The intensity of rivalry among competing sellers does not depend on whether
O buyer demand is growing significantly and buyer switching costs are high.
O competitors are diverse in terms of long-term directions, objectives, strategies, and countries of origin.
O strong companies outside the industry have acquired weak firms in the industry and are launching aggressive moves to transform the acquired companies into strong market contenders.
O one or two rivals have particularly powerful and successful strategies to grow the business, attract and retain buyers, and develop a sustained competitive advantage.