The Original Five Factor:Threat of New Entrants - The easier it is for new companies to enter the industry, the more cut-throat competition there will be. Factors that can limit the threat of new entrants are known as barriers to entry. Some examples include:Existing loyalty to major brandsIncentives for using a particular buyer (such as frequent shopper programs)High fixed costsScarcity of resourcesGovernment restrictions or legislationEntry protection (patents, rights, etc.)Economies of product differencesBrand equitySwitching costs or sunk costsCapital requirementsAccess to distributionAbsolute cost advantagesLearning curve advantagesExpected retaliation by incumbents