among different kinds and types of people more and more people and companies are getting involved into coffee business. If the farmers are not getting enough funds and it is rather hard for them to survive retailers are doing so much better.

In general is it wouldn’t seem really hard to entry the industry by opening a small coffee shop, but it is rather harder to entry for the ones that meet barriers are chains or bigger specialty coffee shops.

The name recognition is also an issue, because the competitors like Nestle corporations make it harder to succeed in the industry.
The biggest