MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
C. 1. G. Power of buyers.
In some industries one or a few buyers have enormous influence over industry conditions. Sometime those buyers are end users, other times they are channel members. This section should detail if, and how much influence buyers have and which buyers those are.
For example, in the U.S. hardware industry, if you aren't dealing with Home Depot or Lowe's, you are probably having a pretty tough go of it.