ABSTRACT
The old value components of the retail sector have become weaker. This is not only due to the different behaviour of customers, but also because of a variety of developments such as internationalisation, large powerful brands, the application of technology and government policy. It simply means that because of the resulting change in market conditions, the strengths and weaknesses have to be re-examined through a sort of self-reflection. What are the opportunities and what are the threats? The classic approach of the SWOT analysis assumes that the conditions and structures from which the opportunities and threats can be deduced are constant. Porter’s competition model (with its five forces) shows the various influences on the market, based on the market’s current structure. The model incorporates substitutes, entrants and the value chain.
