# Five Forces

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Market attractiveness or competitive pressure is unclear.

## Mechanism

Rivalry + buyers + suppliers + entrants + substitutes shape economics.

## Applied marketing use

Decide whether marketing can overcome structural pressure.

## Failure modes

- Treating industry analysis as customer positioning.

## Counterweights

- `positioning-components`

## Sources

- `source:porter-competitive-strategy`