Answer:
rivalry among existing competitors
Explanation:
The Porters' 5 forces is used to analyse the competitiveness among firms in an industry.
Porter's 5 forces include :
Competition in the industry : the higher the number of companies in the industry, the lower the power an individual firm possesses. For example, if an industry increases it price, a consumer can easily shift to the consumption of substitutes Potential of new entrants into the industry : If there are low barriers to entry in an industry, firms in the industry experience greater competition Power of suppliers : the higher the number of suppliers in the industry, the higher the bargaining power of firms in the industry and the greater the power they possess Power of customers : the larger the number of customers, the greater the power firms possess Threat of substitute product : if there are little or no substitutes for the goods produced by companies, the greater the power the firms possess