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Competitors, Substitute Offerings, Customers/Buyers, Suppliers, Potential…
Competitors
High presence of cookie bakeries in Seattle.
Each competitor has their own quality.
Most bakery businesses are small to medium size, thus it is easy to enter the market.
Barriers to exit are low (small market loss).
Substitute Offerings
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Prices are very similar in every cookie shops.
There are several alternatives that consumers can substitute in the market.
Such alternatives are sweet biscuits (e.g., biscotti or macaron).
The alternatives can be found in bakeries, coffee shops, or grocery stores.
Customers/Buyers
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Buyers’ ability to substitute.
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Suppliers
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Cookie’s ingredients are easy to find from many different suppliers.
There are many suppliers that located in Seattle.
Some suppliers offer low price products with better quality.
Switching cost is also low.
Potential Entrants
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The barriers to entry into the cookie store chain are not very high due to the cost being relatively low.
Consumers also find it easy to switch brands if they found interesting flavors with low prices.
A good and strategic location for new cookie shop will be a challenge.
The possible barriers are coming from competitors, the strategy to reduce food waste, and government policy for food safety.