Marketing faces challenges in the 21st century to meet the following parameters:
1. The threat of the new entrants– which is the ratio of new to the industry, and the proportion is higher, the greater the intensity of competition.
2. Bargaining power of buyers – When the competition becomes intense and the number of producers is greater, the buyer has more options for switching product, this will increase the purchasing power of the buyer.
3. Threat of substitutes – the term for the more obvious is the threat of new competitors, results in greater competition and thus increase the number of substitutes.
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