The document discusses different frameworks for analyzing a company's marketing environment and competitors. It describes SWOT analysis which examines internal strengths and weaknesses and external opportunities and threats. It also describes PEST analysis which analyzes the political, economic, sociocultural and technological external factors affecting a business. Finally, it outlines Porter's five forces framework which evaluates the competitive rivalry in an industry and the threats from new entrants, substitutes, suppliers and buyers.

9. Source: Adapted from M. E. Porter, Competitive Strategy, Free Press, 1980, p. 4. Threat of substitutes Potential entrants Threat of entrants Suppliers Bargaining power Substitutes Buyers Bargaining power COMPETITIVE RIVALRY Five forces analysis