A book about the analysis of the competitive structure of an industry, which is based on five basic market forces: intra-industry competition, the threat from potential competitors, the availability of substitute products, the bargaining power of suppliers and consumers. The book presents a comprehensive system of analytical methods that help a company analyze the industry as a whole and make a forecast of its development, understand all competitors in the industry and their position, and also transform this analysis into the competitive strategy of a particular business.