此时，Blackmore在2011-2016年期间的年增长率为6.7%，并随着出口机会的增加而增长，以扩大销售(IBIS World, 2016)。
Blackmores is into production of vitamins and minerals supplements and supply on global basis. Porter’s five forces include rivalry among competitors, bargaining power of buyers, bargaining power of suppliers, threat from potential entrants and threat of substitutes.
The current market proposition and value of Blackmores are as given below.
This graph shows that the stock and industry position of Blackmores is strong and on the growth phased. The risk factor is less and the competition is well handled by the company.
Rivalry among competitors
The current vitamins and minerals industry hold monopoly where several firms such as Norwegian, Cod Liver and Blackmores try to compete for the dollar from consumers. The best example is the presence of similar products one by one in the supermarkets (RSM, 2016). It is also evident that the high growth in this industry should control this battle between the competitors.
Following figure shows the same:
The continuous impact of the regulatory organizations has remained predominant in this sector. There is a smaller margin of profit when switching occurs between products by consumers. The main point is that competitors like Norwegians, Cod Liver tend to set low prices and Bio Organics is a straight competitor to Blackmores when their market shares are taken into consideration. The competitors also tend to introduce customer loyalty programs which will support retention of customer to a specific brand.
At this point, Blackmore experiences 6.7% of annual growth in the period 2011-2016 and grows with the export opportunities to expand the sales (IBIS World, 2016).